Over the years Target has retailed a large variety of products but has differentiated itself by marketing itself as “cheap chic”. This communications strategy targeted an up-market cachet with quality merchandise at affordable prices. They bring new trends to shelves faster than other discount retailers and integrated “fast fashion” to result in more frequent shopper visits. Advertising campaigns such as “Expect More, Pay Less” work to communicate their target audience of younger, more affluent, and educated market. They have appealed to their markets “category need, brand awareness, brand attitude, and brand purchase intention” with its IMC strategies [482].
Walmart has conveyed a brand as a discount superstore, which consumers perceive as cheap and low quality. Target enforces a strong trust in its consumers of quality and high-end products. Through their integrated marketing communications strategies the brand has become perceived as high-end affordability. This differentiation is how target has wedged itself a niche in the discount retail market.