“Target is not an ‘everything store,’” Says CEO , “That’s not what guests want from us.”

[Anonymous]

I really don't understand what the Target Chief Executive, Michael Fiddelke, is thinking. He started last month and said today,

“Target is not an ‘everything store,’” said Mr. Fiddelke on a conference call to analysts. “That’s not what guests want from us.”

Umm. Yeah, that is actually what I wanted from Target when I shopped there before Covid. I would swing by after work or on the weekends with my husband and kids and pick up a toy for a birthday party, socks for me, sweatpants for a kid, dishwashing soap, toothpaste, a new container to store stuff in, throw a book or some school supply into the cart, get some groceries. All in one place. Used to know where everything was on every aisle. It was the nicer Walmart.

Pre-Covid I went at least once a week. Fast forward to today and I haven't been in a Target in over two years and have been there maybe five times in five years.

Why would they hire this guy as CEO ? From 2019 to 2024, Fiddelke served as chief financial officer, then COO and in Feb 2026 became CEO. He was at the top while Target fell off a cliff.

I miss the old Target.

[Anonymous]

I’m with you although I do still shop there. What does he think we want from them instead?

[Anonymous]

NP but I found a longer excerpt:

The company is trying to bring back what’s worked in the past: selling affordable, trendy fashion and furnishings that helped it earn its “Tarzhay” reputation.

Unlike Walmart, which is known for the best prices, or Amazon, which has stood out with convenience, Target wants to create a fun, treasure hunt atmosphere in stores where shoppers come in to find what’s new.

“Target is not an everything store,” said Fiddelke, who took over as Target’s chief executive last month. He said Target would focus on winning “busy families” as its primary customer base.

[Anonymous]

Anonymous wrote:NP but I found a longer excerpt:

The company is trying to bring back what’s worked in the past: selling affordable, trendy fashion and furnishings that helped it earn its “Tarzhay” reputation.

Unlike Walmart, which is known for the best prices, or Amazon, which has stood out with convenience, Target wants to create a fun, treasure hunt atmosphere in stores where shoppers come in to find what’s new.

“Target is not an everything store,” said Fiddelke, who took over as Target’s chief executive last month. He said Target would focus on winning “busy families” as its primary customer base.

I don't think the new CEO understands what worked in the past. I liked when I knew where everything was because they didn't move where things were located. An occasional treasure is great to find but people didn't go to shop there because they wanted to find something new. People would go to Target to buy things they needed then as a distraction go down the furniture or clothing aisles looking for things to splurge on.

When I used to buy kids clothes at Target, the basics like Circo were 100% cotton, thick, soft, and had uniform sizing. It was substantially different than buying kids clothes at Walmart. When Target dumped Circo and C9 and brought in Cat and Jack and other brands the difference between Target and Walmart kids clothes disappeared. They started selling kids clothes that had a high polyster mix, the sizing wasn't not uniform, it was rougher, and just looked cheap. Instead of muted colors, there were message shirts and garish colors. I would never buy any of it for any kid. It used to be upper middle class families would buy nicer brands but buy some Circo clothes just as extra play clothes to go dig in the backyard or go to the park. I don't know anyone who buys frequently buys clothes at Target anymore.

[Anonymous]

He’s totally right. Walmart and Amazon have all sorts of crap. Target was always successful because (like Costco) they were great at curating for their clients taste. So you could go in and they maybe didn’t have as broad a selection of shower curtains but they were really cute ones. And they dkdnt sell every brand of snacks but they had a bunch of really tasty ones.
They’ve sort of lost their way on that curating. As a result, I’m much less likely to shop there. Especially the clothes—it’s just much less likely that I walk in and end up with an impulse clothing purchase because I see it and am tempted.

[Anonymous]

I also agree with PP that we don’t want a treasure hunt. I hate that it’s much harder to find things now.

[Anonymous]

Haven't stepped foot in Target in over a year.

[Anonymous]

Anonymous wrote:I also agree with PP that we don’t want a treasure hunt. I hate that it’s much harder to find things now.

Yup, people who like treasure hunts went to the 99 cent, which of course are all closed now.

Target needs a woman CEO who shopped at Target for her family frequently before COVID.

[Anonymous]

I agree with much of what has been said. Used to go very frequently. Food prices were good and I could accomplish so much with one stop. Now I go like twice a year. I haven't even bothered with Circle or buying the 10% off gift card in December (if they still offer that)

[Anonymous]

No busy mom wants a treasure hunt!
Yes, I want an everything store. An everything store with a nicer curated selection. It’s supposed to be a more upscale Walmart. This is what mothers everywhere want.

[Anonymous]

They have been lost for years.

[Anonymous]

Anonymous wrote:No busy mom wants a treasure hunt!
Yes, I want an everything store. An everything store with a nicer curated selection. It’s supposed to be a more upscale Walmart. This is what mothers everywhere want.

+1

[Anonymous]

I only buy wipes from there, but I have them delivered. I haven't seen it busy for years.

[Anonymous]

Anonymous wrote:He’s totally right. Walmart and Amazon have all sorts of crap. Target was always successful because (like Costco) they were great at curating for their clients taste. So you could go in and they maybe didn’t have as broad a selection of shower curtains but they were really cute ones. And they dkdnt sell every brand of snacks but they had a bunch of really tasty ones.
They’ve sort of lost their way on that curating. As a result, I’m much less likely to shop there. Especially the clothes—it’s just much less likely that I walk in and end up with an impulse clothing purchase because I see it and am tempted.

Agree with you on curating. But if they want to keep my business, I need it to remain a place I can buy the reasonably priced new throw pillows, plus poster board for the school project and some bananas to save me an additional stop at the grocery store.

[Anonymous]

Ever since they changed buyers..I just can't go in there. Even their housewares are terrible. Everything is plastic and cheap. The clothes are unbelievably terrible!! I went to the sporting good isle to get a set of light dumbells and they were $35. I went to Dicks and got them for $9. I stop by every 6 months or so because it's so close but always leave empty handed and astonished that it keeps getting worse.