According to some workers, Target is missing the mark.
The retailer recently rolled out a stricter, more standardized dress code for its employees, and some are seeing red, in addition to wearing it.
The policy change is part of a broader effort to refresh the brand, improve customer experience, and drive in-store traffic.
In November, Target announced plans to invest $5 billion across its stores in 2026 to win back customers, after reporting consistently weak or declining sales.
“Target is focused on getting back to growth, with clear strategic priorities that include elevating the guest experience,” Target spokesperson Brian Harper-Tibaldo said in a statement shared with NBC Chicago.
“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.”
The updated dress code policy requires Target employees to wear red tops or vests, but not in hues of maroon or burgundy.
Patterns are permitted so long as red is the primary (pun intended) color.
Tank tops remain off limits, and large writing, graphics, and logos are no longer permitted unless said imagery is the same size as a name badge or smaller.
In an effort to “remove ambiguity and ensure consistency,” khaki and blue denim are now the only acceptable fabrics and colors.
The retailer will be “leaning into professionalism” by banning team leaders from wearing shorts.
According to the policy update, changes shall “create a more visible and recognizable presence across the store and help guests quickly and confidently identify team members.”
Changes will go into effect in July, and to “support employees through this transition,” the company is offering one free red shirt and a one-time 50% off coupon for a denim purchase.
In the wake of the dress code memo, employees have taken to Reddit to voice their discontent.
“I’m sorry, is my red vest with the f–kin target logo, name tag, and walkie on my hip not enough of an indicator that I’m a TM?” griped an indignant team member.
“Target has bigger issues to worry about. But I appreciate that coupon and free shirt,” mused one employee.
“I’m genuinely curious as to how black pants are considered less professional than blue jeans and khakis, if that’s what they’re aiming for,” questioned another.
“They’ll have to kill me if they want me to stop wearing cargos,” was the pockets or death rallying cry of another.
The elimination of shorts for TL leaders was among the most lambasted of the policy changes.
“My heart almost dropped seeing the shorts mentioned. Not a TL, thank god. 30k rubs of the thighs a day cannot be done in pants, I’m sorry,” empathized a Target employee.
“It gets very hot during the summer, and there is no AC. We aren’t allowed to have fans anywhere in the building besides upstairs. I feel like that’s kinda unfair. And I’m a team member lol,” added another
Others noted that Target has systemic issues than shant be solved by changing the shade of red their employees are rocking.
“Spending this much time on dress code is a waste of time and will not improve morale on the TM side nor customer satisfaction on the guest side,” said one user.
“I hard agree on the corporate blindness to the real issues. Give us more hours and equipment that actually works, and I don’t mean more AI baloney. It’s not hard!!,” they added.
“Target is making all these policies, it’s not gonna change whether people are gonna come into the store…change your pricing and politics, and maybe people would,” echoed another critic.
The last comment likely refers to Target’s decision last year to roll back its diversity, equity, and inclusion (DEI) initiatives – a major reversal for a retailer long known for its outspoken support for LGBTQ and minority rights.
According to an internal memo obtained by The Post, Target explained that it was “concluding its three-year diversity, equity and inclusion goals” and ceasing reports to the Human Rights Campaign’s Corporate Equality Index.
Target’s DEI goals included hiring and promoting more women and minority employees, and recruiting more diverse suppliers, including businesses owned by people of color, women, LGBT people, veterans, and people with disabilities.
Target also eliminated a program focused on carrying more products from black- and minority-owned businesses
These rollbacks were met with fierce opposition and boycotts, and caused a marked decline in sales and foot traffic.
The Minneapolis-based retailer caught further flak for making cheer mandatory, issuing a holiday directive requiring in-store workers to smile, make eye contact, and either greet or wave to any shopper who comes within 10 feet.
