Target (NYSE: TGT) has been in a challenging stretch. This is reflected in its share price, which has dropped more than 31% since the start of the year through Sept. 5. That's a severe underperformance, compared to the S&P 500 index's 10.2% gain and the S&P 500 Retail Composite 's 7.8% increase.

Target leans on carefully curated private brands and fresh product drops instead of nonstop discounting. Kohl's is remodeling stores, overhauling private labels, and reshuffling the management team all at once. Target is the safer choice for most investors ...