Target(TGT)召回争议节日服饰引发舆论风波

金吾财讯
Aug 26

金吾财讯 | Target(TGT)股价下跌5%,起因是一款存在争议的儿童万圣节服饰引发社会舆论反弹,公司选择下架涉事商品并且对外公开道歉,品牌舆情危机给尚在推进的财务复苏进程增添不确定性。涉事商品为儿童黑光发光马戏团小丑万圣节服装,不少消费者指出产品形象和带有种族歧视色彩的黑脸滑稽漫画形象相似,Reddit大型社区Black Peopleof Reddit公开发起品牌抵制呼吁。公司首席商品官Cara Sylvester通过内部邮件重申对外道歉立场,表示该款产品本不应当进入商品清单,企业会吸取相关教训。Target官方声明提及,该商品对黑人消费者、员工以及合作方造成伤害。部分股东持续对管理层提出批评,市场分析观点认为本次事件凸显Target竞争定位的脆弱性,企业主要依靠消费体验维系客流,需要直面沃尔玛(WMT)、Costco(COST)等同业对手的价格竞争压力。新任首席执行官Michael Fiddelke上任后推进降价与商品迭代,公司此前季度业绩表现向好,年内股价累计上涨约70%,周一股价一度触及近两年高点。接连出现的品牌舆论事件,使得部分消费者的抵触情绪进一步发酵。短期舆情会扰动品牌流量与销售预期,在零售业竞争激烈的大环境之下,产品选题、文化风险把控会持续影响企业经营与资本市场估值表现。

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