For years, shoppers largely assumed the Wesfarmers-owned Target chain had lost its way, overshadowed by sibling brand Anko and seen as anything but stylish. Then a trickle of organic influencer posts started appearing, reaching more than 100,000 followers and showcasing unexpectedly on-trend pieces.
That niche enthusiasm has swelled into a loud fan-girl momentum, as Australia’s over-30s mid-market shopper increasingly declares the retailer is back. The shift follows a long stretch of underperformance and internal restructuring.
Target has been a headache for Wesfarmers ever since it came with the Coles Group acquisition in 2007, with analysts repeatedly calling for a sale or shutdown. Rather than exit, Wesfarmers folded Target into Kmart three years ago, creating the Kmart Group so the two chains stopped chasing the same customer dollars.
The group still pushes hard for profit, and Wesfarmers recently highlighted how tougher apparel trading conditions at Target dragged on earnings in the December half. Store numbers also tell the story, Target runs 122 locations, less than half of Kmart’s 271 outlets, underscoring the smaller footprint behind the hype.
Fashion-specific moves are now driving the buzz. Influencers spotlight Lily Loves funnel-neck jackets aimed at Gen Z alongside cashmere crew neck knitwear that appeals to older shoppers.
Racks also feature bomber jackets and genuine leather and suede ballet flats, signalling a shift toward more premium-feeling basics at accessible prices. Social media content blends these pieces into everyday wardrobes, helping reposition the chain as a credible mid-market fashion option rather than a purely functional discount store.
