NJ Target Stores to Approach Pride Month Differently This Year

A major retailer with New Jersey locations has announced a change in philosophy in the way they market to the LGTBQ consumer during Pride month.

Target created a firestorm last year, when customers objected to some of the merchandise that was displayed during Pride month, which is celebrated each June.

The company claimed that their employees were subjected to threats of violence by some who found the displays offensive.

According to reports, the items that seemed to irk some people included tuck-friendly bathing suits for transgender people and displays that included children's items.

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In response to the fallout last year, the company began paring down the displays and in some cases moved these displays to smaller sections further back in the store.

This year, the company announced changes aimed at quelling the controversy while maintaining its commitment to the cause.

In a release, the company has announced plans to market its LGBTQ lines on a store-by-store basis.

Target said,

We’re offering a collection of products including adult apparel and home and food and beverage items, curated based on consumer feedback. The collection will be available on Target.com and in select stores, based on historical sales performance.

Additionally, the company plans to offer "internal events and experiences" for employees who are interested in learning more about the LGBTQ community.

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The company also reaffirmed its commitment to various LGBTQ organizations year-round, including Human Rights Campaign, Family Equality, as well as others.

Their full line of LGBTQ merchandise is available year-round on their website.