$536 $m
As the most expensive of the discount department store chains, Target positions itself as a mid-tier retailer, offering competitive prices without compromising on brand. It continues its differentiated approach, as a discount fashion store chain, recently announcing designer collaborations with fashion brands such as Collette Dinnigan, Ksubi and Roberto Cavalli. In addition to opening 12 new stores and upgraded 26 locations last year, it’s expanding digitally as well, increasing its online product offer from 36,000 items to 60,000 by 2014. While the brand’s premium discount fashion positioning gives it an advantage over smaller chains, it’s also facing increasing competition from digital leaders such as The Iconic and ASOS. Target Australia must wow online and on mobile—or lose its share of the retail pie.