Walk into any Target store across the country and you‘ll immediately notice a few things: The bright lighting, the well-organized aisles, the cheery background music. And amidst it all, a fleet of employees clad in red and khaki, restocking shelves and ringing up purchases. Target‘s employee dress code is an integral part of its brand identity – and it‘s also one of the more colorful and expressive dress codes in the retail industry.
The Official Policy: Red Shirts and Khaki Bottoms With a Dose of Individuality
According to Target‘s employee handbook, the dress code requires staff to wear a solid red top and khaki-colored pants, skirts, or shorts. Seems straightforward, but there‘s actually a good amount of flexibility baked into this policy. Let‘s break it down:
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Red Shirts: Employees can wear any style of solid red top – t-shirts, polos, sweaters, hoodies, and even dresses are all fair game. The only restrictions are no graphics, logos, or patterns. Shirts don‘t have to be tucked in.
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Khaki Bottoms: The official policy states that bottoms must be "khaki-colored," but many Target stores now allow employees to wear jeans in neutral shades like black or dark denim. Rips, holes, fraying, and distressing are not allowed.
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Self-Expression: Here‘s where Target‘s policy really sets itself apart. Employees are free to sport visible tattoos, multiple facial piercings, brightly dyed hair (think pink, green, or purple), and long acrylic nails. Jewelry is unrestricted as long as it doesn‘t pose a safety hazard.
This blend of brand uniformity and individual expression is a signature part of Target‘s image. Shoppers can easily spot Target employees thanks to the red shirts, but up close they encounter unique, multi-dimensional people. It‘s a humanizing touch for a big box store.
The Psychology of Employee Dress Codes
So why does Target take such a permissive approach to personal style? There‘s actually a lot of psychology and organizational behavior research behind it. Studies have consistently shown that what employees wear to work impacts their engagement, performance, and interactions with customers.
For example, a 2015 survey by Salary.com found that employees who dressed more casually at work reported higher levels of productivity and job satisfaction compared to those with more formal dress codes. And a 2016 study published in the journal Human Relations found that employees who felt comfortable expressing their individuality at work had better performance and lower turnover rates.
Target‘s dress code taps into these psychological effects by signaling to employees that they are trusted, valued, and free to be themselves. This can translate into higher morale, friendlier customer service, and a more positive overall atmosphere in the store.
"Target‘s dress code strikes a nice balance – the red and khaki makes employees easy to identify, but the self-expression allowances prevent them from looking too uniform or robotic," said Dr. Vanessa Bohns, a social psychologist at Cornell University. "It‘s a way to build cohesion and pride among employees while still treating them as individuals."
A Generational Strategy
Target‘s dress code is also savvy from a generational marketing perspective. Millennials are now the largest generation in the US workforce, and Gen Z is close behind. These younger workers place a high value on authenticity, diversity, and the ability to bring their "whole selves" to work.
By allowing tattoos, piercings, and colorful hair, Target is positioning itself as an appealing employer for Millennial and Gen Z workers. It‘s a way to compete for talent with hipper brands like Starbucks or Urban Outfitters that have similar self-expression allowances.
Target‘s flexible dress code also aligns with its desired brand image and target demographic. The company has long used marketing and store design to cultivate a "cheap chic" vibe – stylish and current, but still affordable. Having trendy, expressive employees on the sales floor helps immerse customers in that ethos.
"There‘s definitely a ‘cool factor‘ that comes with Target‘s dress code," said Brea Gomes, a 22-year-old Target style consultant. "I feel like I fit in here with my septum ring and half-sleeve tattoo. The managers even complimented my purple hair! That wouldn‘t fly at a lot of other retail jobs."
Employee Branding in Action
In many ways, Target‘s red shirt dress code is the ultimate form of "employee branding." Just like branded swag or an eye-catching job ad, what employees wear communicates volumes about a company‘s identity and values.
And Target takes this employee branding to the next level by combining it with encouragement for individual expression. It sends the message that Target is a place where uniqueness is celebrated, as long as you‘re still part of the red-shirted team.
This employee branding has a ripple effect on customer perception too. A 2011 study in the Journal of Consumer Research found that shoppers view employees who wear expressive clothing (like tattoos or piercings) as more relatable and authentic. So Target‘s policy may help customers feel more at ease and willing to approach employees for help.
"There‘s a growing trend of ‘tattoo acceptance‘ in the retail industry," said Marshal Cohen, chief industry advisor at market research firm NPD Group. "It used to be that visible tattoos were seen as unprofessional or even scary. But now, shoppers – especially younger ones – see tattoos as a sign of creativity and self-confidence. Target is tapping into that cultural shift."
The Downsides of Dressing Down
Of course, Target‘s laidback dress code isn‘t without potential downsides. Some shoppers, particularly older ones, may see heavily tattooed or pierced employees as less professional or knowledgeable. There have been isolated cases of customer complaints about Target employees‘ appearance on social media.
Brightly colored hair or bold makeup could also be seen as clashing with Target‘s red and khaki color scheme from a visual merchandising perspective. And in more conservative areas of the country, Target‘s self-expression allowances may not align with local norms.
But by and large, Target seems to have struck an effective balance with its dress code. The company prides itself on being adaptable based on employee and customer feedback. For example, Target loosened its dress code to allow jeans in 2019 after many employees requested more casual options.
"We‘re always looking at our policies and making sure they fit the needs of our team members and guests," said Target spokesperson Jacqueline DuBuse. "Our dress code will keep evolving as our workforce and our shoppers do."
So what can employees and consumers learn from Target‘s approach to workwear? For job seekers, it‘s important to understand a company‘s dress code and express yourself within those boundaries. If you‘re interviewing at Target, wearing a red top (even a dressier one like a red blazer) can demonstrate cultural fit.
Once you‘re on the job, take cues from your coworkers and managers about what level of self-expression is appropriate. A nose ring may be fine, but a giant scaffolding piercing might not be. When in doubt, ask your supervisor or HR.
"Most retail dress codes have some wiggle room, even if they seem strict at first," said Megan Moran, a wardrobe stylist who specializes in workwear. "The key is to understand the company‘s overall vibe and what image they want to project. At Target, a little edginess is welcome. At a high-end department store, probably not so much."
As a shopper, Target‘s expressive employees can actually be an asset. Tattoos or rainbow hair are often great conversation starters that can make employees seem more approachable and human. And if you spot an employee whose style you admire, don‘t be afraid to compliment them or ask where they got their awesome boots. It‘s all part of the Target experience.
The Bottom Line
At the end of the day, Target‘s red shirt dress code is a master class in using workwear to further a brand identity. The red and khaki color scheme provides visual cohesion and makes employees easy to spot. But the self-expression allowances add a human, creative element that fits Target‘s "chic for cheap" aura.
It‘s a dress code that looks effortless but is clearly well thought-out. And it‘s yet another reason why Target has become a retail juggernaut with a fiercely loyal following. Those red shirt and khaki bottoms are seared into shoppers‘ minds – a simple but effective uniform that reminds us, yep, we‘re definitely at Target.
