This post is one in a series on prominent company nicknames. See all 25, and share your thoughts and memories about Tar-Zhay below in the comments.
Have Target Corp. (NYSE: TGT) shoppers all of a sudden become French citizens? In the last decade or so, I've heard many, many people refer to the discount retailer as "Tar-Zhay," instead of the boring "Target." Where did that pronunciation come from, you ask?
There are opinions all over on this one, but one strikes me the best. Target, despite its discount niche, has also become a favorite destination for fashion-savvy consumers who might otherwise shop at high-end boutiques -- except for the fact they want a good deal. The French accent is a way of poking good-natured fun at the apparent sophistication of Target's deal-seeking shoppers.
In fact, Target carries much of the same discount, commodity stuff we buy at other retailers, but markets that merchandise in a cheerful and upscale way. The shopping experience, is clean, bright, and cheerful. Just look at the gleaming floors in your local SuperTarget and the white and red colors that make it seem like a test for the senses rather than a dull retailer. Bonjour, Tar-Zhay practically flows off the tongue, as a result.
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