Chapter 12: Consumer Diversity

 Target's Average Consumer

        Target aims to invite everyone into their stores and to shop online. But, the average consumer at Target is described as “Female, younger, and chic.” A valid explanation can be the company’s mission to bring more affordable higher-end clothing brands that stay updated with the trends. Or the availability of various cosmetic and skincare brands in their beauty section of the store. Around 60-3% of customers are female, and 58-62% are between 18 (Gen Z) to 44 (Gen X). 

        Its extraordinary appeal to the younger generation is its rapid development to offer a virtual shopping experience. A free mobile app that provides exclusive deals to customers displays the availability of products in stores; collecting points is an attraction with today's technology. Especially with Gen Z, where technology has been integrated into their lifestyles since childhood, it is a more effortless shopping experience all on their phones. 

        Another tactic that has helped gain the attraction of the younger generations is its advertisement on social media. Platforms such as Facebook, Instagram, and Twitter, to name a few, are becoming increasingly available for gen z, millennials, and gen x to see any new sales or introductions of indie brands. It even helps the company gain more exposure when social media challenges emerge, such as the #targetchallenge on TikTok. Trending challenges such as the one that occurs during quarantine help motivate customers to go shop at the company’s stores because of “FOMO” (fear of missing out) and bring buzzing attention over several social media platforms.