Brian Cornell Plots Target Corporation's Future

In a report by the Wall Street Journal Wednesday, Paul Ziobro outlined how the new Target Corporation TGT CEO Brian Cornell plans to “double down” on a select few departments within the store.

Cornell plans to commit strong attention to several aspects of the company, such as baby products, children's products, “design and style” products and those related to wellness.

“With the new strategy, the retailer is laying more responsibility on suppliers to be on trend and find products that will give Target an edge,” stated Ziobro.

The change in focus will also extend to the retailer’s marketing strategy. Target COO Jeffrey Jones added, ”We had a message that got too diffused.”

Some aspects of the new strategy have already been put in effect.

Target began carrying high-end baby products from Jessica Alba's Honest Co. in June, and added mannequins as part of an apparel section redesign, Ziobro mentioned.

Fashion and furniture have long been trademarks for Target, and Cornell plans to revamp these areas first. Although the company's entrance into the food and grocery space improved same-store sales post-recession, Cornell considers this area to be a “work in progress.”

Target is also planning to develop and build smaller stores in hopes of offering easier navigation to customers. Cornell plans to layout his new strategy in detail Wednesday during the company's yearly employee meeting in Minneapolis, MN.