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It's not the backlash that hurt their sales, it was them being cowards and removing displays that tanked their sales because everyone saw them being cowards and kneeling down to psycho conservatives.
Stand by your principles or you'll just anger everyone
Exactly. They pissed off bigots by putting up the pride displays, and pissed off progressives by taking them down. They couldn't pick one side, so they angered both.
No company bigger than a few tens of people has principles. They have sales KPI, that go up or down depending on marketing campaigns.
All of these companies half ass and they simultaneously put off the bigots, the allies and the targeted communities in the middle.
Had target just planted it's pride flag and held to it, headline is, "Hateful bigots who would have gone to target drove 5 more minutes to get to Wal-Mart this month".
But jittery like bud light, they started to backpedal for profit midway through and pissed off everyone else.
Isn’t sales in general down across most sectors? This is them placing blame somewhere it really doesn’t belong. Did some bigots decide not to shop there? Maybe. But most of those people didn’t shop there anyways. Walmarts dominate the areas and is the go to for those people.
Not everywhere, on August 2 2023 it was reported that "North Face sales grew 12% year-over-year to $538.2 million in the first quarter"
(Quick aside, when I went looking for their second quarter 2023 report I ended up getting something with a date in October 2022, so I think they're using a different calendar than Target)
The reason why that's significant is
Just before the official start to Pride Month, The North Face announced it had teamed up with drag performer Pattie Gonia for its second annual Summer of Pride tour.
"Hi, it's me, Pattie Gonia, a real-life homosexual," the performer introduced herself in a video promoting the outdoor clothing and gear company's campaign.
Criticism from conservatives came quickly, among them U.S. Rep. Marjorie Taylor Greene, who took to Twitter to criticize the company and call for a boycott.
But The North Face didn't back down, and Pattie Gonia will kick off the campaign in Salt Lake City in July as scheduled at the sold-out event.
The North Face has always believed the outdoors should be a "welcoming, equitable and safe place for all," the company said in a statement to NPR.
[Bolding added]
Looks like apeasing fascists is bad for business
e; forgot to mention the bolding wasn't in the original article
TNF and Target may not be marketing to the same group of people and I'd be a little surprised if it wasn't more of a risk for Target to take such a controversial stance than TNF.
That just means fewer conservatives inside the store. Which makes it more likely normal people will actually feel comfortable in there again. Fewer red hats and less exposed back fat rolling around on hover-rounds will make for a nicer shopping experience for the actual human customers.