The Best ofIntima & Swim Edit
Target Launches Three New Lingerie & Sleepwear Brands
01 March 2019
The retail behemoth will add the new lines to its womenswear portfolio in March, challenging market leaders such as Victoria's Secret and Amazon.
In a move that hopes to capture a larger portion of the intimates market, Target Corp.is eliminating its existing Gilligan & O'Malley intimates brand and will debut three new collections of intimates and sleepwear: Auden, Stars Above and Colsie. Size inclusive and available only at Target stores and online at Target.com from March 3, the trio has been brought to life by a team of in-house designers. The company reportedly expects the new lines to generate $1 billion in sales in a year.
Auden (pictured right) is an expansive lingerie line offering over 200 underwear options in more than 40 styles in sizes XS to 4X and nearly 200 bras in more than 50 styles in sizes 32AA to 46G. The versatile Stars Above (pictured below) lounge and sleepwear collection, designed for women of any age, will include 125 different pieces in soft tones and muted colors ranging from sizes XS to 4X. Colsie rounds out the trio as a trend-driven selection of loungewear and intimates in sizes XS to 3X targeting teens and young adults, providing intimates, lounge and sleepwear apparel for everything from running errands to a night in. The brands prioritize comfort and size inclusivity as well as affordability; nothing in Auden exceeds a $22 price tag, while items from Colsie and Stars Above are under $29.99.
With its wide breadth of customers, Target has worked to position itself as a leader in body positivity, showcasing unretouched women (just as it does for its swim campaigns) of all body shapes, ages and backgrounds, throughout its marketing campaign entitled, "No Body Like You." The retailer also interviewed hundreds of women and hosted fit tests to ensure that the new range of products would hit the mark. To further ease the shopping experience, Target stores will display styles and sizes on the walls, in drawers and on tables. Online shoppers can use the Find Your Fit tool to help them identify their correct bra size, a development that Target says it hopes will address the widespread problem of ill-fitting bras.
"From new brands and experiences to a campaign that celebrates that women come in all different shapes and sizes, we want to create the ultimate destination for our guests--one that's inviting and inspiring and allows women to feel comfortable and confident," said Jill Sando, senior vice president, general merchandise manager for apparel, accessories and home. "We're offering a more extensive size range than ever before so we can meet the needs of our guests. We'll also continue to listen and make adjustments based on their feedback."
Colsie, pictured left
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