By George Anderson
The Wall Street Journal reports that Target is going to begin selling pre-fabricated home addition kits designed by architect Michael Graves.
The kits, priced from $10,000 to $26,000, will be sold on Target's web site (www.target.com) under the brand name Pavilions.
According to the Journal, "In addition to being turned into stand-alone structures, the kits can be fashioned into dens, playrooms or guest rooms and attached to existing homes. Buyers can customize the basic layouts with an array of sidings, wall colors, roof and window shapes -- 33 different combinations in all."
John Remington, a vice president of events marketing, Target said, "We kind of keep throwing things against the wall and see what resonates with customers."
Moderator's Comment: Will the availability of the Michael Grave's pre-fab design kits cause consumers to think of Target as being too upscale or will it create an image of a chain that provides superior quality products at low prices?
Michael Graves normally charges $20,000 for design fees alone. Consumers need to be clear that the availability (and low price) of these kits is only made possible because of Target. [George Anderson - Moderator]