Target CEO DEFENDS marketing ‘tuck-in-friendly’ women’s swimwear – as Southern state stores hold ’emergency meetings’ and move merchandise from windshield displays to ‘avoid Bud Light situation’
Target’s CEO has defended the company’s controversial “crease-friendly” female swimwear line, insisting that the wake product rollout will be a success.
The retail giant caused a backlash after releasing a new clothing line to celebrate Pride month in June, with a label advertising its “pleat-friendly construction” and “extra crotch” coverage. The design is made to hide a person’s genitals.
Despite sharp criticism of the release, CEO Brian Cornell told Fortune’s Leadership Next podcast that he approved of the campaign.
“At Target, when we think of a cause, it’s really about helping all families, and that ‘all’ word is very important,” he said.
“Most of America shops at Target, so we want to do the right thing to support families across the country.”
The “pleat-friendly” swimsuit sells online for $40 in the adult section. Target has been asked to clarify that the item is also available for children
The Pride collection also includes items for babies and children. Many of the pieces are emblazoned with slogans and feature the rainbow colors of the Pride flag
CEO Brian Cornell defended the controversial marketing campaign
Cornell’s comments came as he was called out for criticism the company faced in the wake of the rollout.
“I think these are just good business decisions, and it’s the right thing for society, and it’s the best thing for our brand,” Cornell said.
“The things we’ve done from a DE&I standpoint (diversity, equity and inclusion), it’s adding value.
“It helps us drive sales, it builds greater engagement with both our teams and our guests, which are just the right things for our business today.”
His comments come as some southern Target stores have reportedly been forced by the company to remove their LGBTQ merchandise from view as customers riot against the brand.
The Pride product selection includes a variety of clothing and homewares, including an adult lime green bodysuit with the word “gay” on the back and a mug with a label that reads, “Gender Fluid.”
The company was also criticized after the “crease-friendly” clothing was thought to be for kids as well, but a company spokesperson told the Associated Press that the swimsuits are only offered in adult sizes.
The swimsuits, which appear in sections set up for Pride month in June, include a label advertising the “crease-friendly construction” and “extra crotch” coverage. The design is made to hide a person’s genitals
Target also previously introduced a gender-neutral line for children as part of their support for LGBT people
Sportswear giant Adidas used two biologically male models, who have a distinct bulge in their crotch and chest hair
Critics have accused Target of “indoctrination and grooming,” and others have said it “deserves the Bud Light treatment” — a reference to the beer’s boycott after it teamed up with trans influencer Dylan Mulvaney.
It also comes amid criticism of Adidas for its decision to use organic men to model its women’s swimwear.
The sportswear giant faced calls for a boycott after it used the male models to advertise its female line of products for their Pride 2023 collection, leading to accusations that the marketing campaign was “out-weighting women”.
Both models, who are described online as “she,” have hairy chests, visible bulges, and their description says they are 6’10” tall with a 34′ chest and a 27′ waist. In addition, one of the biological male models posed in a sports bra.