Blog: Target's Manatee label weighs on communication

Petah Marian | 8 April 2013

The importance of internal communication was highlighted last week when a Target consumer discovered a product naming discrepancy that some plus-sized shoppers found offensive.

Target customer Susan Clemens discovered the retailer's website labelled the same size of dress in the same colour differently depending on size. The name of the grey plus-sized version was "Manatee Grey", while the standard sizes were "Dark Heather Grey".

The manatee is an aquatic animal, often described as a "sea cow", and weighs 400-550 kilograms. 

According to a report on Forbes.com, Target said there were two different teams of buyers responsible for the missy and plus-sized product lines, and the teams did not co-ordinate when they put the product information for the site.

One team used the colour's official name, Manatee Gray, which is used elsewhere on the site, while the other interpreted the colour's name.

Target, to its credit, responded quickly, apologised to Susan Clemens and, attempting to avoid any further offence changed the name of the colour on both standard and plus sizes to "grey".


BLOG

US border tax a contentious issue

Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...

BLOG

Primark's sustainable cotton programme takes shape

With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...

BLOG

Trump administration starts to shake up trade

Last week we marked the inauguration of Donald Trump as the 45th president of the United States by taking a closer look at what's at stake for the textile and apparel trade – especially his promises t...

BLOG

Likely shifts in the sourcing landscape in 2017

Continuing our look at what lies ahead for the apparel industry and its supply chain in 2017, the panel of industry experts consulted by just-style last week tackled likely shifts in the sourcing land...

just-style homepage



Forgot your password?