One step backward and two steps forward, seems to depict Target’s rate of progression. Just a week after coming under fire for a woman’s T-shirt that sported the word “Trophy,” Target is making headlines again, but this time for a positive reason.
Target is the most recent company to remove gender-based signs from various sections of the store. Companies, such as Target, have been receiving some harsh disapproval from consumers. The power of social media as a tool for change is evident, as dissatisfied buyers posted and tweeted to the company directly. Target listened to their customer’s feedback and took action.
This is not the first time Target has shown that they are open to criticism and change. Earlier this year Target was critiqued for not having enough options or sizes available for plus-sized women. In response, Target hired some of the plus-bloggers that addressed this issue in their blogs social media accounts, to join a team that would create an exclusively plus line for the company, Ava and Viv. The line has been hugely successful proving customer’s know best when it comes to what they want to see and buy.
A press release from Target detailing the changes they plan to make in the next couple of months states:
“ We heard you, and we agree. Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance. For example, in the kids’ Bedding area, signs will no longer feature suggestions for boys or girls, just kids. In the Toys aisles, we’ll also remove reference to gender, including the use of pink, blue, yellow or green paper on the back walls of our shelves.”
Target may make a mistake or two a long the way, but they are certainly proving the company will respond to their customers and societal changes.