Yahoo Parenting reports that the online store of the retail giant, Target, sells a black t-shirt with the word 'Trophy' boldly printed in the front. This shirt has been on sale since June, but just recently earned the company major backslash from social media saying the shirt objectifies women, and is demeaning and offensive.
It is such a lot of flak over a $ 12.99 shirt that is deemed politically incorrect. In fact, a petition has been in the works since June at Change.org asking Target to stop selling this shirt.The author of the petition, Amanda R. says women and young girls are taken as trophies in war, sex trafficking and rape. The petition has 700 signatures so far.
In a statement to Yahoo Parenting, Target explained the 'Trophy' shirt is part of the collection specifically for brides, with other message shirts saying 'Team Bride' or 'Mrs'. However, the offended women have been quick to point out that the shirt was available in the teens section, not in the women's as Target claims it to be.
Target is an American retail store that dates back to 1902. It is currently the second largest discount retailer, next to Wal-Mart. Their brand promise 'expect more, pay less' was launched in 1994.
In the e-commerce retailing, Forbes reports that both Target and Wal-Mart are relative latecomers. Most people do their shopping on Amazon.com. Target.com online store was launched only in 1999. In 2012, it introduced its mobile app to increase mobile and online shopping. One can browse through any Target store, scan a top-selling item's code, buy the product on their phone and have it delivered for free. This is made possible even if the item is sold out. Target representative is quoted saying earlier this year that their company intends to beef up on their e-commerce with a $1 billion investment. They expect a 40% jump on online sales.
