Sunday, August 5, 2012

Target needs to pick a side and stick with it...

Target can't seem to decide on its stance on gay marriage. A couple of years ago the retailer donated money to a group that was backing an anti-gay-marriage candidate. That angered some people, so to help make ammends it released a series of gay pride t-shirts to raise money to help repeal the gay marriage ban. But soon afterwards, the company seemed to switch positions again, refusing to sell Frank Ocean's new album after he came out of the closet (though Target execs insisted his sexual preference didn’t come into play).

Now the Bullseye has flip-flopped yet again by releasing this ad showing two grooms embracing along with the words, "Build a Target wedding gift registry as unique as the two of you."  Confused?  So am I.  Target just needs to pick a side and stick with it.

11 comments:

Michelle in N. Cal said...

Interesting since Target contributes mostly to the Republican party ... very confusing. On a totally different note, I saw Harajuku Mini for Target on the clearance rack at my local TJ Maxx the other day.

Target Addict said...

Michelle: how odd that a Target brand would be on clearance at TJ Maxx?! Usually merchandise that doesn't sell out goes to local Goodwill stores.

Judy C said...

Sad that anyone has to pick a so called side. I suppose it's too much to ask that people accept others as individuals. Chic fil a? It is all such a sad thing.

Target Addict said...

Judy C, I agree. However, to clarify: Target is making themselves look disingenuous by backing both sides at different times. I agree that they should be accepting of everyone... but first they weren't accepting, then they were, then they weren't again. And at this point, even if they were to pick a side, I would doubt their sincerity.

Critifur said...

The side they pick is making money.

Target Addict said...

Critifur, sadly, I think you're right :-(

Michelle in N. Cal said...

Yea, I was surprised to see the Harajuku Mini at TJ Maxx too. It was the Target line though (not the original Harajuku Lover) as I saw the same dress in the store. And yes, I suspect the side they have picked is > profits ...

Libby Hall said...

I think Critifur is right, but it's maybe a bit more complicated.

Target's original donation that set off boycotts was to MN Forward, a pro-business group that donates to mostly Republican (but not exclusively) politicians and causes. Really the $150,000 went from Target to MN Forward to Tom Emmer - and one of Emmer's stances was against gay marriage. Pretty far leap to get "Target doesn't support gay marriage" out of that donation.

So to me, donating to a pro-business group + declining to sell one album (when they carry TONS of other merchandise from gay artists/actors/authors/designers) doesn't constitute a "side," it constitutes a misconception.

Brian Ackley said...

I understand Target's decision not to carry Frank Ocean's album. The album was unexpectedly released on itunes before the physical CD street date. Target has limited space and only stocks product they feel they can sell through. Most cds sell most of their units the first week of release. Target decided they could not move those cds as the release would be 1 or 2 weeks old and they would a) lose shelf space to another title they coudl sell and b) be left with product they would have to send back and lose money on. The timing of Frank Ocean coming out, the early release to itunes and target's decision just makes Target look bad and gives Frank a nice bit of free press. BTW, I don't work for Target but did work for a record store where the discussion on shelf space and sell through was common.

Suzy said...

still don't get why businesses have to pick a side - stay neutral Target!

jen said...

I agree with Suzy , target is a business. To me, a business picking a side doesn't make sense. It's like the whole chik-fil-a thing. Should DIAF.