Shoppers flock from Kmart to Target and swear they'll never return: ‘It's always the first place I go’
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In the ever-evolving landscape of Australian retail, a significant shift has occurred as shoppers increasingly turn their backs on Kmart in favour of another major retailer, with many declaring they have no intention of returning.
This trend has sparked curiosity and conversation among consumers, prompting us to delve into the reasons behind this retail migration.
Aussies now prefer Target over Kmart, and they have revealed the reason why.
The allure of Target's clothing range has become a major drawcard, with shoppers across the nation praising the brand for its exceptional value for money.
The secret seems to lie in the superior design and quality of Target's apparel, which has garnered a loyal following.
In contrast, Kmart's focus on 'trendy' items has come under scrutiny, with customers noting that these products ‘wear down after a few washes’.
Despite both Kmart and Target falling under the Wesfarmers—a conglomerate that also owns Bunnings Warehouse and Officeworks—the two stores have maintained distinct identities.
Post-merger, Target has retained its exclusive clothing brands, such as Lily Loves, Preview, and Fila, while Kmart has taken over the home and beauty segments on the shelves.
Target's pricing may be a notch higher than what Kmart shoppers are accustomed to, but Australians have said the extra investment is well worth it.
'From my experience, Target materials feel more durable, and the designs are more refined. But Kmart does better with “trendy” home décor items, though sometimes longevity can be a hit or miss,' one shopper expressed online.
The sentiment is echoed in the maternity, baby, and kids' clothing sectors, where Target's offerings are perceived as superior in quality, durability, and design.
'Target baby and kids clothes were hugely better in quality than Kmart. Better feel, better wear, kept colour and didn't stretch out of shape. Their women's clothing was also generally better,' a customer shared.
Target's recent clothing lines have even made waves on social media.
'I'm obsessed with the new spring and linen collection at Target,' one said.
'The work wardrobes are just the best,' another added. 'It's always the first place I go nowadays when I need new clothes.'
Amidst the Kmart-Target merger, loyal customers have voiced concerns over the potential loss of Target's staple products.
'I have always bought our sheets from Target. It has been a staple product forever,' a woman said.
'I went in yesterday to buy a new set, and they were on clearance. Every colour. I think they will be replaced by Anko very soon.'
Another added, 'Target had better not lose its own brand of towels and sheets. They are far superior to even the most expensive Kmart brand.'
The difference between the two stores extends beyond product quality.
'I have found Target clothes to be consistently better quality than Kmart brand still. I have got a few things since the change over,' one shared.
'What I hated about our local Kmart store at the time was the mess. Clothes jammed so tight on shelves it was impossible to browse, so stuff inevitably ended up on the floor or scattered nearby. The shoes were the worst.’
'Our local Target, by comparison, was lovely to shop in,' another added.
The decision to merge the two entities came after Target experienced a $67 million slump in sales in 2020, leading to the closure or conversion of 167 stores into Kmart outlets.
This move aimed to consolidate operations and harness technology more effectively, with Wesfarmers' Executive, Mr Bailey, citing significant cost savings and productivity improvements as key benefits.
Despite the upheaval, Target staff were offered positions within Kmart or other Wesfarmers companies, ensuring a smooth transition for employees.
The company invested between $120 million and $170 million in the closures and conversions, with an additional $140 million allocated for store conversion and stock clearance costs.
Have you made the switch from Kmart to Target, or do you still find value in what Kmart has to offer? Share your experiences and thoughts in the comments below!
This trend has sparked curiosity and conversation among consumers, prompting us to delve into the reasons behind this retail migration.
Aussies now prefer Target over Kmart, and they have revealed the reason why.
The allure of Target's clothing range has become a major drawcard, with shoppers across the nation praising the brand for its exceptional value for money.
The secret seems to lie in the superior design and quality of Target's apparel, which has garnered a loyal following.
Shoppers now prefer Target over Kmart, and they revealed the reason why. Credit: Shutterstock
In contrast, Kmart's focus on 'trendy' items has come under scrutiny, with customers noting that these products ‘wear down after a few washes’.
Despite both Kmart and Target falling under the Wesfarmers—a conglomerate that also owns Bunnings Warehouse and Officeworks—the two stores have maintained distinct identities.
Post-merger, Target has retained its exclusive clothing brands, such as Lily Loves, Preview, and Fila, while Kmart has taken over the home and beauty segments on the shelves.
Target's pricing may be a notch higher than what Kmart shoppers are accustomed to, but Australians have said the extra investment is well worth it.
'From my experience, Target materials feel more durable, and the designs are more refined. But Kmart does better with “trendy” home décor items, though sometimes longevity can be a hit or miss,' one shopper expressed online.
The sentiment is echoed in the maternity, baby, and kids' clothing sectors, where Target's offerings are perceived as superior in quality, durability, and design.
'Target baby and kids clothes were hugely better in quality than Kmart. Better feel, better wear, kept colour and didn't stretch out of shape. Their women's clothing was also generally better,' a customer shared.
Target's recent clothing lines have even made waves on social media.
'I'm obsessed with the new spring and linen collection at Target,' one said.
'The work wardrobes are just the best,' another added. 'It's always the first place I go nowadays when I need new clothes.'
Amidst the Kmart-Target merger, loyal customers have voiced concerns over the potential loss of Target's staple products.
'I have always bought our sheets from Target. It has been a staple product forever,' a woman said.
'I went in yesterday to buy a new set, and they were on clearance. Every colour. I think they will be replaced by Anko very soon.'
Another added, 'Target had better not lose its own brand of towels and sheets. They are far superior to even the most expensive Kmart brand.'
The difference between the two stores extends beyond product quality.
'I have found Target clothes to be consistently better quality than Kmart brand still. I have got a few things since the change over,' one shared.
'What I hated about our local Kmart store at the time was the mess. Clothes jammed so tight on shelves it was impossible to browse, so stuff inevitably ended up on the floor or scattered nearby. The shoes were the worst.’
'Our local Target, by comparison, was lovely to shop in,' another added.
The decision to merge the two entities came after Target experienced a $67 million slump in sales in 2020, leading to the closure or conversion of 167 stores into Kmart outlets.
This move aimed to consolidate operations and harness technology more effectively, with Wesfarmers' Executive, Mr Bailey, citing significant cost savings and productivity improvements as key benefits.
Despite the upheaval, Target staff were offered positions within Kmart or other Wesfarmers companies, ensuring a smooth transition for employees.
The company invested between $120 million and $170 million in the closures and conversions, with an additional $140 million allocated for store conversion and stock clearance costs.
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