US-based Dillard’s has launched in-house activewear brand namely Antonio Melani Active – and with this, it forays into activewear market.
The brand will offer to shoppers the best of active tops, tees, jackets and tanks. Additionally, there will be leggings, shorts and sports bras all at prices that range from US $ 38 to US $ 118.
Speaking on the same, Alexandra Dillard Lucie, Vice President, Merchandising, Dillard’s said “Our goal is to dress our customer for all aspects of her life.”
Alexandra added “Antonio Melani Active is more upscale. It gives her that athleisure approach. Every element of these garments has really been thought through with a lot of purpose and intent.”
With this launch, Dillard’s joins fashion retailers such as Target, which had launched ‘All in Motion’ athleticwear brand in early January.
