With Beer and Beard Wax as Bait, Target Lures Guys to Its Stores

(Bloomberg)—You couldn’t pay some guys to wear clothes from Target Corp.

Andrew Aragon, a 26-year-old business-development associate in Washington, recently stumbled on a $40 Target gift card left at a city metro station. He went to his local Target and couldn’t find any duds worth buying, so he went home with teeth whitener instead.

“I just don’t think of it as a place to go for clothing,” Aragon said.

Guys have never really cottoned to Target. Women make up about 55 percent of the chain’s core customers, according to an industry study by market researcher Magid, a greater share than that at competitors Wal-Mart Stores Inc. or Costco Wholesale Corp. For years, cheap-chic women’s fashions from in-demand designers like Isaac Mizrahi and Jason Wu were enough to keep the cash registers ringing.

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