Target teases Toronto with pop-up store

The fashion hungry lined the streets outside Target‘s Toronto pop-up store early Thursday morning to get their hands on items from The Jason Wu for Target line–the first of many marketing moves from the American retailer as it prepares for its Canadian launch in 2013. While the store didn’t open to the public until noon, […]

The fashion hungry lined the streets outside Target‘s Toronto pop-up store early Thursday morning to get their hands on items from The Jason Wu for Target line–the first of many marketing moves from the American retailer as it prepares for its Canadian launch in 2013.

While the store didn’t open to the public until noon, one woman waiting in line had been braving the chilly temperatures since 7 a.m. Thankfully, Target ambassadors were on hand serving hot chocolate.

The press caught a first glimpse of the retail space, which fit perfectly with the cheap and cheerful Target brand and Wu’s ultra feminine designs. One section of the store was a sea of navy and red, and popped nicely against the crisp white shabby chic facades holding the designer duds.

An area for broadcast media was appropriately done up in Target red with framed branded posters on the wall. On a couch sat a well-behaved bull terrier known as Bulls Eye, patiently letting photographers snap away at the Target logo ringing one of his eyes.

While a Wu-designed cocktail dress can sell for as much as $5,000 at the Bay, Target’s six-hour event allowed Wu’s Canadian fans to purchase more affordable designs.

“To bring such a great collaboration here and to just be a part of the legacy of Target collaborations is really special,” Wu told the crowd.

Prices for the collection, which included T-shirts, dresses, skirts, raincoats and blouses, ranged from $10 to $45, with all proceeds benefiting the United Way of Toronto.

Last week Target announced it was opening the temporary location to give shoppers an idea of what to expect when the retailer opens in Canada a year from now.

John Morioka, senior vice-president of merchandising for Target Canada, told Marketing that bringing Wu’s collection to Canada brings to life Target’s “Expect more. Pay less” tagline by making well-designed products “affordable to all and accessible to all.”

This kind of marketing tactic isn’t new for the chain, which has become synonymous with the phrase “discount chic.” Target has hosted more than 20 pop-up stores across the U.S. (and one in France) since 2002.


The target store on King Street in Toronto was hard to miss. Dozens of shoppers waited outside for doors to open.


Designer Jason Wu and John Morioka, senior vice-president of merchandising for Target Canada.


To Canada with love. Wu’s designs on display at the King Street store.


Marketing‘s Kristin Laird does a little shopping of her own.

Brands Articles

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content