Target’s Surprising New Strategy to Win Customers Back Looks Nothing Like Its Usual Shopping Experience

How the ailing retailer is trying to woo disenchanted shoppers ahead of the holidays

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Target SoHo. Photo: Target

SoHo has a new resident: Target. Earlier this month, in the tourist-heavy downtown Manhattan neighborhood known for its cobblestone streets, cast-iron buildings, and high-end boutiques, the struggling retailer opened its first-ever concept store.

The red space, which the company describes as “Instagram-worthy” and “hyper-curated,” marks Target’s first notable entrance into experiential retail, a strategy that smaller, founder-led consumer brands, such as Tecovas, M.M. LaFleur, and

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