Is Target Fixing Store Chaos With a Dress Code Reset? | Fast Five Shorts
This Omni Talk Retail Fast Five segment, sponsored by the A&M Consumer and Retail Group, Mirakl, Ocampo Capital, Infios, Quorso, and Veloq, explores Target’s updated dress code and increased employee discounts.
Chris Walton and Jenna DeFranco break down whether this move helps restore operational consistency or risks hurting employee morale.
They also debate whether small changes like this actually impact retention, culture, and the in-store experience.
⏩ Tune in for the full episode here.
#Target #RetailWorkforce #EmployeeExperience #RetailOperations #RetailNews #OmniTalk
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Transcript
Target is boosting its employee discount and reportedly rolling out a new dress code for store workers.
Speaker A:According to chain storage, beginning April 12, target team members will receive a new 20% discount on all adult owned brand apparel on top of the existing 10% everyday discount and 20% wellness discount.
Speaker A:The dress code update set to go into effect this summer will require store workers to wear sleeved red shirts, solid or patterned, along with blue denim or khaki pants, shorts or skirts.
Speaker A:Previously, the policy was more relaxed about colors and patterns.
Speaker A:Employees who don't want to wear a plain red shirt can opt for a company provided red vest worn over any sleeved shirt.
Speaker A:All team members will receive one free red shirt and a one time 50% discount on a denim purchase.
Speaker A:Jenna, you're new to the program so we figured why not start you off with the A and M, put you on the spot question.
Speaker A:So we're going to baptize you by fire here, Jenna.
Speaker A:And here is the question as Target looks to re establish and reconnect with some of its old mojo.
Speaker A:These are their words, not mine.
Speaker A:Are these dress code standards foundational necessities or lipstick over the problem?
Speaker B:So I like both these moves in theory, but one of the the one thing with this is that execution matters more than intent situations.
Speaker B:So I think the discount increase is smart, especially tied to own brands.
Speaker B:That's margin friendly and it reinforces in internal brand advocacy.
Speaker B:But let's be honest, employees don't get excited about apparel discounts.
Speaker B:It's not something that we're selling in the talent industry and the clients that we have as a big thing, I mean maybe once in a while but, but I think Target set up well for that.
Speaker B:If, if their employees already want to wear their product, that's a great selling point.
Speaker B:So I think this dress code piece feels like Target trying to regain some operational control in stores, which feels like the right move for the customer experience and, and even operationally with leadership.
Speaker B:It's never an easy task to monitor dress code when there's ambiguity.
Speaker B:But from an employee standpoint, I think it could feel like a step backwards at times in flexibility and autonomy.
Speaker B:So it certainly is going to depend on how it's rolled out within the stores.
Speaker B:If it's done right, I think the employees will enjoy it that there's consistency and clarity there.
Speaker B:So biggest risk if morale is shaky, it lands on a more rules, not more clarity.
Speaker B:But I think it's smart operationally overall.
Speaker B:So if it works for the store leadership and as long as they reinforce the why and not just the rule.
Speaker A:So net.
Speaker A:Net.
Speaker A:You like it?
Speaker B:I think so, yeah.
Speaker A:Yeah.
Speaker A:Net.
Speaker A:Net.
Speaker A:You like it.
Speaker A:But that's interesting.
Speaker A:So from a talent perspective, which is why we have you on the show, you don't, you don't see it as a big, big differentiating play for like, you know, keeping someone to, getting someone to work at Target or keeping them there, in fact, kind of on the negative side of that, right?
Speaker B:Yeah, it could be.
Speaker B:I think it could be.
Speaker B:I, I think what we're selling in a talent perspective is, is culture and compensation and benefits and different things like that.
Speaker B:So this is a small piece of that.
Speaker B:It's not something that we wouldn't try to sell if we were.
Speaker B:We were targeting something like this.
Speaker B:But I think that's not a reason why someone goes or stays within a company.
Speaker A:Yeah, yeah.
Speaker A:And it still could potentially, to your point, it still could potentially be a reason.
Speaker A:Somebody leaves, they're like, you know what?
