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Target Improves Fashion Section to Court Customers

Photo: Scott Olson/Getty Images

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Target is back on the right track and returned to its fashionable roots for course correction. Business of Fashion reports that after experiencing months of slumping sales, Target cut back on its grocery selection and dedicated more resources to improved clothing options.

Target found that customers missed the big box store's "cheap chic fashions" and made a number of changes to get those shoppers back. Target revamped the fit of its jeans, which resulted in more than a 10% increase in sales, added mannequins to its stores, and hired experts to make sure each store's selection is up-to-date.

Business of Fashion found that Target customers appreciate an experience, as one customer put it, that is "more upscale." And in addition to clothing, Target has also given a makeover to its home decor and baby sections while working on overall presentation of products in-store. The store has found that clothing on mannequin sells 30% better and that home products in the new display ismoving three to four times quicker than before.

Target has also managed to make better quality clothing with similar prices by signing manufacturers and suppliers on for longer-term contracts.