Target is definitely a few steps above a Zellers or Walmart. They tend to carry a lot of similar household items, but Target sets itself apart by making sure those items have some style and design value. The Target consumer in the US is actually fairly well off....definitely the next level up from your Walmart shopper who only gives a crap about price and nothing else.
In a lot of ways they take the Ikea approach.....stuff that looks good but is still pretty cheap (price and quality). They bring in famous designers and launch a more budget-friendly line of housegoods or fashion. They still end up making profits off of selling toilet paper and cereal, but these speciality items are what brings people into the stores.
Don't expect to walk into a Bergdorf Goodman when you walk in, but it's definitely a much nicer approach to buying cheap disposable crap made in China.
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