Target is tweaking the way employees are allowed to dress across U.S. stores, implementing minor changes for a more uniform look that makes workers easier for customers to spot.
Set to take effect in July, the updated guidance requires workers to wear only clearly red shirts, eliminating “questionable” shades like burgundy or pink. While small logos, like the Nike swoosh, are allowed, larger graphics like “a picture of a band” are not, a spokesperson told Nexstar.
Red plaid or checkered shirts are also “technically” acceptable, provided “nobody would look at it and say that’s not a red shirt,” the spokesperson added. Employees who don’t have a compliant top or simply prefer not to wear one can opt for a company-provided red vest instead.
The retailer is also refining its pants policy. While Target employees can still wear khakis or denim, the new rules specify that any denim must be blue.
To ease the transition, team members will receive a red shirt ahead of the summer rollout, along with a coupon for 50 percent off a denim purchase, the spokesperson said.
The new employee guidance is the latest change under new Target CEO Michael Fiddelke, who took the helm in February.
“Target is focused on getting back to growth, with clear strategic priorities that include elevating the guest experience. As part of that focus, we’re continuing to create a more consistent, recognizable in-store experience that delights our guests and helps them easily connect with our team,” a Target spokesperson told The Independent in a statement.
The dress code updates are part of Target’s push to turn around several years of weak sales driven by soft consumer demand, particularly for non-essential items like clothing and home goods. Once known for its “cheap chic” appeal, the Minneapolis-based retailer has recently lost some of its edge as competitors like Walmart and Costco continue to post steady growth while shoppers pull back on discretionary spending.
Target’s woes have also been compounded by backlash tied to social and political controversies, including boycotts following the company’s rollback of its diversity, equity, and inclusion initiatives early last year. The retailer also faced criticism for not publicly opposing ICE actions in Minneapolis, where it is headquartered.
Fiddelke acknowledged the challenges in an interview with the Associated Press earlier this month, saying Target has long been “a productive partner in the communities in which our 2,000 stores operate,” but conceded the company now needs to “win back trust” with customers.
Fiddelke did not specifically cite employee dress codes as part of his strategy to improve the in-store experience; instead, he emphasized a broader vision that aims to “foster creativity” among buyers while upholding the retailer’s “high standard” for its products.
“There’s so much pride in Target and there’s so much excitement to get this company back to growth,” Fiddelke told AP. “And I think just like I’m not satisfied with our performance the last few years, a team would tell you the same.”
Before Fiddelke took over, Target drew attention during the holiday season with its “10-4 program,” which required employees to smile and acknowledge customers within 10 feet, then engage more directly by asking about their day or offering help once within four feet, formalizing interactions that had previously been encouraged but not strictly defined.
Additionally, Target executives have acknowledged that some stores are cluttered and that certain items remain out of stock, Bloomberg reports. The company is vying to ensure locations a clean and organized, the outlet added.
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