UP  |  PREV

Many people believe that “designed” products belong in up-scale environments, that they are exclusively associated with high end product lines.   Target, a mass market retailer in U.S.A., decided to test the proposition.  They introduced several lines of mid-priced products with definite design flair.  The first line was developed by architect and designer, Michael Graves.  (www.michaelgraves.com)   The line was so popular that finding it on the shelves at Target was sometimes difficult.  Phones, kitchen appliances, bathroom cleaning brushes, cookware and utensils, frames and decorative accessories with the design magic of Mr. Graves were so profitable that Target expanded from its original 150 products to a line that now includes more than 600 individual items.

Former target executive, Ron Johnson, was quoted in House Beautiful Magazine as saying “good design doesn’t have to be expensive,” Target priced the line at very accessible price points for U.S. middle income consumers with prices ranging from $4.99 for scrub brushes to $39.99 for toasters.  Mr. Johnson also noted that the Graves line of products has a halo effect on the rest of Target’s products…from home furnishings to apparel to sporting goods (areas as yet unexplored by Graves). (www.target.com)

The success of the Graves products led Target to introduce a small appliance collection from Philips (a world leader in electronics and a paragon of design in industrial products).  The 16-piece collection enables Target consumers to incorporate “high design” elements such as softened edges and diffused color accents into their kitchen ambiance at affordable price points. (www.philips.com)

The conclusion?  Products that look great and work better sell more and move faster.

UP  |  PREV