Target 2011 Annual Report Download - page 10

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Where Style
Meets Value
Great design, high quality and affordable
prices bring our “Expect More. Pay Less.”
brand promise to life for our guests every day.
Bringing the unexpected to our guests—from
cheap-chic collections by both emerging
designers and storied fashion houses to
marketing events aimed at getting Target
noticed by guests and noted in the media—
is not only integral to our brand and business,
but key in surprising and delighting our guests.
This innovative spirit allows us to deliver on the
“expect more” half of our brand promise and is
an essential part of what makes Target, Target.
In everything we do, we aim to make sure it’s
big, bold and worthy of the Bullseye.
1984
Target unveils our rst
ofcial owned brand,
Honors, in Apparel.
Now a critical part of
our business strategy,
owned brands give
guests exclusive
access to products
they can only nd
at Target.
1994
Our brand promise,
“Expect More. Pay
Less.” reects the
unique shopping
experience guests can
only nd at Target:
great quality and
design at an incredible
price, in a fun, clean
and inviting store
environment.
2011
The news of our largest
designer partnership
to date, featuring more
than 400 products
touting variations of
Missoni’s signature
zig-zag look, broke on
Vogue.com in July 2011.
The buzz grew to a
fever-pitch by the time
the collection hit stores
in September. In the
spring, it was a taste of
the tropics when luxury
lifestyle brand Calypso
St. Barth
®
partnered
with Target for an
affordable, limited-
edition collection
featuring items across
many categories,
including Apparel,
Accessories and Home.
8 | TARGET 2011 ANNUAL REPORT