Target is getting rid of its JoyLab line of apparel and accessories. The line, which was introduced in 2017, was Target’s attempt to attract millennial shoppers. However, the line failed to sell well, and Target has decided to discontinue it.
Target’s decision to get rid of JoyLab is a sign that the company is struggling to appeal to millennial shoppers. Target has been trying to rebrand itself as a hip, trendy retailer, but its efforts have largely been unsuccessful. The company has been losing market share to Amazon and other retailers that have been able to better appeal to millennial shoppers.
Target’s decision to discontinue JoyLab is a sign that the company is struggling to find its place in the market. Target is no longer the cheap, convenient option for shoppers; instead, it is competing with other retailers that offer better prices and more selection. If Target wants to stay relevant, it needs to find a way to better appeal to millennial shoppers.
