Looking for the next Target/Tar-jehay

As I looked at dollar store brand of anti-bacterial pump hand soap at my kitchen sink the other day, I began to wonder who will take advantage of the importance of value by making it fashionable in the year ahead. This small pump looked somewhat well designed, but the dollar store brand logo certainly was not "fashionble."

Target (pronounced as "tar-jehay" in nice neighborhoods, "tar-ghetto" in not so nice ones) has done a very nice job in the past decade of making this value brand hip (despite what feels like a creative slip in their recent Christmas pagent TV spots).

Even though I struggle to remember their tag line (Expect More. Pay Less), Target clearly understands they can attract customers by having them feel they can get a smart bargain when shopping in their stores. In fact, Target has taken this to a whole new level not just through marketing of their image - but through use of design (in stores, through designer products, etc). They have done a terrific job in other areas as well, including their community and educational based charitable programs, but they have clearly made it much easier for even upper middle class shoppers to say they have just purchased something at "Tar-jehay" versus Wal-Mart.

Now Target is not really a badge brand - or something we display to the world as a reflection of our taste and personal identity (think cars, fashion lables, alcoholic beverages in social situations, mobile phones, etc). But they have managed to take advantage of a consumer need to feel they have obtained great value from a shopping experience. I may be wrong, but it feels like the times are once again ripe for other brands to follow this lead.

I looking for sources of insight on what societal trends we see and what consumers historically do during tougher economic times (e.g. buy more small luxuries like chocolate bars, fashion trends, etc). I found an article that explains that during the 1930's, "Kellogg, Chevrolet, and many other companies blossomed while their rivals were wilting (because) they invested in marketing and innovation." I also stumbled across the book Obamanomics: How Bottom-Up Economic Prosperity Will Replace Trickle-Down Economics (Economics in the Obama Presidency), and while this looks interesting, it is not exactly what I was looking for. I know there is more out there so if anyone has anything to share, please send it on.

I read recently the the word "opportunity" is out these days. While I hope this is not entirely the case, I understand an atmosphere that is creating a need for substance and value versus simply "conceptual values." In fact, Wal-Mart appears to be best positioned right now to take advantage of the economic downturn. As Britt Beemer, CEO of America's Research Group and author of "The Customer Rules" suggests "Retail is a game of momentum, and whoever has the momentum wins."

If you are reading this, please feel free to submit ideas on who is either making value more fashionable these days or is best poised to do so.

Thanks.