Athleta faucets Alicia Keys to create capsule assortment

Advertising and marketing Information:

• Because it expands its digital and in-store choices, Athleta has enlisted Alicia Keys to create a capsule assortment and function a mentor for Athleta’s Energy of She Fund grant program, in line with a Tuesday press launch.
• The model did not element what objects can be within the assortment, however stated it is going to vary in sizes XXS to 3X, have “inclusive designs” and can launch on March 8 on Worldwide Ladies’s Day, in line with the announcement. 
• Mary Beth Laughton, president and CEO of Athleta, famous that the corporate goals to achieve $2 billion in web gross sales by 2023.

Dive Perception:

The vary of sizes included within the Athleta x Alicia Keys assortment displays the model’s continued effort to go well with extra physique varieties. A yr in the past, Hole Inc., Athleta’s dad or mum firm, introduced plans to include inclusive sizing throughout 350 Athleta types and add size-inclusive mannequins and racks to its bodily shops. 

Final yr, Athleta unveiled AthletaWell, a content material hub that promotes wellness and empowerment. Athleta did not share many particulars on how Keys would take part in AthletaWell, however stated the Grammy Award-winning artist would work with the model to, “join meaningfully with girls by neighborhood conversations.”

“Alicia has made a strong dedication to well-being and we’re thrilled to welcome her to Athleta’s neighborhood of empowered girls,” Laughton stated in a press release. “With the latest launch of our digital neighborhood, AthletaWell, we created an area the place girls can join with one another round matters of well-being, well being and function. With a values-driven partnership like this one with Alicia, we’re ideally positioned to proceed to fulfill our buyer’s wants within the well-being house and help her throughout all features of her life.”

In the meantime, as Athleta makes an attempt to draw various physique varieties to shops, the model has additionally sought to broaden its brick-and-mortar attain, however business analysts stay skeptical of the dad or mum firm’s management. Final yr, the retailer opened its personal shops in Canada and started promoting a few of its merchandise in 135 REI shops and on the REI web site. Earlier this month, Morgan Stanley analysts downgraded Hole Inc. due to its lackluster Q3 efficiency, saying it was an indication that its new administration group could also be much less able to reaching its 2023 targets.