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Takeaway: At least Target (finally) recognizes that it has a brand problem in Canada.

Editor's note: This is an excerpt from retail sector head Brian McGough's morning research. Click here for more information on options available to Hedgeye subscribers.

TGT - Target trying to woo back Canadian consumers with video apology

  • "Target has taken to YouTube in order to apologize to Canadians, using the voices of its employees to take responsibility for a disappointing first year in the country. The two-and-a-half-minute video features interviews with Target employees reflecting on the problems the company has faced and promising improvement in the future."

Takeaway: At least Target finally recognizes that it has a brand problem in Canada. Whether or not this plea for forgiveness actually works is for the consumer to decide. But, we don't think execution is the only thing to blame for TGT's underwhelming results North of the border.The fact is that Canadian marketplace can't support the revenue projections the company set. In order the hit the $6bil revenue target in FY17, TGT Canada would have to eclipse the US store share of wallet in 4 years. Consensus estimates have come down about $1.3bil since we published our report in late April and are now under $4bil, but we think numbers are still too high. 

Target to Canada: We're Sorry - 445