Speaking as a former 25-35-year-old woman, I would not have darkened the door of J.C. Penny during that critical decade unless dragged by a boyfriend buying power tools or flannel shirts. I associated J.C. Penny, as assertion I could support with the current website, with brands that I found staid and visually uninteresting: perhaps a place to buy a phone but never a place to buy cute clothing for myself. Moreover, during that time, I was a regular Target shopper for everything from toiletries to clothing basics to indulgence clothing to household décor.
This fascinates me, since my mother and I lived in a low-income housing neighborhood during the years she was a single mom and I was a preteen, and we frequented the local Target, then known as Targhetto. “Frequented” meaning “she dragged me there against my will with a tractor pull.” As a child, I found Target and in particular Targhetto to be incredibly depressing and associated the store and its wares with hard people in hard times.
Yet Target so successfully redid their image—and individual store—that I ended up a loyal shopper as an adult at the very same Targhetto. Like its website, Targhetto now focuses much more on designers, and seems to be lifting visuals from magazines like Glamour and Vogue.
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