Target Announces Limited Availability of Pride Collection Following Backlash
Target’s Shift in Pride Collection Availability
Target recently unveiled its latest Pride collection, which caused significant backlash last year due to some of its LGBTQIA+ products. In response to last year’s controversy, Target has decided to limit the availability of its Pride collection to “select stores.”
The Company’s Statement
Announcing the decision on its website, Target stated, “We’re offering a collection of products, including adult apparel and home and food and beverage items, curated based on consumer feedback. The collection will be available on Target.com and in select stores, based on historical sales performance.”
The Backlash and Controversy
Target has been showcasing Pride displays with rainbow and LGBTQ+ messaging in honor of June’s Pride Month for several years. However, in the spring of 2023, Target faced severe backlash and outrage from consumers when it introduced female-style swimsuits that could be utilized for “tucking” male genitalia.
The backlash was so intense that some stores were reportedly instructed to relocate their Pride Month displays to avoid any potentially contentious situations. One insider even referred to the situation as a “Bud Light situation,” in reference to the backlash faced by the beer brand following their use of transgender influencer Dylan Mulvaney in a promotional campaign.
Target’s Adjustments and Responses
Last year, Target’s Pride items went viral, causing nationwide issues for the company. In response to the public outrage and threats experienced by team members, some stores rearranged their displays and removed items that prompted the most confrontational behavior.
According to an anonymous source within Target, many stores, especially those located in rural areas of the South, decided to relocate their Pride sections to avoid a similar backlash that Bud Light had faced.
The Target spokesperson, when asked for a comment, assured that this year’s collection had undergone careful consideration and was curated based on consumer research and guest insights.
Shift in Product Availability
According to a report by Bloomberg, Target is expected to stock the Pride collection in about half of its nearly 2,000 stores across the United States, indicating a shift from their previous practice of selling the assortment in all of their stores.
Conclusion
Target’s decision to limit the availability of its Pride collection in response to last year’s backlash stands as a testament to the need for companies to be considerate of their diverse customer base. By curating their assortment based on consumer feedback, Target aims to strike a balance that respects and includes all its customers.
