Read more: Athleta CEO reveals plan to turn 2 million new customers into brand loyalists after the activewear company pivoted to selling masks during the pandemic Posts about athletic attire were up 63% in the same period. Insider's Sydney Bradley reported last September that activewear brands were also spiking on social media: According to data from Traackr, the number of influencers mentioning activewear brands rose 101% in the first half of 2020 compared to the same period the year prior. Companies like Dick's Sporting Goods, Tommy Hilfiger and Calvin Klein parent company PVH, and Athleta, the athleisure label owned by Gap, all reported strong demand for athletic attire during the second quarter of 2020, CNN reported. From March to July 2020, sales of shorts, sweatpants, and sports bras were on the rise, despite overall apparel sales dropping 34%. The pandemic has been spurring demand for comfortable, functional clothing since early last year. Jill Sando, chief merchandising officer for style and owned brands at Target, told CNBC's Melissa Repko that the company jokes internally the line has become "guests' favorite work wear, not just workout wear." The brand, called All in Motion, is one of 10 Target brands out of over 30 that reached at least $1 billion in sales for the fiscal year 2020.
It often indicates a user profile.Ībout a year after launching, Target's in-house athleticwear brand has hit $1 billion in sales, a result of shoppers' pandemic-induced move to stretchy, comfortable clothes.
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