Under The Gun At Dayton Hudson

When Linda Ahlers was named head of hard goods at Dayton Hudson Corp.'s fast-growing Target Stores division in 1993, she surveyed her domain and made a command decision. The pink-handled tools had to go. The idea was great--hammers and screwdrivers with handles that fit a woman's hand. "But pink was going too far," says Ahlers. The women's tools stayed, but the Pepto-Bismol grips were history, replaced by strong colors such as red and blue. The upshot: a double-digit increase in the sales of the tools.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.