Target Launches New Athleisure Clothing Line

It’s a new year and a new time to set some resolutions, right? Target thinks so and has come up with a set of resolutions about the joy of movement, being inclusive and accessible. These resolutions are a lead-in to a new Target brand of athleisure apparel.

Athleisure apparel sales in the U.S. have grown 140% in the last decade and is expected to reach $83 billion. Athleisure is a crowded market however, with loyal followers of brands such as Lululemon and Athleta. What will Target need to do to create value for customers of its new “All in Motion” line of active wear and sporting goods?

The company did extensive research for the new line. Target gathered data from more than 15,000 men, women, and kids, from all areas of the country, to gain insights into what customers want from their sporting apparel. The result is a new brand of sports apparel that was developed for the entire family, at all stages of fitness, and in diverse sizes.

All in Motion also uses sustainably-sourced materials, and includes features such as water-resistant, UPF50+ sun protection. Designs include secure zippered pockets, thumbholes in sleeves, and is a broad range of sizes. But the best part is that prices will be mostly under $40.

Ready to move?

Group Activities and Discussion Questions:

  1. Discuss the components of a situation analysis: company, general industry, trends, key competitors, technology, legal, etc.
  2. Review Target’s new line of athleisure clothing: https://www.target.com/b/all-in-motion/-/N-4apdi?lnk=Madeforeverymov
  3. Ask students what data they would need in order to make a marketing decision to start this product line.
  4. Divide students into teams. Have each team do secondary research to answer the questions such as industry overview, size, growth, competitors, social trends, new technologies, environmental impact, etc.
  5. Debrief the exercise by compiling information on the white board. Does this give a good picture of how Target arrived at its decision?

Source:  Ad Week; Minneapolis Star Tribune; other news sources

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