Target has been working on finding ways to win back shoppers, though its latest dress code policy is causing quite a stir.
As part of its image refresh, the retailer is rolling out a stricter and more standardized dress code policy for employees, and while there’s no direct impact on customers, plenty have had a lot to say about it.
“Target is focused on getting back to growth, with clear strategic priorities that include elevating the guest experience,” company spokesperson Brian Harper-Tibaldo said in a statement. “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.”
In addition to revamping stores and floor plans (literally, the parking lot of our local Super Target is a construction zone), the updated dress code policy requires employees to wear any sleeved red shirt (solid or patterned), the option of a company-provided red vest and minimal non-Target logos (small logos of other brands are acceptable), with no large graphics or writing.
For bottoms, the requirement is for blue denim or khaki pants, shorts or skirts. The previous policy did not require a specific denim color, and it was also much more relaxed about the color and shades of the tops—with maroon and burgundy no longer allowed.
One of the biggest changes is no shorts for team leaders in an effort to lean into “professionalism.”
Employees will get one free red shirt and a one-time 50% off coupon for a denim purchase, per the Minneapolis-bsed retailer.
Changes are set to go into effect this summer in July.
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The move comes as part of Target’s previously announced $2 billion multi-year-strategy, described as the ‘largest store transformation in decades,’ which puts a focus on busy families.
According to the policy update, the move is necessary to “create a more visible and recognizable presence across the store and help guests quickly and confidently identify team members.”
However, employees and shoppers didn’t seem convinced, with many speaking out on Reddit and emphasizing that this was never a core issue to begin with.
“Doing everything except actually fixing the numerous problems Target has,” one pointed out in the comments, as another emphasized, “I am team black pants. Target isn’t struggling because of the color of TM’s pants. Khaki pants won’t increase visibility when payroll doesn’t allow for adequate staffing.”
Another made the point, “When you’re high on the ladder you often forget the lowest rung. A Target battalion in their same color red shirts and khakis/jeans is not going to drive sales or recover a lost segment of shoppers. While I have no gripes, spending this much time on dress code is a waste of time and will not improve moral on the TM side nor customer satisfaction on the guest side.”
“Also 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!!” someone else chimed in.
“I’m sorry, is my red vest with the f—ing target logo, name tag, zebra and walkie on my hip not enough of an indicator that I’m a TM?” one employee questioned.
Another replied, “Guests have never had any problems realizing I’m a Target worker when I’m wearing my dark red shirts! I get stopped every 5 minutes when doing tasks just to help one of them.”
Many took issue with the no shorts, stating, “No shorts for TL+ leaders is crazy. We all are working at store level. WE dont need to look professional when we are busting our a– off trying to run the store!” and “It gets very hot during the summer, and there is no AC. We arent allowed to have fans anywhere in the building besides upstairs. I feel like thats kinda unfair.”
The retailer has been trying to find its footing ever since rolling back its diversity, equity and inclusion (DEI) initiatives early last year, additionally putting an end to DEI goals and its “Racial Equity Action & Change” (REACH) program. The backlash and boycotts that followed, along with additional tariffs, caused a decline in sales and foot traffic.
At the end of 2025, Target began rolling out the 10-4 policy, which encourages staff to smile, greet and chat with customers, noting that the focus on customer service is to help shoppers feel appreciated, though this too was met with plenty of complaints from employees and customers alike.
Related: Target Just Became One of the First Retailers to Make This ‘Industry-Leading’ Change in the Cereal Aisle
