In 2020, Target pulled a children’s costume from its website after shoppers pointed out that it evoked Anne Frank. Six years later, the retailer is apologizing again, this time for a children’s Halloween costume that critics said evoked racist minstrel caricatures.
Target responded in typical corporate fashion. It pulled the product, apologized, and promised internal reviews of the situation. But we all know that the veil of proactivity fades in favor of waiting for all of the uproar to blow over.
When does an apology stop being a checkbox exercise as opposed to a genuine learning moment?
A massive corporation like Target no doubt has checks, balances, and stage gates for almost everything. And there’s real volume and pressure behind seasonal innovation.
Target has said some of its strongest recent performance has come in the fall, and nearly 70% of its Halloween assortment this year is new. That’s a lot of innovation moving through an organization quickly.
One offensive product is a mistake; two is a concerning trend.
When a similar failure happens again, it raises a harder question: What did the organization actually learn the first time?
The bar is high and teams are stretched thin trying to find ideas that land. Products are tested for risk—things like choking, flammability, sizing, cost. What’s too often disconnected is how an individual product might affect perception of the brand.
There is no innovation without brand, and no brand without innovation. But the teams tasked with each are often operating separately.
So what should retailers do differently?
Classify products by their potential for brand risk
A costume carries fundamentally different risks than a towel or a blender. Costumes regularly venture into the territory of culture, identity and at times, appropriation. In a Talker Research survey of American parents, 29% said costumes built around cultural stereotypes should be pulled from stores. For anything involving blackface, that number rose to 43%. Some lines are clearer than others. Seasonal deadlines make that scrutiny harder, but also more important.
Review the whole, not just the parts
Teams need to look at the composite, not just the individual components. In the Target example, a children’s striped bodysuit alone reads as a clown suit. Add a black mesh mask with a snaggletoothed grin. Then add black gloves and a tiny top hat with a flower on the brim. Most companies review the tech pack and never review the photograph of the image, but the photograph is what the customer ultimately sees, and reacts to.
