Misc The Target Dress Challenge Sparks Conversation And Sales

packyderms_wife

Neither here nor there.

The Target Dress Challenge Sparks Conversation And Sales

An in-store metal display rack at Target with four floral prairie dresses hanging on hangers.

Target's prairie dresses sparked the #TargetDressChallenge, which has caused a run on ruffled ... [+]
LORCA DAMON
You’d think that when consumer reaction to one of your products is generally negative, it would be bad for business. Not so, at least in the case of Target’s TGT -1.1% 1970s-style prairie dresses that rolled out in December.

“I don’t think Target meant to create a hideous dress,” says Rachel Weingarten, brand strategist and trend analyst. “I think they meant to piggyback off the Duchess of Cambridge’s ladylike dresses, only an affordable version. It was just bad timing.”

In fact, the retro dresses have inspired hundreds, if not thousands, of people to take photos of themselves wearing them and share them on Facebook, sparking the #TargetDressChallenge.

Blonde-haired woman in orange floral dress holding chicken and standing next to a steer.

With her chicken and livestock as props, Tyra Karp joined in the #TargetDressChallenge.

Tyra Karp of Houston decided to get in on the fun, bought a dress, and shot some photos of herself in it. She went to share it with friends in a group of chicken keepers, but complaints started appearing from other women who didn’t want to see non-chicken-related content. So Karp created a new Facebook group devoted to the shenanigans

What started with a photo and funny caption of the old-timey dresses has morphed into a full-on activity for cooped up adults to engage in, resulting in many Target stores being sold out of the dresses.

Author Lorca Damon’s first reaction to seeing a display of the frilly dresses in the Oxford, AL Target was confusion. Seeing clothes more commonly worn by little girls, Damon wondered if she had wandered into the kids’ department. After confirming she was in the women’s section, “My mind immediately went to…Target has decided if we’re gonna suffer a pandemic, we might as well look like we just lost the farm after locusts ate our crops,” she says, which is exactly how she captioned the photo she took of the dresses on display.

She posted it on Facebook to amuse her friends. One friend asked her to make it shareable, which she did, and within a matter of hours, the post had gone viral.

Inspired by, or wanting to be part of the joke, women started buying the dresses and taking photos of themselves wearing them, often in settings more appropriate for farm wear. Some women used props, such as gardening trowels and pitchforks, some donned bonnets a la “Little House on the Prairie” to complete the look. Men also got dressed up for fun, sometimes perched aboard lawn tractors.

Then the chicken crowd got in on the action. Women who raise chickens decided it would be fun to stage photos of themselves in the dresses holding or feeding their chickens and livestock. Thanks to Facebook, the phenomenon exploded from there.
The public was encouraged to share their own photos as part of what has become the #TargetDressChallenge.

Laughing With You Or At You? (Does It Matter?)
Although Target turned out to be “the butt of the joke,” explains Sheri Lambert, assistant professor of marketing at the Fox School of Business at Temple University, the news is all good for the retailer.

It’s good because they’re being talked about, she says. “You can’t control the conversation about your brand, you can only hope to be part of the conversation.” Target is certainly at center of this particular discussion.

Not to mention, viral challenges work, she says. “It’s good for Target,” Lambert says, because challenges like these “get people into the store.”

It also attracted plenty of attention. “Because of the virality of the challenge, Target is getting so much earned (a.k.a. free) media. The fact that all types of people (women, men, children) are posting pictures with the dresses, hashtagging the challenge and tagging Target, and even that the general media is covering it, is a fantastic - and probably unexpected - win for Target, says Lehigh University marketing professor and fashion industry expert Ludovica Cesareo.

Target declined to comment.

“On a cultural level, it’s actually a wonderful way to connect,” Weingarten says. “We get to all do this together, apart. We get to laugh at ourselves and each other in a way that isn’t mean or catty or showing the hallmarks of internet flame wars, but one that embraces the silliness instead.”

