Brian Cornell plans to make "tweaks and enhancements" in Target as its new CEO after the company's shortcomings in the past.
Gregg Steinhafel was the Target's CEO before he stepped down in May following a massive data breach that affected millions of customers during the holiday season last year. In addition to that, Target was already experiencing problems in its Canadian division. The brand reportedly cannot keep up with the growing trends in fashion and retail environment.
Cornell affirmed that previous measures have been done by the company to show transparency when Interim CEO John Mulligan sent e-mails to more than 300,000 Target employees to keep them updated on the direction of the company.
The first email revealed that Target admitted it lacked action regarding competition and was left behind in a rapidly changing retail environment.
The second email showed the actions done for a "less commanding" management and instils the value of teamwork. Mulligan admitted that he was not satisfied with the company's performance and needs to make "big, bold changes" in the company thereafter.
The new CEO, however, reiterated that he doesn't have all the answers," but promises that Target is going to up its game in relation to fashion and trend. He said that the company would be returning from its lagging position and bring back the "coolness that Target is a really get place to shop for fashion."
The company partnered with designer Joseph Altuzzara at fashion week in New York.
Cornell is also taking actions to make Target known in the digital/mobile world, from which two-thirds of the company's digital presence originates. Target was reported to be Mobile Retailer of the Year twice in 2010 and 2013 by Mobile Commerce Daily.
Cornell, like Mulligan emphasized the importance of transparency and open communication and teamwork in Target.
"We've got to be very focused going forward. I want to make sure we build alignment. So everyone understands what the priorities are, how we're going to move forward and run the company. To do that we've go to be out there communicating," he stated
Cornell is the first CEO to be hired from outside the company. He was the former CEO of PepsiCo Americas Foods and also the former CEO of Sam's Club.
