Target Celebrates Black History Month

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Target Celebrates Black History Month

By Cyndi Loza - 02/14/2020

Target is tying in to February's designation of Black History Month by shining a spotlight on a unique assortment of SKUs that amplify the heritage, legacy and impact of the African-American community.

Available in select Target stores and target.com, the collection encompasses more than 100 items from multiple categories — such as apparel, home decor and beauty — priced at $29.99 or less, according to a Jan. 29 "A Bullseye View" blog post. In stores, the assortment enjoys secondary merchandising space on multiple racks positioned near store entrances. In-store vignettes also support. 

The collection is part of the retailer's "Black Beyond Measure" campaign, which also serves to highlight black entrepreneurs and Target employees. A page on target.com highlights SKUs in the collection sorting them by category and apparel by styles and themes such as "match with mom" and "outfits for every family." The page also:

  • lists items available in the collection. 
  • depicts images from shoppers wearing or using items from the collection shared via social media with Target using #TargetStyle. 
  • directs shoppers to a page spotlighting items and videos from black entrepreneurs such as Rochelle Graham, founder of Alikay Naturals haircare SKUs, and Melissa Butler, founder of The Lip Bar cosmetics. (The page also touts items from brands including The Honey Pot and BLK & Bold.)
  • links to a page corralling "must-have" picks from Target employees such as Melanie Gatewood, director of multicultural merchandise.

Updates on Instagram and Facebook from Target, and video ads on Hulu also spotlight the collection. Target also posted a video to its YouTube channel depicting Bea Dixon, Honey Pot founder and chief executive officer, sharing how the retailer helped her build her brand. (See video below.)

“Black History Month is two things to me. First, it is a moment to take pride in the amazing accomplishments and perseverance of the black community – especially those untold stories," said Gatewood in the aforementioned blog post. "Second, it is a moment to reflect on my role in furthering the legacy and impact of black culture. As it pertains to this assortment, that came through in the blending of items that pay homage to those who came before us with items that allow us to take ownership of driving black history. A perfect example of this is the ‘I Am Black History’ t-shirt. It’s true – I am a part of black history every day.”