Retail giant Target is re-thinking how it markets merchandise in support of the LGBTQ community.
Target is moving in-your-face products out of most retail stores. It will continue to sell the merchandise online.
Last year Target hired a transgender Satanist artist to design its Pride Month merchandise. Who knew that was a bad decision? Well, just about everyone who shops at Target. This year’s collection is smaller. Shoppers did not appreciate walking through the entrance and being greeted with Pride Month merchandise
Take, for instance, the swimwear that featured an option of tucking male naughty bits.
The outrage and subsequent calls to boycott appeared to stem from select products including swimwear made for transgender people that some incorrectly said was offered in children’s sizes. Target also pulled apparel and accessory items from U.K.-based brand Abprallen, which critics accused of expressing “Satanist” views in its designs. The designer — who identifies as a gay trans man — said in an Instagram post that the claims were false and based on designs that weren’t part of the three items initially sold at Target.
Target said it decided to pull some of its Pride items because of “confrontational behavior” its workers faced at some of its stores. as well as threats made on its customer hotline.
Yeah, it turns out that moms don’t want to have to explain trans wear to young children along on the shopping trips. Some customers were riled up enough to confront store clerks. Some store clerks weren’t very well-trained to handle the situation.
It showed the cluelessness of Target’s management as to who were the store’s customers.
Target sold an assortment of Pride products last year in all of its 1,900 retail stores. That is being changed this year. A smaller, undisclosed amount of stores will have merchandise available this year. Decisions are being made according to market feedback. All of its merchandise will be available online.
The retail chain has sold LGBTQ merchandise for years without creating much of a stir. However, I think it was the shift into trans merchandise that was crossing the line for many customers. This year’s collection is “based on guest insights and consumer research.” That sounds like the approach Target should have taken in the first place.
Despite a dip in sales not seen in years, Target will continue to produce LGBTQ merchandise for Pride Month and also curated merchandise for Black History Month. Bidenomics is in play, too, with consumers buying fewer discretionary items. Shopping budgets are tighter in Biden’s America.
After the controversy, Target leaders said they would develop a more curated assortment for not only Pride celebrations but other cultural commemorations such as Black History Month as well.
“Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round. Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members,” the statement released on Thursday said. “Beyond our own teams, we will have a presence at local Pride events in Minneapolis and around the country, and we continue to support a number of LGBTQIA+ organizations.”
Politics entered the conversation last year. Everything is politicalized now. There has to be a balance of concern voiced for all customers, though, not just the rainbow warriors.
Target also faced criticism from those within the LGBTQ community and allies such as Minnesota Attorney General Keith Ellison, who in a letter with 14 other attorneys general said he was concerned Target’s reaction to the backlash sent the wrong message to “those who engage in hateful and disruptive conduct.”
Brian Cornell, Target CEO, recognized it was the right thing to do to adjust the chain’s Pride assortment. He said they will apply lessons learned from last year’s fiasco. The retailer will be “staying close to our guests and their expectations of Target.”
Who knew that knowing your customers was crucial to corporate success? Let’s ask Anheuser-Busch.