Target in PR Cross-Hairs for its ‘Trophy’ Shirt

Prolly missed the target with this purchase?

Family-friendly retailer Target has found itself in unusual waters recently.

The reason for the public outcry is a T-shirt that has consumers screaming ‘Sexism,’ others signing a petition on, and plenty of angst on Twitter. How can a shirt cause these issues? Why would the typically female dominant retailer cause such an uproar?



Apparently, the senior buyers at Target were going after the ‘Real Housewives’ demographic because that is a Trophy Wife shirt that can be yours for $12.99. According to a report on Fox News, Jen Groover of motivational speaking fame believes this is a negative slam against women.

“The general use of the term ‘trophy wife’ in our society, is meant as a demeaning term toward the woman and a symbolic ‘high-five’ toward the man for scoring outside of his zone,” Groover told FOX411. “I would prefer seeing more positive statements that are empowering for myself, my daughters and all women.”

To be fair, Target is after the attention of all women, as seen in this tweet. The ‘trophy’ shirts are coupled with others like ‘Mrs.’ and ‘Bride.’ Where’s Sesame Street to share with Target that one of these things just doesn’t belong?

Finally, Target’s PR team has answered the phone and delivered this ham-handed talking point:

“It is never our intention to offend anyone and we always appreciate receiving feedback form our guests,” a Target rep said in a statement. “The shirt you’re describing is part of a collection of engagement and wedding shirts that are available in our women’s and plus size departments. The collection also included shirts that say ‘Team Bride,’ ‘Mrs.’ and ‘Bride.’ These shirts are intended as a fun wink and we have received an overwhelmingly positive response from our guests.”

That wink and a nod may be happening but as the public relations groundswell continues, consumers may be closing their eyes altogether. Do you find this shirt sexist? If you were their rep, what would you do? Maybe Target is trolling PR blogs looking for answers.