Speaker A:I just don't want to do this anymore.
Speaker A:And, you know, I, I actually, to that point, I actually, I actually quit whenever I get a story like this.
Speaker A:I always create my old friends in, in the field, and I'm like, yeah, what's.
Speaker A:What's the mood on this?
Speaker A:And overall, it was generally positive, I think, you know, but he, you know, the people I talked to also said, like, you know, but of course, you, you know, it's at the store level, you have people that are complaining.
Speaker A:Some people are for it, some people are complaining.
Speaker A:You never know what's actually going to happen.
Speaker A:And chances are, usually, from my experience, like, that stuff just all washes out at the end.
Speaker A:And it doesn't really make that big of a difference because this isn't something that's that sizable that you're going to get really upset and probably leave.
Speaker A:I wouldn't think.
Speaker A:Jenna, you're shaking your head.
Speaker A:Yeah, that's probably the case.
Speaker A:But I think I agree with you.
Speaker A:Like, and fundamentally, I like, I like both these moves because there are two moves here, right?
Speaker A:I mean, there's the extra discount on apparel.
Speaker A:Like, I'm kind of like, as I'm sitting here, I'm like, yeah, what's taking so long?
Speaker A:Why not you?
Speaker A:Category 100 has the margin, so you should, you should get a better discount on that than you get on, say, food and your everyday essentials.
Speaker A:And especially now when you're asking the employees to dress a certain way for the job, I think that, you know, that's a, that's a benefit.
Speaker A:And so, so that's one on the employee Discount.
Speaker A:The dress code changes, I think, are also a good step in the right direction.
Speaker A:The one misgiving I have on this, Jen, and I'm curious to get your thoughts on this, is I only think you get one shot at this.
Speaker A:And so I think I.
Speaker A:If it were me, I would have gone back to red and khaki because it was a defining look.
Speaker A:And again, in talking to my former colleagues, they said, like, you know, people are having trouble discerning who the Target employees are from the average shoppers.
Speaker A:And I think the red and khaki makes that much more simplified, because even as I was reading the headline, I'm still like, there's a lot of areas of gray here, like, what qualifies as blue denim?
Speaker A:There's, like, lots of shades of blue, right?
Speaker A:Like, you know, how do you think about that?
Speaker A:Or, like, the vest over a shirt?
Speaker A:Like, am I really going to pay attention to that?
Speaker A:And so, yeah, I mean, to me, the other thing I'd say, too, is red and khaki.
Speaker A:It was really defining.
Speaker A:It was dorky as hell.
Speaker A:I hated wearing it out to a restaurant whenever I'd do my store visits and have to go get food somewhere.
Speaker A:But even though I felt like a massive dork, especially in an airport, whenever I see somebody red and khaki now in the airport, I'm always like, oh, my God.
Speaker A:But anyway, I took pride in wearing it every single day.
Speaker A:And that pride is important culturally, and that pride needs to come back, and I worry that Target isn't going to get a second chance at that.
Speaker A:So it's a right move in the right direction, but I don't think it's the full move that needed to be made.
Speaker A:But, Jenna, what do you think?
Speaker A:You think I'm crazy?
Speaker B:No, I think you're right.
Speaker B:I mean, I think that's more defining.
Speaker B:Like you said, you could have light denim, you could have dark denim.
Speaker B:You could have.
Speaker B:And where's the line?
Speaker B:Like, they're saying certain, but where is the line?
Speaker B:There's so much ambiguity there.
Speaker B:And that iconic one of the.
Speaker B:What you mentioned of trying to figure out who's the employees in the store, that really would help define it.
Speaker B:So I agree, but we'll see how it goes.
Speaker A:Yeah, we'll see how it goes.
Speaker A:At least they're trying to do.
Speaker A:Trying to do something which seems like it's moving in the right direction.
Speaker A:So give them kudos for that.
Speaker A:And God knows I haven't given Target a lot of kudos in the last few years, have I?
Speaker A:Have I?
Speaker A:Producer Ella No, Chris.
Speaker B:No, you have not.
Speaker A:So I don't dish out praise lightly.
