Target's New Dorm Room Collection Was Designed by Its Interns

By: Katherine Pendrill - Aug 25, 2016
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This year, Target adopted a unique approach to creating its college dorm room collection. Instead of telling students what to buy for back-to-school, the retailer taped its own interns to find out what kinds of products students really want to buy.

For Target's Room Essentials 2016 College collection, the retailer turned to the 90 undergrad interns working in its Minneapolis headquarters. The students were invited to share designs and ideas which would be used for the new dorm room collection. Target also hosted mini focus groups to ask the interns about their opinions on different college supplies. Many of these ideas were used in the new collection to create hip products such as decorative gold foil pillows, paint-splattered bedding and motivational wall hangings.

By asking real students what kinds of products they want to see on store shelves, Target demonstrates it commitment to meeting the needs of college-aged shoppers.