VMSD - July/August 2020 - 19
I N-S T O R E A C C E S S O R I E S/B E A U T Y A N D S H O E S P R E S E N T A T I O N
"TARGET BEAUTY 2.0"
SUBMITTED BY: TARGET, MINNEAPOLIS
E DWAR D FE LDM AN , M I NNE A PO L IS
C HR IS TOPHE R PAYN E/ E ST O
W
ith hundreds of beauty
brands to showcase, Target
had its hands full with its latest
"Beauty 2.0" project. Eschewing the expected gondola-laden
beauty section, this rollout project
(for nearly 1900 stores) strove to
strike a balance between inspiration and capacity, and consisted
of an experience overhaul of lighting, flooring, fixtures and signage. The merchandising, however, was what won the judges'
hearts in this year's competition.
"The guiding principle for our remodeled stores is to make shopping at Target
even easier and more inspiring. And you
can see that came through loud and clear
in our beauty section: we've elevated the
design with modern features and lighting
to invite guests to explore while making
it easy to find the products they're looking for with clearly defined sections and
lower sightlines," says Sarah Amundsen,
Sr. Director, Store Design, Target.
Soft-line style fixtures and flexible wall fixtures, as well as small
fixture statements and groupings, replaced gondolas, and low
sightlines aid guests in taking in the full
breadth of product. One challenge for the
team was adapting beauty fixture accessories, originally intended for gondolas, into
the soft line fixtures.
"The team had the opportunity to
physically set the full experience in a lab
environment, which allowed us to iterate,
sharpen our focus, and validate design
concepts. It was incredibly inspiring and
IRST
FPlace
allowed us to experiment in new ways
while working across the enterprise to collaborate," Amundsen says.
VMSD competition judge Michael
Brindley, Big Red Rooster, noted the
operational elements of the project were
"incredible" and that this is a difficult category with so many SKUs to merchandise.
"A lot of great designs never reach the
store because the client says they can't
operationalize them," he says.
VMSD.COM
|
JULY/AUGUST 2020
19
http://www.VMSD.COM
VMSD - July/August 2020
Table of Contents for the Digital Edition of VMSD - July/August 2020
VMSD - July/august 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Spellbound
No Monkey Business
Bringing the Outside In
Take Me Home
Showroom
Ad Index
Checking Out
VMSD - July/August 2020 - Intro
VMSD - July/August 2020 - VMSD - July/august 2020
VMSD - July/August 2020 - Cover2
VMSD - July/August 2020 - 1
VMSD - July/August 2020 - Contents
VMSD - July/August 2020 - 3
VMSD - July/August 2020 - From the Editor
VMSD - July/August 2020 - 5
VMSD - July/August 2020 - Vmsd Editorial Advisory Board
VMSD - July/August 2020 - 7
VMSD - July/August 2020 - The Goods
VMSD - July/August 2020 - 9
VMSD - July/August 2020 - 10
VMSD - July/August 2020 - 11
VMSD - July/August 2020 - Next Store
VMSD - July/August 2020 - 13
VMSD - July/August 2020 - Spellbound
VMSD - July/August 2020 - 15
VMSD - July/August 2020 - 16
VMSD - July/August 2020 - 17
VMSD - July/August 2020 - 18
VMSD - July/August 2020 - 19
VMSD - July/August 2020 - 20
VMSD - July/August 2020 - 21
VMSD - July/August 2020 - 22
VMSD - July/August 2020 - 23
VMSD - July/August 2020 - No Monkey Business
VMSD - July/August 2020 - 25
VMSD - July/August 2020 - Bringing the Outside In
VMSD - July/August 2020 - 27
VMSD - July/August 2020 - 28
VMSD - July/August 2020 - 29
VMSD - July/August 2020 - Take Me Home
VMSD - July/August 2020 - 31
VMSD - July/August 2020 - 32
VMSD - July/August 2020 - Showroom
VMSD - July/August 2020 - 34
VMSD - July/August 2020 - Ad Index
VMSD - July/August 2020 - Checking Out
VMSD - July/August 2020 - Cover3
VMSD - July/August 2020 - Cover4
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