Target Corp. is getting personal.
After interviewing hundreds of women about what they’re looking for in innerwear, and holding fit sessions with consumers of different sizes, body types and ages — from 16 to 54 — the retailer is taking a new approach to intimate apparel and sleepwear.
Replacing the existing Gilligan O’Malley brand as well as parts of Xhilaration and Ava & Viv intimates are three size-inclusive brands created by Target’s in-house design team.
Auden was designed with a focus on comfort. With 80 percent of women wearing an incorrect bra size, Auden’s nearly 200 bras in more than 40 styles and more than 200 underwear options in 50 styles, aims to provide the right fit. Bras come in a wide range of sizes, from 32AA to 46G, and underwear, XS to 4X. All items priced under $22.
Stars Above, a sleepwear and loungewear collection, delivers 125 styles in sizes ranging from XS to 4X, with prices under $29.99. The brand’s muted colors and soft fabrics are meant to transition from day to night.
Colsie, an on-trend collection for teens and young adults, consists of nearly 30 loungewear and sleepwear styles, and 20 intimates styles ranging in size from XS to 3X, and priced under $21.99.
Target has completely revamped the store experience for the category. Styles and sizes will be displayed on walls, in drawers and on tables to make browsing and finding products easy. The three brands are available in stores and will be launched on target.com on March 3. A new online Find Your Fit tool is being launched help women identify their correct bra size.
Target, which has made size-inclusivity a key theme of product development and marketing. Kona Sol, a swimwear label introduced in January, offers sizes XS to XXL, with select styles in 14W to 26W. The retailer is rereleasing a marketing campaign that celebrates body positivity, titled No Body Like You, and shows unretouched photos of women across the age, size and ethnicity spectrum.
“The intimates and sleepwear business at Target is performing well, but we know that what our guests are looking for has evolved over the years. We want to unlock the potential to offer both existing and new guests so much more,” said Jill Sando, senior vice president, general merchandise manager, apparel and accessories and home at Target. “We want guests to know that Target not only [understands] but embraces what they’re looking for, from assortment to experiences to marketing. We want to create the ultimate destination for our guests, one that’s inviting and inspiring. Our new approach to intimates and sleepwear is all about discovering pieces that make our guests feel most confident in their own bodies.”