Target Corp recently launched three new lines in sleepwear and lingerie, Auden, Stars Above and Colsie, with an aim to have more presence in intimate wear. In this move, the company will also eliminate Gilligan & O’Malley, which is its current intimates label. The three labels are crafted by in-house designers and Target is looking at garnering $1billion in sales per year with these new collections.
‘Auden’ offers more than 200 underwear options in over 40 styles and the sizes range from XS to 4X. There are almost 200 bra options in over 50 styles and the sizes available are 32AA to 46G. While the sleepwear and loungewear line, ‘Stars Above’, which is designed for women of all age groups, offers 125 different products in muted colours and soft tones. The sizes available in this line range from XS to 4X. ‘Colsie’, on the other hand is a trend-driven line of intimates and loungewear available in sizes XS to 3X and is aimed at teenagers and young adults. It has great options in loungewear, sleepwear and intimates. All the three lines are high on size inclusivity and comfort and are also reasonably priced.
Target’s marketing campaign, ‘No Body Like You’ captures women of all ages, body shapes and backgrounds while showcasing un-retouched women. The company has risen to the position of a leader in the space of body positivity through this. Besides, hundreds of women were interviewed and fit tests were hosted so that the new lines would hit the mark. Moreover, Target stores will also display sizes and styles on the wall, on tables and in drawers to make it easy for shoppers. Whereas online shoppers have the ‘Find Your Fit’ tool that would help them spot their correct bra size.
Jill Sando, Senior Vice President, General Merchandise Manager for apparel, accessories and home, stated that the company wanted to create the ultimate destination for their customers, which ranged from new labels and experiences, a campaign that celebrates the fact that women come in different shapes and sizes.
She added that this ultimate destination would be one that would be inspiring, inviting and would also women to feel comfortable and confident. Moreover, the company offers a more wider size range now to meet the needs of its guests and would continue to take feedback and make adjustments based on it, she further said.