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Target Optical

Target Optical, a licensed business within Target Corporation, a US mass merchandise retailer. Target’s “Expect More. Pay Less.” brand promise means the retailer brings outstanding quality and an incredible value together with our unique “Try it On!” shopping experience.

Target Optical

Brand description

Target Optical’s convenient, stress-free shopping experience allows guests discover the fun of finding a new look with the “Try it On!” approach.

Guests get more looks for less with designer brand frames, including Ray-Ban®, Vogue®, DKNY® and Mossimo® and an incredible price on brand’s best lens, PersonalEyes™ with EasyCare™. The fashion possibilities are endless at Target Optical.

Target Optical is a licensed business within US-based retailer Target Corporation. Target Optical operates within approximately 300 of Target’s 1700 stores.

Brand legacy and history

Luxottica acquired Target Optical in 2004, who has been operating since 1995. In 2007, the brand went through a complete refresh with a new “Try it On!” sales approach, product assortment, store design, and marketing campaign to better deliver the “Expect More. Pay Less” brand promise.

Today, Target Optical is a fast growing optical retailer, offering incredible value, quality products and a unique optical shopping experience.

Values & strategic positioning

Target Optical’s “Expect More. Pay Less.” brand promise brings together outstanding quality and an incredible price with a great shopping experience. The brand combines its simple, fun and in-style attitude to deliver an unexpected optical experience to guests.