Target embarks on refreshed brand positioning by engaging celebrity ambassador Gok Wan.
Target Australia has joined forces with an International fashion stylist and acclaimed TV presenter, Gok Wan to help customers select their Target wardrobe must-haves and key fashion pieces.
This is a fantastic brand-positioning move by the retailer which improves its reputation and elevates its fashion and style positioning in the department store segment. This move follows recent campaigns from other department store leaders such as K-Mart and Big W who have been ramping up their marketing efforts.
Choosing a celebrity ambassador is a bold choice for any brand. It comes with many benefits but it is also an area where brands should proceed with caution. You need to be sure that your brand values and personality match that of the celebrity endorser for a seamless fit to ensure your brand strategy stays strong.
A positive impact of engaging a celebrity brand ambassador is an instant transfer of brand equity from the celebrity to your brand, bringing instant recognition amongst consumers. However, your brand will be linked to theirs, which means if they ‘fall over’ or create negative publicity it will inevitably affect the positioning and reputation of your brand.
Target Australia managing director Stuart Machin said that he was thrilled to have the fashion icon on board at Target.
Says Machin: “I think Gok represents everything we want Target to be – fun, modern, stylish, with something for everyone.”
Gok Wan said “There are so many great looks you can get at Target so it is all about building an outfit, grabbing those must-have pieces and maximising your shopping experience by selecting those items that suit your body shape, your personal style, the occasion-whatever you might be looking for.”
Target’s partnership with Wan is one of a series of initiatives undertaken to revitalise the brand and make it relevant for today’s customers. Along with the new brand ambassador the old “100% Happy” tagline has disappeared, and is replaced with “Get More, Pay Less”, a commitment made to shoppers when they shop at Target.
Stuart Machin said “Our new tagline – and our new ambassador – are both steps on our journey to reinvigorate Target and once again make it a great place to shop.”
As a brand you need to carefully consider the implications the celebrity endorser will have on your brand however this needs to be balanced with the perceived value that they will bring. I think Target has made a fantastic choice in engaging Gok Wan as a celebrity brand endorser as he has created a point of difference for Target, positioning them as style and fashion experts for every day people.
Director of Brand Projects
Image source: www.prolificnorth.co.uk