What Makes Target, Target — And Can the New Finance Guy Save It?

What Makes Target, Target — And Can the New Finance Guy Save It?

Let’s be honest: Target used to feel like the cooler cousin of big-box supermarkets. Stylish, just-a-notch-up-from-basic, and—most importantly—different. That vibe of “Tar-zhey meets everyday value” is what we used to swoon over. But lately? The brand’s been wobbling, and the scrubs and price signs are starting to feel Walmart-ish. Here’s what’s going on—and why it matters.

1.  The DEI Rollercoaster: From Beloved to Backlash

Back in the day, Target leaned into inclusivity. Pride merch, support for Black-owned brands, and a deep dive into DEI weren’t just talk—but a way of life. That helped build trust and loyalty.

But come early 2025, things shifted. DEI initiatives got slashed. Comparisons to identity pandering turned into a full-blown consumer revolt. A 40-day boycott cost the company $12.4 billion in market value. That’s loyalty evaporating fast.

Quicker than you can say “Bullseye,” Target went from “progressive icon” to “identity absent.” And loyal shoppers? Many walked away.

2.  New CEO, Old Moves: The Finance Exec Takes the Wheel

Fast-forward to August 2025: CEO Brian Cornell announces he’s stepping down—after a solid 11 years. Enter Michael Fiddelke, longtime CFO-turned-COO, taking the helm starting February 1, 2026.

Investors expected a flashy outsider to overhaul the brand. What they got? A familiar face. Stock dipped 6–10% on the news.

But Fiddelke is no stranger—20 years inside, all about numbers and efficiency. His playbook?

• Sharpen product lines, especially in home and “fun” categories like toys and tech (“Fun 101,” anyone?)
• Lean harder into private-label and trend-forward stuff
• Ramp up tech and automation to rethink store ambiance and staffing
• Launch paid membership (hello, Target Circle 360, $99/year)
• Ditch complicated pricing, focus on sleek consistency 

Sounds fine on paper. But can spreadsheet hustle bring back the emotion?

3.  Is Target Trying Too Hard—to Be Target Again?

Here’s where it gets interesting: Is Target rushing to fix the brand, or just patching leaks?

Yes, they can reclaim their identity—if they…

• Bring back curated, on-trend collections (not just “cheap stuff in bulk”)
• Clean up store experience: stocked shelves, real staff, not just security cases and chaos 
• Revive the emotional connection—by actually being inclusive again (not just with words)
• Stretch that “cheap-creative” vibe with smart, stylish product design
• Let Fiddelke act like a creative visionary, not just a calculator whisperer

But if they don’t, expect more of:

• Bland sameness (hey Walmart, and Amazon!)
• Loss of loyal guests who came for Target’s “fun edge”
• A brand identity so generic people forget why they used to love it

4.  Bottom Line: What Makes Target, Target? And Does It Still?

Target used to be a place where affordability met unexpected delight. Minimalist packaging, stylish in-house brands, and an almost wink-you-get-me sort of vibe. That was Target’s secret sauce.

Right now, they’re tinkering with that sauce—and if it turns into “just sauce,” we’re in trouble.

 

Fiddelke’s a numbers whiz, no doubt. But what we need is emotional resonance. This is not a finance problem—it’s a feeling problem.

Target can be Target again—but only if it remembers what made people fall in love in the first place. Everything else is just another discount store.