Steve Birke

MINNEAPOLIS, Minn.—A bouncing smiley face would never work for Target. This mass merchandizer wants a different image, one that says value with class. With an upscale, hipper advertising campaign, Target aims for an upscale customer. "The typical Target customer would be a young, educated family with children, with a higher-than-average income," Steve Birke, Target's vice president, general merchandise manager, said. The store lures its customers, or guests, with clean, brightly lit stores and "by constantly challenging and reinventing ourselves with product lines," Birke said. It's Target's ability to differentiate itself from other mass merchandisers that makes it stand out and gives it its spark.

More Blogs