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'Lost their identity': Why Target is struggling to win over shoppers and investors
CNBCยท 2025-07-15 11:00
Core Insights - Target is experiencing a decline in customer loyalty and sales, attributed to inventory issues, a shift in brand identity, and changes in diversity and inclusion policies [2][3][5] Group 1: Customer Experience and Loyalty - Customers report a significant decline in their shopping experience at Target, with issues such as out-of-stock items and less friendly staff contributing to reduced visits [2][6][32] - Target's market cap has dropped from approximately $129 billion in July 2021 to about $47 billion, indicating a loss of consumer interest [15] - The company has lost market share to competitors like Walmart, with data showing that many former Target customers are now shopping at Walmart and other retailers [28][29] Group 2: Business Performance and Strategy - Target's annual revenue has stagnated for the past four years, and the company expects sales to decline this year [3][4] - The retailer's inventory issues have persisted post-pandemic, with inventory up 11% year-over-year, leading to markdowns and canceled orders [31] - Target is attempting to revamp its business by launching an Enterprise Acceleration Office and focusing on digital sales, which have increased significantly during the pandemic [12][38] Group 3: Leadership and Corporate Culture - The company is at a leadership crossroads, with CEO Brian Cornell's future uncertain as he is set to remain in his role until at least 2025 [8] - Former employees have noted a decline in corporate culture and employee morale due to cost-cutting measures and a shift away from diversity initiatives [6][42] - Target's rollback of diversity and inclusion efforts has alienated some customers and employees, impacting brand loyalty [45][61] Group 4: Market Competition and Economic Factors - Target faces stiff competition from retailers like Walmart, which have adopted more fashion-forward private brands and expanded their offerings [27] - The company has been forced to cut prices on thousands of items to remain competitive amid high inflation and economic uncertainty [25][24] - Analysts indicate that Target's struggles are not solely due to economic conditions but also stem from a loss of unique brand identity and customer connection [17][18]