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Target Just Made a Surprising Change to Its Dress Code - Here's Why

Target's new CEO has big plans for the big box store.

By Amanda Machado , Edited by Calista Headrick

Updated Nov. 4, 2026

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Target's numbers have been on a roller coaster in recent years. In early 2025, earnings were down 3.8%. Then they jumped 5.6% in the first quarter this year. But the new CEO, who took over in February 2026 after two decades with the company, isn't leaving future growth to chance. His plan is to implement sweeping changes across stores to draw shoppers in while improving the customer service experience.

One of the first places his sights are set is the food and beverage department. Groceries were first introduced to Target over thirty years ago, but its growth continues to climb in that area. Food and beverage sales were up over 7% in the second quarter of 2026 and, as they say, it's time to strike while the iron is hot.

There's opportunity, and some changes might help you stretch your Target budget. Target's grocery workers are going to lead the way. Starting November 1, there's a new requirement that all employees in the food and beverage department must wear Good & Gather-branded aprons and hats or visors for maximum visibility.

Here's what that decision means for workers and customers, as well as how the impacted employees are reacting.

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Target's new grocery dress code starts November 1

The new grocery dress code is designed to make Target employees look like traditional grocers, but with the color palette of the Good & Gather brand, which features lime green lettering. Each employee working in food and beverage will wear both an apron and a hat or visor.

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Shoppers question the new grocery employee uniforms

The argument behind the new uniforms is that they will help shoppers quickly identify who works at Target and who can help them in the grocery department. But shoppers don't necessarily think that's the way to improve their experience. 75% of customers surveyed would rather have a better-stocked store and fresher groceries than seeing employees in matching aprons.

Employees raise concerns about the new grocery uniforms

The decision makers at Target are under the impression that these new uniforms are not only helpful to shoppers, they're also functional (who doesn't love an apron pocket?). But employees don't agree. Some point out that when their days are spent opening boxes, bending over and pulling out inventory, and stocking shelves, all an apron and a hat are going to do is get in the way.

Target already uses department-specific employee uniforms

The new uniform isn't completely new territory. Depending on the Target you walk into, you might see other employees wearing aprons or other accessories in addition to their Target uniform. For example, the Starbucks employees are Target employees, but they wear a Starbucks apron. The same goes for those in the beauty department.

Target updates employee uniforms

Target is bringing back an iconic partnership to upgrade their uniforms. Isaac Mizrahi is stepping in to give the standard red and khaki look a more modern — yet also vintage-inspired — flair. Employees will still be easily recognizable in their standard color palette, but they'll be able to make the look a bit more their own with the debut of this line, which is called "Collection 186."

Frontline workers will have new branded shirts

In the past, many Target workers simply wore khakis, a red shirt of some sort, and a name tag. Those days are gone. Now all frontline workers will have a T-shirt or polo that has the Target shopping cart logo on both the front and the back. There's another new detail: depending on the store, the uniform could be red, blue, or black.

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Target invests in employee training and store renovations

Uniforms are just the tip of the iceberg and the piece that's visible to shoppers. There are also changes happening behind the scenes at Target. They're investing significant money into training, adding more customer-facing roles, and even remodeling stores.

What Target shoppers can expect on November 1

All this being said, what shoppers will notice on November 1 is the new uniforms on food and beverage employees, as well as a ramp-up in the number of grocery options offered. There will be more Good & Gather items as part of a new inventory wave that includes 600 private-label food products. And there will be brands like Misfit making their way to the shelves.

Bottom line

Target isn't the only one making moves to provide a more consistent in-store experience. Recently, Kroger also rolled out their first uniform overhaul in ten years. Similarly to Target, employees will now wear branded polo shirts in red, blue, or black.

Will the new uniforms boost sales by increasing visibility? It's too soon to tell, but the most surefire way to boost sales right now would be helping shoppers find a way to save money on groceries.

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