Target Corp. is expanding its growing collection of exclusive brands and taking on Victoria’s Secret in the process.
The discounter is launching three lingerie and sleepware brands — Auden (for intimates), Stars Above (lounge and sleepware) and Colsie (lounge, sleepware and intimates for teens) — with each one size inclusive. Prices for all three brands, which will debut in stores and online in March, will range from $4.99 to $29.99.
The new lines comes as Victoria’s Secret finds itself under increased competition from an array of new players, online and in store, that are challenging the market leader’s positioning with more natural-looking and casual styles along with inclusive sizing and messaging. In announcing the new brands, Target said photos of models that celebrate “body positivity and inclusivity” will be woven throughout its stores and online as well. And similar to its swim campaign, the retailer is showcasing unretouched women, of all body shapes, ages and backgrounds, throughout its marketing campaign, “No Body Like You.”
Target said the new brands were created by its team of in-house design experts, with “100% inspiration” provided by shoppers. The retailer said that up to 80% of all women are wearing the wrong size bra — a problem it has set out to solve. To that end, Target will add a “Find Your Fit” online tool to help shoppers identify their correct bra size. In store, styles and sizes will be displayed on walls, in drawers and on tables to make browsing and finding the perfect items as easy as possible.
“From new brands and experiences, to a campaign that celebrates that women come in all different shapes and sizes, we want to create the ultimate destination for our guests — one that’s inviting and inspiring and allows all women to feel comfortable and confident, ” said Jill Sando, senior VP, general merchandise manager, apparel and accessories and home.
The new Auden intimates brand will feature nearly 200 bras in more than 40 styles and more than 200 underwear options in 50 styles, with a size range of 32AA to 46G for bras and XS to 4X for underwear. The Stars Above loungewear and sleepwear line will offer more than 125 styles for women of every age, and a size range of XS to 4X. The Colsie line was designed for teens and young adults and includes nearly 30 lounge and sleepwear styles and 20 intimates styles in sizes XS to 3X.