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

China still dominates apparel sourcing

The latest full-year data on US apparel import trends for 2017 suggests China will remain the dominant sourcing region for some time to come....

BLOG

Retail's rapid transformation requires "platform thinking"

There’s no doubt the retail industry is undergoing rapid transformation as technology continues to reshape how retailers think about their supply chains and meeting their customers’ needs. But to posi...

BLOG

NAFTA trade talks inch forward

Negotiators are meeting this week for the sixth round of NAFTA trade talks – and as soon as this deal has been repackaged, the spotlight could turn to the US free trade agreement with Central America....

BLOG

How can apparel firms stay competitive into the future?

Continuing with the publication of our Outlook 2018 reports last week, we looked at what apparel firms should be doing now if they want to remain competitive into the future....

just-style homepage



Forgot your password?