Waterbury has seen Target through the launch of owned brands such as Cat & Jack, a line of children’s clothing that grew into a $2 billion business in a year, and Smartly, a line of household essentials that is meant to be affordable without compromising on design or efficacy. When talking about Smartly, he talked how consumers balance desire and reality:
I think that there's always a relationship between an initial emotional expectation that you have looking at an object or seeing something and the expectation of what might be necessary to have that in your life. And when you then see that object in relation to the price, the surprise is the fact that it is available in a way where you feel like you can have it.
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