Target introduced Collection186, an expanded red-themed apparel line for store employees, but it is optional and workers must pay if they buy it. Target says it offers more wardrobe choices; staff may instead wear other clothes that meet the dress code.
Developed with input from designer and Target creative director-at-large Isaac Mizrahi, Collection186 includes T-shirts, polos, cardigans, blazers, vests and jackets in Target’s signature red. Target says updated dress guidelines are meant to make staff easier for shoppers to identify; discounts include an additional 20% off adult apparel from its owned brands.
Target’s “10-4” policy calls on employees within 10 feet of shoppers to smile and make eye contact, and those within four feet to greet them and offer help. The article says some shoppers found the approach uncomfortable and employees criticized mandated friendliness. Retail expert Craig Sundstrom argued that companies should provide standard work attire at their own expense.
