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Target Corporation is making slight adjustments to its employee dress code this summer, introducing more defined guidelines aimed at enhancing the visibility of its staff members on the sales floor.
In response to inquiries from Nexstar, a Target spokesperson described the changes as “really small,” emphasizing that they are part of a broader strategy to improve customer service—a priority for the company’s new CEO, Michael Fiddelke.
“Target is committed to revitalizing growth through strategic objectives that prioritize enhancing the guest experience. Our ongoing efforts focus on creating a consistent and recognizable in-store atmosphere that not only delights our guests but also facilitates easy interactions with our team,” Target stated.
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Target’s new dress code rules, which go into effect this summer, require employees to stick to red shirts or red vests, and blue jeans or khakis. (Bess Adler/Bloomberg via Getty Images -
Target CEO Michael Fiddelke, seen here speaking at Target headquarters in Minneapolis in early March, wants employees to be more visible to customers, according to a Target spokesperson. (AP Photo/Tom Baker)
According to the revised dress code, employees must wear only red shirts, steering clear of colors like burgundy or pink, which may cause confusion. While shirts can feature small logos, such as a Nike swoosh, larger images, such as those depicting bands, are not permitted, the spokesperson clarified. Red plaids or checkered patterns are acceptable, provided they are unmistakably red.
For those who prefer, or if their wardrobe doesn’t meet the new criteria, employees can opt to wear a red vest instead.
As for pants, Target’s dress code policy had allowed for khakis or denim, but the new guidelines stipulate that the latter must be blue, according to the spokesperson.
The updated dress code will go into effect in July. Team members will be provided with a red shirt before the start date, as well as a coupon for 50% off a denim purchase, the spokesperson said.
Target has seen a sales slump in recent quarters, partially due to boycotts over the company’s reversal of its DEI (diversity, equity and inclusion) initiatives in early 2025. The company also came under fire for not speaking out publicly against ICE operations in Minneapolis, where Target is headquartered.
Responding to these issues, new CEO Michael Fiddelke, speaking with the Associated Press this month, said Target has always been “a productive partner in the communities in which our 2,000 stores operate,” but acknowledged that the company needed to “win back trust” with customers.
Fiddelke didn’t mention employee dress codes, specifically, when discussing plans to improve the in-store experience for shoppers, but indicated that he intends to “foster creativity” among the store’s buyers while maintaining the “high standard” of the store’s products.
“There’s so much pride in Target and there’s so much excitement to get this company back to growth,” Fiddelke said. “And I think just like I’m not satisfied with our performance the last few years, a team would tell you the same.”
The Associated Press contributed to this report.