the Target effect…
Architects should look closely at a certain retail giant, and take note.
If you’re now finding yourself thinking
“what the hell is she talking about?… i’m an architect for god’s sake…”
… hence my point… & I’m going to walk you through this:
> The other day, browsing the tv (which is mostly crap by the way… don’t know what they’re thinking…), we ran into a documentary about Target. Everything about its inception, founders, business strategy, today and where they’re going.
We were quite surprised at how old Target is. Not originally named such, Target’s inception came to be from Dayton Dry Goods, a company founded in 1902 in Minneapolis. A family of entrepreneurs that constantly held their post dominating retail, though slowly and inconspicuously through “affordable” stuff (the downstairs store)
For years they continued to try, and try hard, to succeed with all of the best, newest, one of a kind stuff, when deep down their “downstairs” was what was soaring (they did not realize then…)
It took about 50 years, and a couple of generations involved, to realize that it was about quality, but about affordable quality, for the masses.
So… today Target is a place that, regardless of who you are, lower to middle class, professionals, the snobby and rich… even the elite above and beyond, you love the place because it is “affordable” (not cheap) quality and aesthetic stuff. Target, like other corporations we know, is almost cult-like in terms of its customers.
We, the profession of architecture (architects), have gone in the complete opposite direction of what makes sense. The opposite direction that those designers have taken, like Isaac Mizrahi, or the beautiful products by such as Liberty of London… and now William Rast (by Justin Timberlake) or my personal favorite Mossimo (because they have the best fitting jeans and tees I’ve ever encountered… and I’ve even bought $100 jeans before).
[ Remember... Michael Graves?... tea pot now a Collector's item ]
Why can’t we take note, and realize that we are not above and beyond others… we serve others. Like retailers do. Like the hospitality industry does. The public.
Sure, we train and become highly specialized… but we’re still ones that must sell “our business” to the public. Really! Don’t you see it?
I know you would like to say “we don’t sell a product… we sell a service…” but blah blah blah! to that. We sell a product. You cannot deny that, even though not in existence, your design is a product… the product that is your client’s eventual built environment.
Have you ever stopped to think about why Contractors do better? Get respected more? Or make more money?… Even after not receiving or enduring as much education or training (not even close) as we do? You know, they could also make the same BS statement that “they provide the service of building construction”… but they don’t. They sell their clients a product. The building.
In the same way you should be selling your client a product. The building.
If you disagree, then look around you. Why are we in such depths of disarray in this market? No one has to be. No one should be.
Did you know Target recently opened their first store in the island of Manhattan?… Do you have a project in Manhattan?… Looks to me like Target’s got you beat (bahaha… bad joke)
But honestly… re-think your practice, re-think your strategy, and I would strongly recommend you put into perspective exactly what it is (& how it is) that you’re doing it all. Put into practice “the Target effect”.
AND… if this at all sounds interesting to you… got get yourself some additional free business skills from Barnes & Noble, for the small price (or big depending how you look at it) of a stbx cup of coffee.