The Target Dress Challenge is an example of “bandwagoning,” explains Lambert, which is based on “consumer fear of missing out.” People want to feel part of the community and get in on the fun by participating, so they buy the dress and take photos of themselves in funny scenarios.

Starting Your Own Challenge
Although Target certainly benefited from the challenge, through sales of the dresses, some retailers have taken steps to start their own viral challenge.

Retailer Wool& launched the 100-Day Challenge in May 2020, when women were invited to wear the same Wool& dress for 100 days straight. The challenge, of course, is styling the dress in new and different ways, such as by wearing a sweater and belt over it, to make it look more like a skirt, or with a jacket, or under a longer skirt. Those who document their 100-day journey receive a $100 gift card.

Weingarten suggests that retailers could plan similar challenges centered on a piece in their inventory. Perhaps they select a sweater or blouse and show one way to wear it, as an example. The challenge would be for “you to come up with better styling. That could work,” she says.

Thrift shop aficionados have cheered Goodwill’s $5 challenges, where shoppers are challenged to spend up to $5 on thrift store merchandise to decorate their homes, or to upcycle the goods into something new.

Lambert suspects that the Target Dress Challenge grew so big so fast “because we’re stuck at home and this is a way to connect with others. It’s entertainment,” she says.

Follow me on Twitter or LinkedIn. Check out my website.
 

packyderms_wife

Neither here nor there.
Okay I'm putting this here because this trend hasn't gone away and there are groups now on facespy for creating your own line of prairie clothing, I kid you not. And also if you survived the 80's like I did you most probably made yourself a prairie dress, skirt, or blouse at one time or another. I know I did and I still have them in a box in the attic. Those ruffles, seems like they went on for miles and miles and miles.
 

Melodi

Disaster Cat
I had dresses like that in the late 1970s, I took two of them to Venezuela with me. One time in the US someone asked me if I was Amish...

The Flokware Pattern Prarie dress makes a nice one, I haven't made one, my skills don't run to pattern adjustment and no pattern on Earth fits me without them - but I've seen those who have and they look pretty good on most people.

My problem with a lot of the "retro" fashions, some of which look good on me is instead of being made out of cotton, they are made out of horrible polyester trash fabrics. That was true a few years ago when there was a style for Indian inspired mirror decorated clothing, I don't know about these dresses, but I would look at the labels pretty carefully.
 

Melodi

Disaster Cat
On sale now and with more sizes (up to 3x) from folk ware (I have the older version of the pattern.
201 Prairie Dress
Sizes XS-3XL (New sizing!)
The stalwart women who braved the 19th century American prairie wore full yet practical housedresses of washable cotton. This flowing dress was traditionally worn with a practical apron. Ours falls to the ankles in voluminous gathers from a gracefully rounded yoke. It has long sleeves gathered at the shoulders and into buttoned cuffs. The ruffled collar is set into a collar band, and the dress has pockets set into both side seams. The deep front opening typical of this era closes with buttons in the yoke; hooks and eyes can be used to fasten the long opening.

The flounced apron has two keyhole pockets and a waistband that buttons in the back. Instructions for decorative feather stitch are included inside pattern. For contemporary wear, this dress is charming in the authentic version worn with or without the apron, mid-calf (cut to street length) or ankle length, the dress is feminine and comfortable. also, if you prefer, the front opening can be shortened and the neck can be finished with the collar band only. Instructions for vintage embroidered finishing touches are included.
Era: Victorian, mid to late 1800s

Suggested fabrics: For the Dress, choose soft fabrics such as calico, gingham, muslin, lightweight cotton, rayon, or wool challis. For the Apron, choose light or medium-weight cotton such as gingham, broadcloth, or muslin.
Yardage chart (.pdf)


201-Prairie-Dress-rev_776x.jpg
 

Josie

Has No Life - Lives on TB
In the '70's we called them Granny dresses. I was watching reruns of The Partridge Family on ME TV and Laurie Partidge was wearing something very similar only a whole lot prettier.
 
