Target’s Canadian Calamity: When Brand Cache Doesn’t Convey

Carol Spieckerman comments on today’s Retail Wire discussion: Target's Canadian folly.

In the U.S., Target is a brand. In Canada, Target is a store that has brands. The former has allowed Target to get away with style over substance in the U.S. for a few years (for now), the latter made Target a commodity the day it landed up North. Target assumed its brand cache would convey.

Check out the article and discussion on Retail Wire.