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Target’s Decision To Pull Back Controversial Merchandise Sparks Controversy Among Millions of Shoppers

Akash by Akash
May 11, 2024
in News, Retail
Reading Time: 2 mins read
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Target's Decision to Pull Back Controversial Merchandise Sparks Controversy

In a surprising turn of events, Target (TGT) has adjusted its strategy concerning its pride collection. The retail giant has announced that it will be significantly limiting its LGBTQ merchandise to “select stores” following public backlash over items marketed towards children, such as transgender swimsuits.

Target’s Decision To Pull Back Controversial Merchandise Sparks Controversy Among Millions of Shoppers
An example of the “tuck-friendly” swimsuits that sparked backlash was the controversy around marketing LGBTQ products.

A press release dated May 9 conveyed Target’s ongoing commitment to supporting the LGBTQ community “year-round” while emphasizing a strategic focus on stores where these products have historically performed well.

“We’re offering a collection of products including adult apparel, home, and food and beverage items, curated based on consumer feedback,” Target confirmed. “The collection will be available on Target.com and in select stores, based on historical sales performance.”

Target's Decision to Pull Back Controversial Merchandise Sparks Controversy
A Target store with a prominent logo, highlighting the retailer facing backlash over its controversial pride merchandise.

The Backlash and Financial Impact

The backlash against Target’s pride collection in 2023 during Pride Month has undeniably influenced the retailer’s decision. Facing a boycott, the company experienced a 5.4% dip in sales in the second quarter of 2023, reflecting the impact of their controversial merchandise.

Their collection featured swimsuits marketed as “tuck-friendly,” which could conceal male genitalia and children’s products like “Queer All Year” calendars and books such as “Twas the Night Before Pride.”

BREAKING: Target has announced it will stop selling its ‘Pride collection’ in most stores after huge backlash over LGBTQ+-themed merchandise, including bathing suits designed for transgender people, harmed sales. pic.twitter.com/inHM94BJvu

— Leading Report (@LeadingReport) May 10, 2024

Target’s Response to Escalating Threats

The fallout from the Pride merchandise controversy wasn’t just financial. On August 6, 2023, Target CEO Brian Cornell shared that the company had to swiftly remove some items after employees began facing threats at stores. Some stores even reported bomb threats, prompting evacuations and an FBI investigation.

“As you know, we have featured a pride assortment for more than a decade,” Cornell noted during an earnings call. “However, after the launch of the assortment this year, members of our team began experiencing threats and aggressive actions that affected their sense of safety and well-being while at work.

I want to make it clear, we denounce violence and hate of all kinds. And the safety of our team and our guests is our top priority. So, to protect the team in the face of these threatening circumstances, we quickly made changes, including the removal of items through the center of the most significant confrontational behavior.”

Broader Corporate Impact

Target’s challenges are not isolated; other companies also experienced similar backlash over their support of LGBTQ rights. In April 2023, Anheuser-Busch’s Bud Light faced a consumer boycott following a social media campaign featuring transgender influencer Dylan Mulvaney.

This campaign sparked a political debate among consumers due to Mulvaney’s vocal advocacy for transgender rights.

Target's Decision to Pull Back Controversial Merchandise Sparks Controversy
A colorful display of Target’s pride merchandise, showing swimsuits and apparel now only available in select stores.

Navigating the Changing Retail Landscape

As Target adapts to the changing retail environment amid social and political controversies, its response highlights the delicate balance that corporations face when aligning business strategies with social issues.

The company remains steadfast in supporting the LGBTQ community but will tread carefully in the future as it decides how to approach marketing its Pride merchandise.

Tags: Brian CornellConsumer backlashControversial retailLGBTQ merchandisePride collectionTargetTarget boycottTransgender swimsuits

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