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Target’s in a brand identity crisis. It’s not alone

Target is in trouble. And while it’s easy to get lost in the company’s recent (poor) handling of American culture war narratives that cast it as too “woke” or too willing to cave to online fascists, the root of Target’s problems runs deep.
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Don’t get me wrong the massive consumer boycotts from Black organizers have done damage. And there are probably folks on the far right who think even Target’s toned-down, overwhelmingly beige Pride merch this year was still too loud.
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But its stock is in the gutter and sales have been falling for two years because of good ol’ business fundamentals. It overstocked. It lost the pulse of its customers. It went up against Amazon Prime with… actually, does anyone know what Target’s Amazon Prime competitor is called?
The brand we petite bourgeoisie once playfully referred to as Tar-zhay has lost its spark. The company reported a decline in sales for a third-straight quarter, part of a broader trend of falling or flat sales for two years. Employees have lost confidence in the company’s direction. And 2025 has been a particularly rough financially, as Black shoppers organized a boycott over Target’s decision to cave to right-wing pressure on diverse hiring goals.
Shares were down 10% Wednesday.

It’s not to say the new guy, Michael Fiddelke, is unqualified. He’s been at Target since he started as an intern more than 20 years ago, after all. But Wall Street is clearly concerned that Target’s leadership is underestimating the severity of the need for a significant change just as President Donald Trump’s tariffs on imported goods threaten the entire retail industry.

Appointing a company lifer “does not necessarily remedy the problems of entrenched groupthink and the inward-looking mindset that have plagued Target for years,” Neil Saunders, an analyst at GlobalData Retail, said in a note to clients Wednesday.

Missing the mark
In its 2010s heyday, Target became a go-to for consumers who liked a bargain but didn’t necessarily like bargain-hunting. The shelves felt well-curated. You’d go to Target because it had one thing you needed and 12 things you didn’t know you needed. It was stocked with Millennial cringe long before Gen Z gave us the term Millennial cringe.

Target’s sales held strong through the pandemic as remote workers set up home offices and stocked up on essentials. Months of lockdown also benefited the store as people began refreshing their spaces because they didn’t really have much else to do and they were staring at the same walls all the time.

Russia's continued attacks show why "reliable

Ukrainian President Volodymyr Zelensky condemned Russian attacks on the Ukrainian regions of Kharkiv, Zaporizhzhia and Sumy on Monday, saying that the Kremlin intends to “humiliate diplomatic efforts” just hours before European leaders visit the White House.
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“The Russian war machine continues to destroy lives despite everything,” Zelensky said in a statement, hours before he’s due to meet US President Donald Trump in the Oval Office. “That is precisely why we are seeking assistance to put an end to the killings. That is why reliable security guarantees are required. That is why Russia should not be rewarded for its participation in this war.”
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“Everyone seeks dignified peace and true security,” the Ukrainian president said. “And at this very moment, the Russians are attacking Kharkiv, Zaporizhzhia, the Sumy region, and Odesa, destroying residential buildings and our civilian infrastructure.”

At least seven people were killed in Russia’s attack? on Kharkiv and a further three killed in the ballistic missile strike on the city of Zaporizhzhia, with scores more injured, according to Ukrainian authorities.

“This was a demonstrative and cynical Russian strike,” Zelensky added.
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A greenway through town

While many visitors come to the area for the otherworldly landscapes of Badlands National Park, roughly 60 miles east of the city, or the wildlife viewing at Custer State Park to the south, the city offers its own unique scenery.

Rapid City borders the Black Hills to the west and prairie grasslands to the east. Rapid Creek meanders through town and an adjacent greenway connects much of the city’s 1,650 acres of park land.
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Two beloved decades-old parks Dinosaur Park and Storybook Island have recently been upgraded to be disability accessible. Wheelchair-friendly Dinosaur Park includes seven life-size dinosaur statues and panoramic city views. At Storybook Island, six pieces of playground equipment are wheelchair accessible and have Braille panels and sensory panels for children with autism. The park is renowned for fairy tale character playsets, an antique carousel and a miniature train. Admission to both parks is free.
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Mountain bikers and hikers favor the panoramic views from trails within the 150-acre Skyline Wilderness Area, or from spots along the more than 20 miles of trails in Hanson-Larsen Memorial Park, where M Hill pays tribute to science and engineering university South Dakota Mines. All of these trails are located within city limits.

Jason Kingsbury is a tourist-turned-resident who relocated largely because of the city’s outdoor recreation. Kingsbury is an avid camper, mountain biker and fly fisherman.

“I was absolutely blown away with how much there is to do in Rapid City,” Kingsbury said. Accessing outstanding outdoor recreation in just minutes is unique, he said.

“A lot of people do not have that experience. They can go to Memorial Park and ride world-class (trails). They can ride there from their hotel that really impresses people,” Kingsbury said.

“What a lot of people always say is ‘I can’t believe how cool this is. I never thought South Dakota had things like this,’” he said. “They realize real quickly we’re far more than just Mount Rushmore.”

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