Target's up&up I New Growth for a Private Label

The scope was huge: almost a thousand products across food, cleaning, paper goods, beauty, personal care, first aid and pharmaceuticals. Pretty much all the things that run out rather than wear out.

Ethnographic and quantitative research led to the core idea of everyday optimism: giving guest a fresh and individual brand, not an imitator – making a daunting shopping experience simpler by being easy to spot, navigate and select.

The result: an experience guest can become loyal to, not just a keenly–priced product. The impact? 20% revenue growth and a stronger masterbrand. According to BrandWeek, “Target’s nearly 50% jump in brand value could be attributed to the mega retailer’s intense focus on its new, up&up private label line.”