Back in January 2020, when American fashion giant Target had launched its activewear brand All In Motion, it had set a goal of achieving US $ 1 billion sales in a year’s time.
And it has worked exactly the way Target wanted!
The clothing retailer’s activewear label has generated US $ 1 billion in sales in its first year. In a statement released to media, Target said that the milestone marks the retailer’s 10th billion- dollar owned brand in fiscal 2020.
The success of ‘All In Motion, yet again, bolsters the retailer’s strategy of introducing private labels to enhance profit margins and boost sales. In last 5 years, Target introduced 30 such private labels across various categories.
Notably, clothing sales of Target increased by nearly 10 per cent in the fiscal third quarter of the year.
The success of the activewear brand has not come as a surprise considering the rise in the popularity of athleisure and loungewear – and subsequently sales – in last one year.
As per the predictions made by the NPD Group, sweatpants, active bottoms and socks would constitute 31 per cent of total US apparel spending over the holiday season – that’s more than the 26 per cent recorded during the same period last year.
All In Motions is an athleisure line that has products for all ages and all genders in all sizes. Most of its products, reportedly, cost less than US $ 30.
