Ever since Brian Cornell took the top job at discount retailer Target, his stated goal is to try to get the company's "cool" back.
To that end, there have been star-studded events to promote exclusive merchandise, a fashion collaboration with designer Joseph Altuzarra that launched to rave reviews, and now a partnership with Manhattan boutique, Story, to usher in the holiday shopping season.
Only time—and sales—will tell whether these steps will help Target get its groove back, but it is clear Cornell is certainly open to trying new things.
His latest experiment sprang from a visit to a store in New York's Chelsea neighborhood, close to where his daughter lived, and it's all about building buzz about Target during this critical shopping period.
In the past, Target has turned to temporary "pop-up" shops as a way of promoting its brand, but Story, while it could be likened to a pop-up concept, is not. The retail concept store itself has a permanent lease in place and the items sold are curated like a magazine or a gallery exhibition.
In this way, the store tells a new "story" every eight weeks when the items it sells switch out, according to Story founder Rachel Shechtman.