Should Target Be Tightening its Associate Dress Code?

Target is changing its dress code for store workers -- limiting their working wardrobes to only plain red shirts with blue jeans or khakis -- as part of its push to elevate the in-store experience.

A Target spokesperson described the updates as “really small.”

For tops, Target associates can no longer wear “questionable” shades of red such as burgundy or pink. Small logos on the shirts, like the Nike swoosh logo, are permissible, but not larger images like “a picture of a band,” the spokesperson said. Red plaids or red checkered shirts also “technically” work, as long as “nobody would look at it and say that’s not a red shirt.”

If employees opt instead to wear a company-provided red vest, they still can wear any sleeved shirt underneath.

For bottoms, Target’s dress code policy had allowed for khakis or any color denim, but the new guidelines stipulate that any jeans being worn must be blue.

Target's New Dress Code Aims at Improving Brand Image, In-Store Experience

The updated dress code goes into effect in July. Team members will be provided with a red shirt before the start date, as well as a coupon for half off a denim purchase.

The changes are designed to make store employees more visible to customers as part of new CEO’s Michael Fiddelke’s goal to deliver a more “consistent” experience at the store level, according to Bloomberg.

“Target is focused on getting back to growth, with clear strategic priorities that include elevating the guest experience,” Target said in a media 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.”

Some retailers began relaxing dress guidelines just prior to the pandemic due to the tight labor market. In 2018, Walmart began allowing store employees to wear shirts of any solid color -- rather than just blue or white previously -- as well as blue jeans vs. only khaki-colored or black denim pants allowed previously.

However, some retailers and restaurants have recently started tightening guidelines. Starbucks last year began limiting what baristas could wear under the green aprons to a solid black shirt and khaki, black, or blue denim pants. According to Starbucks, the move was designed to “deliver a more consistent coffeehouse experience that will also bring simpler and clearer guidance to our partners.”

The coffee chain’s union held a boycott over the change, claiming the new “conservative dress code” restricted the gender expression of employees.

Cracker Barrel recently tightened its dress-code to ensure associates’ wardrobe embraced the chain’s “country store” image. The move eliminated tight jeans. A Reddit post involving alleged Target workers found many upset by the change, with many citing the cost of updating their wardrobe.