Target lost its style edge. Its new CEO wants to change that
Target Corporation, once celebrated for its chic yet affordable merchandise, is undergoing a strategic transformation under incoming CEO Michael Fiddelke, who aims to reclaim the retailer’s lost style edge and revive its brand appeal.
A Style Revival in Motion
Target’s reputation for stylish home goods and fashion-forward clothing has waned in recent years. The pandemic disrupted merchandising creativity, and inventory challenges led to safer, more generic product lines. According to Chief Commercial Officer Rick Gomez, the company’s offerings became “too basic,” losing the flair that once distinguished Target from other discount retailers.
To counter this, Fiddelke is spearheading a style renaissance. Target’s design and merchandising teams have begun drawing inspiration from ski lodges, rodeos, and college campuses, aiming to inject fresh energy into categories like home décor and apparel. The company is also leveraging an AI-powered tool called Trend Brain to forecast consumer preferences and guide product development.
Strategic Overhaul and Layoffs
Fiddelke’s vision isn’t just aesthetic—it’s structural. Target recently announced the elimination of 1,800 corporate roles, including 1,000 layoffs and 800 unfilled positions. This move represents 8% of its corporate workforce and is part of a broader effort to “rewire” the organization for agility and faster decision-making.
The company emphasized that these changes are not cost-cutting measures but a strategic reset to accelerate growth. Employees affected by the layoffs will receive pay and benefits through January 3, along with severance packages and support services.
Challenges and Opportunities Ahead
Target’s sales have stagnated, and its brand identity has blurred amid fierce competition from Amazon, Walmart, and fast-fashion players. Fiddelke, a company veteran since 2003, faces the dual challenge of restoring consumer trust and reinvigorating internal culture.
Industry analysts note that Target’s success will hinge on its ability to balance style innovation with operational efficiency. The upcoming holiday season will be a critical test of whether the new strategy resonates with shoppers.
