As Target Australia celebrates its centenary, the retailer is shining a light on the refreshed brand platform helping reconnect customers with what they have always loved about the brand.

Feel the Love brings renewed focus to Target’s heritage of quality, style, value and trust, while creating a more contemporary and distinctive expression of the retailer across every customer touchpoint.

Rennie Freer, General Manager Marketing, said the centenary was a natural moment to celebrate the brand’s heritage while reinforcing its future direction.

“Target has been part of Australian family life for 100 years and there is an enormous amount of affection for the brand,” she said.

“Our focus is making sure we continue to earn that trust by delivering quality, style and value in a way that feels relevant for today’s families.”

Refreshed brand platform

Founded as a single store in Geelong in 1926 by George Lindsay and Alex McKenzie, the business now known as Target has grown into one of Australia’s most trusted retail brands.

Rather than reinventing the brand, the refreshed platform builds on Target’s heritage and translates it into a more contemporary and distinctive expression across every customer touchpoint.

From marketing and social content to stores and digital channels, Feel the Love reflects a clearer, more confident Target built around what matters most to customers.

“Feel the Love is a reflection of who we are at our best,” said Ms Freer.

“We’re not trying to become something different. It celebrates the qualities customers have always valued about Target while giving the brand a more confident and contemporary voice for current and future generations. A key feature of the work is that the creative platform was developed internally, giving the team ownership of both the strategy and the creative expression of the brand.

“There is something incredibly powerful about this work being created by the people who know the brand best. Our team understands our customers, understands our products and cares deeply about where Target is heading,” she said.

Commitment to quality

Target is also turning its 100-year milestone into something meaningful for customers, with an initiative reflecting the retailer’s confidence in the quality of its products.

The Kids Quality Promise states that if an eligible Target-branded kidswear item wears out before a child outgrows it, Target will replace it, subject to the published conditions.

Ms Freer said the Promise demonstrates how the brand platform extends beyond marketing and into the customer experience.

“The strongest brands deliver on their promises, not just talk about them,” she said. “The Kids Quality Promise is a practical demonstration of the confidence we have in our product and the value we want customers to feel when they shop with us.”