Last edited:

bluelady

Veteran Member
I had dresses like that in the late 1970s, I took two of them to Venezuela with me. One time in the US someone asked me if I was Amish...

The Flokware Pattern Prarie dress makes a nice one, I haven't made one, my skills don't run to pattern adjustment and no pattern on Earth fits me without them - but I've seen those who have and they look pretty good on most people.

My problem with a lot of the "retro" fashions, some of which look good on me is instead of being made out of cotton, they are made out of horrible polyester trash fabrics. That was true a few years ago when there was a style for Indian inspired mirror decorated clothing, I don't know about these dresses, but I would look at the labels pretty carefully.

"Full yet practical", "feminine and comfortable". Yep, those are my requirements for dresses (which I wear exclusively), along with that the fabric be breathable and natural.

I love Folkwear patterns. I have the Afghan Nomad pattern, still waiting for me to have the time to choose the right combination of fabrics. I've thought of making it in just one fabric, but what would be the fun in that? :) I may do that also, though. Eventually. I have way more fabric than time & energy right now...LOL!
 

kyrsyan

Has No Life - Lives on TB
I like dresses and skirts. Ankle/ground length is actually my favorite. And lots of moving room.
But when my son was younger I had to stop wearing them. Nowadays he's too old and too big for those problems to crop back up so I'm enjoying making my skirts again.
 

kyrsyan

Has No Life - Lives on TB
If you got b00bs and an a$$ you can wear a flour sack and it'll look good.

Target's been off my go-to list since they chose to let men into the women's restroom. ...although they quietly reversed that after awhile.
They've been off my go-to list for years. Because I can't afford their prices. I will order one or two things a year from them, but very specific things that I cannot find elsewhere locally.
 

Marie

Veteran Member
I had tons of those types when I was a child. I learned how to ruffle early. But I abhor sewing now. I do miss those though, my fire up that old thing and see what I can find for fabric.
 

Melodi

Disaster Cat
Someday (ha, ha) I have an SCA project I would like to that will need a young teenager or tween to pull off.

When I first joined the SCA in the early 1980s, nearly all the ladies would show up with their 1970s "granny dresses" at their first event. All that the rules require is an "attempt" at "garb" (period clothing) but people who stuck around soon figured out these were way off the mark for pre 16.

Many of the more experienced people, even those teaching classes would say two things (back then).

1. Pink was not a color used in the "period," or at least not in the Middle Ages.

2. Ruffles on the bottom of a skirt are NOT "period."

Well, I'm always kind of a rebel as well as a history nut, so I went looking, and low and behold; I found a late period (pre-1600) painting from the time when painters were not only painting realistically but some were painting things like everyday people.

I can't find it right now - but there is a painting of a peasant in his home with a toothache laying down looking miserable. His young daughter is about to serve her Dad something to make him feel better and she is wearing a:

Pink Gunny Sack type of dress with a ruffle on the bottom!

She is obvious at that "growth spurt phase" and even well-off peasants (which this man looks to be given the nice fire and decent looking home) could not afford just order a new dress every time little Mary suddenly grew four inches over the summer.

So, the reason we don't see dresses like this being worn by the wealthy is that they were not in fashion and the wealthy could just order their Little Marys a new dress. But peasant moms had to make do with a ruffle on the bottom to hide those sexy ankles (breasts were not sexy as any women from 14 to 50 could be pulling one out to nurse a baby but ankles were too hidden and much desired).

We know that from improved technology people, including wealthy Norse Jarls (chieftains) DID wear pink (one guy was buried in his hot pink tunic with lime green and lemon yellow trim). Back when I found the painting I just figured the red cloth had faded, but now I suspect that color was intentional. It looks good on young people of either gender depending on the social clues of the time as to who wears what colors.
 

Mprepared

Veteran Member
If you got b00bs and an a$$ you can wear a flour sack and it'll look good.

Target's been off my go-to list since they chose to let men into the women's restroom. ...although they quietly reversed that after awhile.

I did that too with Target, but our Shopko closed, Penney's, Sears, K-mart and another store, so I started going to Target again.
 

