Breast cancer picture

NEW YORK -- Target has made its annual 4Q migration to Manhattan, this time setting up shop front and center in Times Square. Its latest temporary--and charitable--retail extravaganza is only open for one month, through Oct. 31, 2004.

Honoring Breast Cancer Awareness Month, which takes place every October, 100% of the proceeds from merchandise sales will go to the Breast Cancer Research Foundation. Products are also available on target.com.

Reflecting this endeavor, the Times Squar. store is decorated in the official color for the cause: pink, pink and more pink. As usual, Target took the decor scheme over the top, highlighting a narrow but varied assortment of gift items. Cashmere hats at $16.99 and scarves at $24.99 are available in light pink and hot pink as well as black and white, while pink canvas totes retail at $16.99. Innovative merchandising touches include traditional coin-operated newspaper machines filled with pastel Target T-shirts. Other wares available for purchase are candles and leather picture frames and journals.

This pink-and-white confection of a store mirrors the zany decor of some of its predecessors, including this summer's Hamptons installation, last fall's Isaac Mizrahi shop in Rockefeller Center and the previous year's floating Target ship in Chelsea.

While retailing product designed to benefit breast cancer charities has become widespread, involving a long list of brands including Burberry, Estee Lauder and Lee, opening a store with 100% percent of proceeds going to charity is unusual. Once again, Target has found a way to stand out amidst its competitors.

Though this store concept benefits a good cause, Target recently attracted some flack for its announcement that it will not allow The Salvation Army bell ringers to engage in their traditional kettle campaign during the holiday season. The decision was reportedly made as part of a universal non-discriminatory effort to keep solicitors away from its stores, due to other non-profit organizations attempting to set up shop. In past years, Target locations have helped bring in millions for The Salvation Army, second only to Wal-Mart last year, making it the largest retailer to ban the charity. Target is reported to be in discussions with the organization regarding alternative means to raise funds.

The timing of this announcement, which was widely reported in local media outlets, coincided with the launch of the Times Sq. store. Ideally, it will have consumers thinking pink instead of seeing red regarding Target's policies. Target remains active in a host of grassroots and local charitable efforts but its latest strategic marketing push in Manhattan is hard for consumers to miss.