When I was studying for my BBA in Management at Baruch College in New York City in the early 2000s, I remember that one of the most discussed topics in class was “Target versus Walmart.” Students in class seriously engaged in critical thinking to choose the better one between the two in terms of human resource policies, sustainability, operational efficiency, and other criteria. We discussed about these firms with a manager’s viewpoint. Everything was imaginary.
We had all the information about Walmart in the textbook. Therefore, by the time students gave opinions with a consumer’s viewpoint, oftentimes they forgot the fact that Walmart didn’t even exist in the metropolitan area of New York City. Some spoke about Walmart as if they’d gone to one. Others spoke on behalf of make-believe consumers who lived in the area where they perhaps drove to get to both of these big box stores.
Target did not arrive in New York City until circa 2005
Even Target was new in New York City at the time. Target in the Atlantic Terminal Mall in Brooklyn opened a few years after the mall’s grand opening in 2004. Around that time, Target first appeared with local TV commercials focusing on their distinctive branding which featured red, white, and the dog, without even mentioning what they were and what they sold.
Friends in California already knew what Target was, and they were surprised to find out that there was no Target in New York City at the time. It was not until 2010 that the first Target store in Manhattan opened in East Harlem.
(Source: Target corporate website)
J.C. Penney in New York City
In 2007, the only J.C. Penney in Manhattan was the tiny return counter for online purchases located in the East Village. I remember going there because I had to return a dark navy sheet set that was described as black on their online store.
The actual J.C. Penney store, which is located in the basement of the Herald Square Manhattan Mall, finally opened in 2009.
Kmart was the go-to!
So, all of these big box stores were foreign to New Yorkers in the early 2000s, with the exception of Kmart. Kmart really was the only chain of big box stores in Manhattan at the time. There were two locations—one in the East Village and the other one by Penn Station. Those stores opened in Fall 1996.
(Source: Pinterest)
Kmart or Target?
For the above reasons, the discussion topic at the public business college in New York City, “Target versus Walmart,” should have been “Kmart versus Target.”
Things I used to buy at Kmart when Kmart was the only chain of big box stores in NYC
Living in the now gentrified Brooklyn, I can get mostly everything I need in my neighborhood nowadays. However, it was different in the early 2000s. I used to ride the train (subway) to Astor Place to buy many things I needed from Kmart after having finished with grocery shopping from the nearby Japanese supermarket, Sunrise Mart, on Stuyvesant Street.
I stopped by at Kmart if I wanted to choose a detergent from a variety of scents, good quality towels, home goods, socks, and other things that I couldn’t find in my local 99 cent shops. I also bought plants there. Yes, so many plants. I got all of my horticultural needs from Kmart from seeds, soil, pots, to annual flowering plants, hanging plants, and succulents.
Comparing Kmart with Target in 2019
Now that both of these stores are conveniently located in my proximity, I can go to either of them easily. So, will I vote for Kmart or Target?
Inventory
Target in the Atlantic Terminal Mall in Brooklyn in the earlier days until early 2010s, there were many occasions that I found empty shelves with insufficient inventories. However, as far as I know, this issue seems to be resolved. Also, this has not been the case in their Manhattan’s 34th Street location. On contrary, I’ve never seen this kind of issue at Kmart stores in NYC.
Horticultural Needs
Target stores in NYC did not carry any plants from the day one while Kmart carries them. I can buy a variety of plants in my neighborhood nowadays since gentrification, and I rarely buy these items from Kmart today. However, it’s still nice to have plant options in these big box stores if I wanted to.
Fashion Collaborations
Target has collaborated with established designers such as Isaac Mizrahi, Missoni, Fiorucci, Proenza Schouler, and Marimekko.
Not everyone wants people to know where they bought their clothes and shoes. Since Target is popular and their items are inexpensive, there’s a chance that people can notice your Target outfits. Or better or worse, you might find someone who’s wearing the same clothes you are wearing.
Unlike Target, Kmart does not have a long list of established designers. However, they have collaborated with entertainers for their clothing lines such as Nicki Minaj, Selena Gomez, and Thalia in the past. And all of these collaborations seemed to be targeting teens.
Owned Fashion Brands
I must say that Target brands have a lot trendier taste than Kmart brands. At Target, items look like they were made for that particular year and season. And people realize that Target carries some nice clothes for low prices, though the quality isn’t that great. Target has much cheaper alternatives for those who shop for clothes at H&M, Zara, Forever 21, and Topshop, etc.
In contrast, many of Kmart brand items look like outlet items. Their items look outdated like they were produced several years ago. Kmart’s clothes sections can be seen as a thrift store where you can dig in to find a gem, and make some alterations if they need to. And this type of shoppers avoid shopping at hyped up H&M, Zara, or Target. Kmart has brand-new alternatives for those who usually buy used-clothes at thrift stores.
Owned Shoe Brands
I don’t buy clothes because I make my own, but I do buy shoes. And I must admit that I’ve bought a few pairs of shoes from Kmart before. Not the fake leather kind, but canvas shoes. While Kmart carries a lot of outdated clothes, some of their shoes are not so bad.
Let me put it this way: I really love the pleasure of discovering cool stuff among a pile of corny stuff. 90% of the shoes I see at Kmart are not for me. However, there’s 10% of treasure often hidden at Kmart.
They have very simple shoes with nice designs. And they focus on comfort as well. One of the shoes from Kmart I loved and still love is their simple canvas flat shoes that reminds me of Japanese uwabaki (indoor shoes). The first time I bought these shoes from Kmart was in 2005, and I’ve bought a replacement pair each time they become worn out.
At stores like Kmart or Target, the only kind of shoes I would buy are basic generic shoes like these ones above. I didn’t find any pairs that I liked at Target in the earlier days, so I stopped looking at shoes there.
Automated Rewards Program
The last time I went to Kmart for the first time in about 4 years, the clerk at the cashier asked for my phone number, and surprisingly, Kmart still had my information in their system. The clerk also gave me an instant $5 discount at the register. The receipt also came with the 25% off next purchase valid for one week. I appreciated these sort of perks.
Conversely, I was never asked to join such a program at the cashier at Target. So I’m not even sure if they have a program like that.
Conclusion
There are a number of reasons why I like to go to Target. There are three Target stores in Brooklyn where I can get to within a 10-minute bike ride while there’s no Kmart in my area. I appreciate Target’s existence when I don’t feel like taking the train to the Village or Herald Square for Kmart. A lot of the home goods and food that Target carries are nice. The fact that Target has exclusive Ben and Jerry’s ice cream flavors is magnificent.
However, if I had to choose Target or Kmart, I would vote for Kmart. It’s because I believe that Target will survive even without my vote. Many non-New Yorkers think of Kmart as another Walmart, and just avoid going there by all means. But it isn’t so for long-time New York residents.
We’ve lost so many businesses due to gentrification. Many small businesses have closed already. Even the New York traditional big chains such as Duane Reade has become Walgreens. Kmart isn’t a New York-based small company, but it’s been in NYC long enough. They are part of New York City already. I wish they survive. Do you want Kmart to survive?
This story focused only on physical stores, not online stores. Comparing the online stores of these big box stores will be a whole another story.
I want Kmart to survive.