Target Australia… update

My blog post about Target Australia’s plus-size department created a huge stir and an incredible response. It was very clear that it wasn’t just me that was feeling dissatisfied with what is going on there. THANK YOU to everyone who took the time to write about your experiences, it helped me create a good snapshot of feedback and experiences to present to the team.

The original blog post was published on the 1st April. The next day (Good Friday), I received an email from Target Australia addressing my concerns, apologising for how we were all feeling and inviting me to meet with the Customer Service and Women’s Department plus-size buying team and technical designer.

I took Target up on their offer to meet and in late May enjoyed 3 1/2 hours with the team in Target Australia’s Melbourne CBD store. During the meeting, I was asked by the team to walk with them through the store and speak frankly about my impressions of what was on offer. To begin with I was rather concerned about sharing my concerns and observations too frankly as I was quite worried that it would land on deaf ears. To the Teams’ credit, it became clear within minutes that they WERE listening, and more importantly ASKING for honest critique and feedback. How refreshing!

We talked about how Target is sending mixed messages with the positioning and merchandising of their plus-size department, and with their marketing campaigns.  Let’s face it, it’s just not fashion we’re seeing in Target’s plus-size department.

9215088295966I had the opportunity to provide honest critique about the range, talk frankly with the team about the perception that curvy women have about Target’s mixed messages and to listen to their plan to move forward. It was apparent to me that they were already aware of the shortcomings of their range and marketing of it, and most importantly it was clear that they were LISTENING! This is a brilliant first step towards something positive.

I had spent a considerable amount of time preparing some data, images and a bit of a presentation with my findings, and I was pleasantly surprised that we had covered 95% of what I wanted to say before I’d even had a chance to pull it out! I emailed the team a copy of my data and presentation and they have reviewed it.

CONGRATULATIONS to the Target Australia women’s plus-size team and thank you for inviting me to meet with you. It was a very constructive session, and I look forward to the opportunity of working with you further on moving the Target Australia plus-size offerings to a more deserving position for the curvy girls of our Nation.

Stay tuned ladies, I won’t let this one go!

Love your shape!

Janine x

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