Target Wants to Score Bullseye with 'Hip' Image

Summary

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Target Corp. has been working extra hard to appear hip.

The discount retailer last month paid $1.5 million to have its red-and-white, bull's-eye logo peppered throughout the New Yorker magazine. It hired a team of acrobats to leap off the Rockefeller Center (with harnesses) in clothing from its fall collection. Even its pet department is taking on a new look, with "Black Bling" T- shirts and leopard-print chenille sweaters for pooches.

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Extract

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Target Wants to Score Bullseye with 'Hip' Image

But could Target's trendy image become a liability in a world of soaring gasoline prices, declining consumer confidence and economists raising the specter of a recession?

Target's stylish ads and savvy merchandising might have won it a loyal following among younger and more fashion-c...

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