Target cracks down on staff in fresh bid to win back shoppers: 'Of all the problems, you focus on this?'
Target has imposed a strict new dress code on employees as the struggling retailer tries to win back customers. It comes just months after the chain upset staff and left shoppers unnerved during the holidays when they rolled out new rules demanding sales assistants smiled more.Staff were told to smile at customers within 10 feet - and to greet anyone within four - in a push to create a friendlier in-store experience. Target's front-of-house must now abide by a rigid dress code: they will now be required to wear red shirts with blue jeans or khakis.This marks a shift from the current rules, which allow employees to wear clothing with graphics or designs on them - as well as non-blue denim. Employees who opt to wear a company-provided red vest will still be allowed to wear any sleeved shirt underneath. The move will impact staff across all 2,000 stores when it is rolled out this summer. Workers are up in arms about the change, with many taking to Reddit to complain about the cost of abiding by Target's new dress code. 'In this economy, I barely make enough here to pay rent. I will not be wasting money on a whole new wardrobe for this company,' one user wrote. 'What a waste of resources. Of all things to be worried about right now, THIS is what you choose?' Target angered staff members and left shoppers unnerved during the holidays when they mandated that all sales assistants plaster smiles on their faces while on the job The newest demand goes a step further: Target's front-of-house must now abide by a rigid dress code Michael Fiddelke took over as Target CEO in FebruaryOthers argued that if Target wants a more uniform look, it should provide the clothing. 'Part time employees should be given two and full time should be given five,' one staff member wrote. Another agreed: 'If you worked anywhere else they would provide a uniform if they were going to be this strict. A different employee wrote: 'Our store has been getting a ton of new "rules" and things we have to follow lately, and leadership has been overbearing, much more than usual.''A fellow coworker in my department got told he had to go buy a new shirt or clock out and go home because his shirt was too full of a shade of red, so it could be seen as almost brown,' they added. 'Despite him using that shirt regularly at work for over a year and it never having been a problem.' The Minneapolis-based retailer says the changes are part of a broader effort to make stores feel cleaner, more organized and easier to shop.'Target is focused on getting back to growth, with clear strategic priorities that include elevating the guest experience,' a company spokesperson told the Daily Mail. 'As part of that focus, we’re continuing to create a more consistent, recognizable in-store experience that delights our guests and helps them easily connect with our team.' New CEO Michael Fiddelke, who took over last month, has pledged to return the company to growth after a prolonged slump. Target's stock price has fallen more than 50 percent over the past five years - even as rival Costco's has tripled and the total value of Walmart has surged above $1 trillion. Store workers will be required to wear red shirts with blue jeans or khakisRead More Target insiders detail icon's 'self-inflicted' fall... as shock CEO decision slams door on recovery Earlier this month, Target's new CEO Michael Fiddelke announced plans to draw back shoppers by redesigning stores and offering better products. 'Sales trends have improved in recent months,' said Fiddelke on an early-March conference call.Fiddelke said Target would win back business with 'wicked fast' same-day delivery Last month, Target announced plans to eliminate corporate roles as it increases staffing in stores. The change came after customers complained of empty - and messy - shelves and long waits to check out. The big-box retailer said it would cut 500 positions across distribution centers and regional offices, an internal memo seen by CNBC says.
