See the dress above? If you wear it in a standard size and appreciate this color, you can find it in a shade called “Dark Heather Grey”; if you are plus-size, you can find it in “Manatee Grey,” because that doesn’t feel targeted or anything (pun mostly unintended).

The differences in color names of the Mossimo Women’s Kimono Maxi Dress was spotted by Susan Clemens, who tweeted about it to Target and used the fairly recent hashtag #notbuyingit, signifying that she was not okay with its advertising and wouldn’t be purchasing as a result.


Good catch, Susan Clemens! Seriously — I never would’ve spotted something like that, particularly if I were online shopping which I tend to do in a bit of a daze late at night while eating popcorn and drinking lazy cocktails.

Target responded quickly, tweeting back to Clemens, “Hey Susan – I’m sharing your comments with the appropriate team and they will review your them as soon as possible. Thanks! -Bryan.” Later yesterday evening, Target tweeted at her again: “@suZen We apologize for this unintentional oversight & never intend to offend our guests. We’ve heard you, and we’re working to fix it ASAP.”

Now, the offending garment’s color doesn’t appear on the site. According to Target spokesperson Joshua Thomas’ explanation to Forbes, “Manatee Grey” is actually a standard color for Target products. There were two teams of buyers responsible for the dress, and each chose separate color names, thus resulting in a difference in name between the two. It was a dumb oversight, but at least nobody offered the, “Sorry you feel that way” or “get a sense of humor” apologies that often come around when people are upset about offensive material toward plus-size women.

Although I may not always agree with Target’s business practices, it is good to see a major organization pay attention to a customer’s (very rational) complaints and bring about change as a result. They could have very easily ignored it — yes, the PR would’ve been briefly negative, but they’re Target and they really don’t need to care all that much. This is just more proof that being vocally vigilant about advertising and retailers is incredibly important when bringing about change.

Photos: Target, Twitter.