Mprepared

Veteran Member
Since I'm a jeans person I think they are ugly.

Judy

Me too, but I am so tired of the ugly jeans in the stores that today I almost had a thought I was going to make long skirts and dresses for myself. I had just been on Pinterest and there was a pin, wear skirts instead of pants for a year and they had a lot of pictures of skirts, but I just don't think I can do it. I live in jeans.
 

Mprepared

Veteran Member
My daughter dressed my granddaughter for church this morning with a bonnet and a longer dress with white lace at the bottom. I did not make the dress, but she looked a little like Little House on the Prairie. I sew for my granddaughters and myself a few things. Walmart had some long dresses that look a lot like those in the Target picture.
 

WalknTrot

Veteran Member
Me too, but I am so tired of the ugly jeans in the stores that today I almost had a thought I was going to make long skirts and dresses for myself. I had just been on Pinterest and there was a pin, wear skirts instead of pants for a year and they had a lot of pictures of skirts, but I just don't think I can do it. I live in jeans.
I'm generally a jeans person myself, but this last summer, (August) when it was hot, and I was immobilized 6 weeks in a nasty, sticky, itchy neoprene sling for my shoulder joint replacement, putting on a long cotton skirt and loose top was heaven. Fussing with jeans and buttons was a tough row to hoe with only one hand/arm. Learned appreciation again. I now know how to cope with shoulder #2. ;) Also funny the different attention you get when you go to town.
 

Mprepared

Veteran Member
I'm generally a jeans person myself, but this last summer, (August) when it was hot, and I was immobilized 6 weeks in a nasty, sticky, itchy neoprene sling for my shoulder joint replacement, putting on a long cotton skirt and loose top was heaven. Fussing with jeans and buttons was a tough row to hoe with only one hand/arm. Learned appreciation again. I now know how to cope with shoulder #2. ;) Also funny the different attention you get when you go to town.

I have noticed the difference of wearing a long dress or skirt to town after church. it is not an unusual sight here. There are a lot of the older traditional Catholic churches here and I have seen the women in long skirts. There are a lot of homeschooling families and there are groups that I am not sure what church they are, but I see a lot of pretty skirts and dresses and they make me feel just sloppy when they pass me and I am in jeans. My granddaughters would LOVE to see me in long skirts. Their faces if they came over and saw me with one on and not just at church. LOL. I do wear long skirts or dresses to church.
 

moldy

Veteran Member
I went thru a phase in my 30s where I wore dresses only. Now, it's scrubs or jeans. If I could find a dress that would not make me look like a gunny sack of horse feed tied in the middle I might try it again.
 

Rain

Member
Back when I found the painting I just figured the red cloth had faded, but now I suspect that color was intentional. It looks good on young people of either gender depending on the social clues of the time as to who wears what colors.
I was reading a book written in the early 1900s and it mentioned that pink was a very masculine color.I wonder when it changed?
 

anna43

Veteran Member
They are out of style now, but I loved the denim jumpers. You could wear them year around with short sleeves or tanks under in the summer and layers of warmth in the winter. They were heavy enough no slips were required. I think I still have one or two shoved into a corner of the closet.

I made a lot of those prairie style dresses and jumpers for my dd's back in the day. Not sure they've forgiven me yet!! Actually, they were happy with them at the time. My favorite was a blue/white gingham dress with a white eyelet pinafore over the top. Older dd got same sort of dress in a larger check gingham and eyelet waist length pinafore with a long tie belt that wrapped from the back to tie in the front.

I find it humorous with what people consider "country". Some of the vlogs are hilarious to an old Iowa farm girl. Target's "prairie dress" just doesn't do it. Jeans and sweat shirt or jeans and t-shirt are closer to the mark. Where I live its very windy and I quit working outside in a skirt after I moved to town after the wind blew my skirt above my head while I was hoeing the garden. Construction crew a half block away got a view I'm sure they didn't appreciate any more than I did!
 
Top