TARGET employees and shoppers alike have blasted the retail giant’s latest Pride collection due to a major error on the clothing tags.
They viewed the misstep, seen across a number of products in the collection, a reflection of the chain’s take on Pride and the LGBTQ+ community.
GettyTarget has come under scrutiny for its most recent Pride collection[/caption] GettyTarget shoppers and employees have called out the retailer for a major tag mistake[/caption]In the past year, the Minneapolis-based retailer has made a U-turn on its DEI commitments, dealt with a weeks-long boycott from shoppers, and rolled back its support for the annual New York City Pride event.
Despite Target’s recent wishy-washy relations to the queer community, the retailer still unveiled its collection of rainbow apparel and merch on June 1 for Pride month.
Shoppers are seeing clothing printed with phrases such as “Authentically Me” and “Glowing with Pride,” rainbow pet toys, and even themed mini bird figurines.
Target customers have not taken well to the new collection for a number of reasons, including that there are fewer options than in previous years and availability is limited to select stores.
Another aspect of the 2025 Pride series that consumers have slammed is a prominent error on the hang tags.
“They didn’t finish editing the tags on the Pride merch,” wrote a customer on Reddit, paired with an image of the gibberish text printed on one of the tags.
“Body copy tincidunt ut lorem ipsum dolor sit amet, consectet adipiscing elit, sed diam ad nonummy nibh…” reads the clothing tag.
RedditTarget accidentally left text placeholder on tags in its new Pride collection[/caption]The unintelligible text, also called Lorem Ipsum, is frequently used as a placeholder while designers trial varying fonts.
The erroneous hang tags have seemingly impacted a number of items in this year’s collection, with photos on social media showing the placeholder text on products such as the “adult athletic pant” and the “adult woven top.”
“These kinds of mistakes do occasionally happen, but this clearly slipped through a lot of nets,” Neil Saunders, a retail expert at GlobalData, told DailyMail.com.
“It’s very sloppy for a product range that is supposed to be meaningful and significant,” he said, adding that Target may soon send new tags to stores to fix the error.
Target revealed that the issue stemmed from its vendor and was currently being addressed, a spokesperson told DailyMail.com.
The U.S. Sun reached out to Target for comment on the hang tag error.
FADING PRIDE
Many Target shoppers have interpreted its hang tag printing mistake as an indication of the company’s half-hearted commitment to Pride.
These kinds of mistakes do occasionally happen, but this clearly slipped through a lot of nets. It’s very sloppy for a product range that is supposed to be meaningful and significant.”
Neil SaundersRetail ExpertOne shopper called the collection “pathetic” while another bashed it as “performative and dumb.”
They urged other consumers to support local queer artists rather than “pink-washing billionaire companies that could not care less about LGBTQ folks.”
“They made this sh** to get our business. Now they’re trying to keep getting our money, while denying our humanity,” complained another customer.
Others similarly viewed the hang tag error and new collection as a rushed effort to profit on the event without genuinely supporting the LGBTQ+ community.
One Redditor said that the products appeared as if they were designed in five minutes by a junior designer or artificial intelligence, and another fumed that the apparel was “cheap, low-quality merch with rainbows splattered all over it.”
“They rolled it back, suffered a massive loss of foot traffic, and missed sales projections. So of course they’re caught with their pants down and are trying to throw something out the door as fast as possible,” cried another shopper.
CULTURE CLASH
Target’s first Pride collection rolled out in 2015, with the chain growing its LGBTQ+ inventory in the subsequent years and being quite outspoken on its support for the community.
However, the company’s stance on Pride has been unsteady in the past few years, beginning in 2023 when conservative shoppers criticized Target for its bathing suits for transgender swimmers.
Target’s top boss Brian Cornell revealed that anti-LGBT groups had threatened workers, caused in-store confrontations, and even issued bomb threats, pushing the company to remove some of the pieces and relocate the collection to the back of stores.
Then in January this year, the retailer ended its diversity, equity, and inclusion initiatives, including its Racial Equity Action and Change program.
Target’s moves have sparked a wave of shopper boycotts and contributed to a drop in profit, with the company’s year-over-year sales down 2.8% to $23.85 billion in the first quarter of 2025.
McDonald’s fans are likewise boycotting the chain over a controversial policy as it makes the same move as Walmart and Target.
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