Expands sizing options throughout its product line, Athleta.
In a move that sets it apart in the competitive apparel market, Athleta, a subsidiary of Gap Inc., has been making significant strides in promoting inclusivity by offering extended sizes across its entire collection. This inclusive sizing approach, which ranges from XXS to 3X, ensures that women of diverse body shapes and sizes can find flattering and supportive activewear, including swimwear.
This dedication to inclusivity is not just a marketing gimmick for Athleta; it is a core brand value. Unlike some brands that cater to plus-size consumers with a focus on a limited product range, Athleta aims to provide inclusive sizing across a broad array of products and styles, emphasizing both fit and fashion for all sizes.
The brand's director of technical design, Jolene Danielson, stated that Athleta does not make assumptions for personal preference regarding fit, colour, pattern, or trend. Each piece is tailored and designed to look and perform the same, regardless of a woman's size, providing style-based choice.
Athleta's inclusive sizing impacts its marketing strategy by allowing the brand to authentically engage with a diverse audience through representation and product availability. The brand's marketing presents a broad spectrum of body types, ages, and ethnicities, helping build customer loyalty and trust.
In addition to offering colours, patterns, and prints that cater to all sizes, Athleta's inclusive approach extends to its physical retail presence. All 200 Athleta stores now feature size-inclusive mannequins and racks merchandised with garments from XXS to 3X. Moreover, all 5,500 store associates will be trained in inclusive sizing to ensure a consistent customer experience.
Athleta's commitment to inclusivity is reflected in its numbers. For Spring 2021, 70% of Athleta's activewear collection will be available in sizes 1X-3X (or 18-26). The brand is also expanding its inclusive sizing to 350 styles across its collection.
Executives have revealed a plan to double Athleta's sales to $2 billion, making it one of Gap Inc.'s best hopes for growth, as its namesake and Banana Republic brands continue to struggle. In its release, Gap Inc. emphasized the concept of "confidence" throughout Athleta's branding, further underlining the brand's commitment to inclusivity and empowerment.
By March, the number of styles available in inclusive sizes will exceed 500, further solidifying Athleta's position as a leader in the inclusive activewear market. The brand's approach to inclusivity is not just a trend; it is a strategic move that sets Athleta apart in the competitive apparel market.
- Athleta's dedication to inclusivity isn't limited to fashion and beauty; it extends to their business strategy, with a plan to double their sales to $2 billion.
- In the science of marketing, Athleta's approach to inclusivity is a strategic move, setting them apart in the competitive apparel market.
- To empower women's health and wellness, Athleta aims to provide inclusive sizing across their health-and-wellness, lifestyle, and fashion-and-beauty product range.
- In the realm of AI and fashion, Athleta's inclusive sizing strategy ensures that laboring women, regardless of their size, can find flattering and supportive activewear.
- By offering a broad array of inclusive styles and sizes, Athleta is leveraging science and technology to create a healthier, more inclusive society, where everyone can participate in the pandemic-era active lifestyle.
