Target is taking "online only" to a new level.
Last week, the retail giant hosted the Target Everyday Show, an interactive event on Twitter leveraging its tongue-in-chic “Everyday Collection” TV campaign by creating a virtual runway show that drew on people’s tweets about everyday products submitted via hashtag.
Calling the event its Tweet-to-Runway Show, Target chose its favorite tweets by fans to be featured on its YouTube channel and on a microsite, EverydayShow.com.
Witty tweets won the day, including “Why does my chocolate milk taste like bananas?” as one tweet chic model asked to the camera. “Monday, you saucy minx you. Coffee me,” cited another.
Continuing to differentiate on digital, as CMO Jeff Jones is eager to keep pushing, Target also is launching six brands to be available only via its website.
Home furnishing brands TOO (by decor retailer Blu Dot), Mudhut, Boho Boutique and Room 365 are part of the strategy, along with the women's clothing line Labworks and Zutano Blue, which offfers baby clothing, bedding and décor.
Analysts say the online push will allow Target to try out new products with less risk, and without having to use valuable floor space. It also stands to boost sales through target.com.
If the move to offer certain clothing and home furnishing lines looks to capitalize on consumers' increasing interest in using the web to buy everyday goods, the online fashion show — with svelte models parading the catwalk cradling everything from broccoli to bacon — showed a keen grasp of the Internet's sense of play and love of irony. TheDailyMeal.com called it "brilliant," though PRNewser said it helped Target be perceived as "snarky."
The show “actually poked fun at the ridiculousness of modeling and catwalks and just made everything, especially people’s tweets, seem pretty silly,” Digiday observed.
Target says its Everyday Collection is "the most intensely sensible grocery and essentials collection of the season," and the marketing campaign takes a decidedly counterpoint approach to bring home the message.
Tweets from users who RSVP’ed to Target with their usernames and passwords (in order to authorize Target to use their tweets) were reviewed in advance earlier in January. Those whose tweets were selected will receive a $20 Target gift card.
"It's not just different for the way Target has talked about grocery, it's really different for the way anyone has talked about grocery," Carolyn Sakstrup, its director of marketing, said in a statement. The Everyday Collection "takes a category typically advertised by price points and brings it to a level that makes everyday routines appear glamorous," she added.
Meanwhile, Target is also forging new marketing moxie in Canada with the recent unveiling of exclusive partners, owned brands and limited-time-only collections available to customers there beginning in March. The popular Roots clothing line will be featured in the promotion.