All in Motion, Target’s newest $ 1 billion brand, offers inclusive sizing and advertising, … [+]
Courtesy of Target
Target TGT Corp.’s decision to launch All in Motion, a sportswear and loungewear brand, couldn’t have been more forward-looking. Last January, just two months before the Covid-19 pandemic broke out, All in Motion bowed its head as the kind of clothing Americans wanted and needed while quarantined and working from home and remotely learned – so much that the brand hit the $ 1 billion sales milestone in an unprecedented 12 months
All in Motion is Target’s tenth brand to hit the $ 1 billion mark in sales, starting with Cat & Jack, a kids’ label that increased volume for other in-house product launches and gave Target the confidence to move away from old brands To solve powerhouses like Mossimo and Merona, which were discontinued and paved the way for bigger margins and control over their own destinies.
Cat & Jack has grossed more than $ 2 billion since it was passed in 2016. Other members of the $ 2 billion club include food and beverage brands Good & Gather, Up & Up, a personal care and household cleaning brand, and Threshold, home furnishings.
Target has made a concerted effort to build its own branded booth and has launched more than 30 in-house labels over the past five years, including A New Day, Women’s Clothing, Kona Sol, Swimwear, Goodfellow & Co., Men’s Clothing, and Project 62 for Housewares.
“All in Motion offered a solution for the whole family at a time when comfort and value were (and still are) so important. As families started spending more time at home than ever before, activewear and loungewear became a must-have – hello, leggings every day, “said Jill Sando, Executive Vice President and Chief Merchandising Officer of Style and Owned Brands at Target, and added added that All in Motion outperformed industry growth and resulted in market share gains at Target.
“Our own brands are a real USP for Target,” said Sando. “All in Motion stood out in the first year in the market, offering its guests incredible sportswear and sporting goods for everything their daily life entails, at a price that only fits the target value. We pride ourselves on our brands meeting the changing needs of guests, creating moments of everyday comfort and joy for the whole family when they need it most. ”
Target has been using consumer feedback for some time when planning and designing clothing, a practice first implemented with Cat & Jack. Brian Cornell, CEO of Target, told me when I launched the brand in 2016 that it was “co-created” with children who influenced everything from color to design, and that Cat & Jack had a blueprint for branding with recommendations from real people.
All in Motion, which sells more than 700 items, leveraged Target’s in-house design team, which used information from thousands of consumers to refine All in Motion’s intuitive details. Sando said Target teams attended the fitness circuit to find out what consumers wanted, “listen and sweat with more than 15,000 men, women and children across the country. One thing became abundantly clear: the guests want high-quality activewear and sporting goods that they can trust. “
The use of sustainable materials and the range of inclusive sizes from XS to 4X for women, S to 3X for men and XS-XXL for children were the top priorities for consumers. Best sellers include yoga mats, leggings, and sports bras, which Sando admits that they’re very difficult to come by. The brand promotes sustainability and says the majority of all in motion activewear contains sustainable materials.
Target is still listening to its guests a year after introducing All in Motion. Recent discussions and customer feedback from the retailer led to Target’s first seamless collection, which was launched in January. “Our guests asked for comfort, soft fabrics, versatility and performance,” said Sando, adding that the collection is “on par with premium activewear brands”.
Target in All in Motion’s first year sold 21,000 pounds of handweights and kettlebells that the retailer said were enough steel to build a second Eiffel Tower and 7 million square feet of yoga mats, or enough to cover 122 soccer fields.
All in Motion prices range from $ 3.49 for a set of weights to $ 120 for a men’s parka. The seamless range starts at $ 10 for a girls’ short-sleeved ombre t-shirt.
All in Motion uses high quality fabrics and incorporates features often associated with premium activewear brands, including moisture wicking, water resistance, UPF50 plus protection and odor control, along with details like zip pockets and thumb holes in the sleeves.
Target features models of various shapes and sizes wearing All in Motion online, underscoring its belief in inclusivity, and the retailer’s marketing campaign is following its photo-retouching policy.