During the 2012 Holiday Season, Target announced a partnership with Neiman Marcus, which was supposed to “set the stage for a redefining moment in retail”. What it redefined was how a company can totally miss the mark on understanding their own customers. It also redefined the too all too common disconnect between brand message intentions and store execution. The official explanation:

‘There are two spikes during the Christmas season, Black Friday and last-minute shopping just before Christmas… with a lull between”… “We underestimated that lull.”… “We believe we created a price barrier.”

I don’t disagree with that assertion, but I think it has to be noted that product presentation plays a key here. The first image suggests fashion, whimsy, and attitude. This display in the second pic does nothing but create confusion in the middle of Softlines.

Target-Neiman-concept

target-neiman-execution

The takeaway? You must execute your brand message at every touch point. Both Target and Neiman Marcus have historically been great at this, so what gives?