Athleta Adds Extended Sizing to 350 Styles in Its 200 Stores and Online
January 21 2021 - 12:47PM
Business Wire
Breadth of product, inclusive shopping
experience and brand DNA position Athleta as industry leader
Athleta (NYSE: GPS) announced today the expansion of extended
sizing (“1X-3X” or sizes 18-26) to 350 styles across its
collection. For Spring 2021, 70% of the Athleta collection will be
available in sizes 1X-3X.
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Athleta’s extended sizing expansion brings to life its mission
of inclusivity and reinforces its commitment to empower women to
lead an active lifestyle with confidence. The breadth and depth of
product offering, reimagined omnichannel shopping experience and
addition of size-inclusive mannequins across all 200 stores
demonstrates the brand’s commitment to inclusivity and cements its
industry leadership.
Athleta designers and technical experts spent the last two years
working with thousands of women to re-engineer and expand the
brand’s extended sizing offering. Beginning today, more than 350
styles within Athleta’s assortment of beautiful, technical and
sustainable pieces from across activewear and performance lifestyle
categories, are available in sizes 1X-3X in-store and online. By
March, the number of styles available in extended sizing will
exceed 500, and new styles will be added each season. In its
continued commitment to size-inclusivity, Athleta will offer
extended sizes across all categories by the end of 2022.
“Empowering women and girls is core to our Athleta DNA. This
brand promise comes to life across our expansive product offering
and inclusive shopping experience,” said Mary Beth Laughton,
president and CEO of Athleta. “We see this extended sizing offering
as a key pillar of our growth goals, allowing us to invite even
more customers into our community.”
As a customer-led brand, Athleta listened to feedback from women
to fully understand their needs and solve their pain points. This
informed a more inclusive, seamless omnichannel experience.
Extended sizing will be merchandised the same as any other size:
for each piece, the rack with size XXS - XL will also display sizes
1X - 3X, in each of the 200 Athleta stores nationwide. All Athleta
locations will feature size-inclusive mannequins for more accurate
representation of styles and fittings. Online, Athleta created a
digital shopping experience that's both easy to navigate and
inclusive, highlighting a variety of body types across the site.
Additionally, all Athleta store employees will be bodySTRONG®
certified through participation in mandatory inclusive sizing
training. In this training, associates learn the principles of
body-positive-appropriate language and tools for assessing comfort
level to better serve customers.
A portfolio that offers sizes XXS-3X is now a foundational
element of Athleta. This outlook is Athleta’s manifestation of the
Gap Inc. promise to be Inclusive by Design across its portfolio of
brands, which includes Athleta, Old Navy, Gap and Banana Republic.
Athleta’s best-in-class design team collaborated with active women
of all body types to test and retest each piece, ensuring that the
same design intent and fit holds across all sizes. Customers can
shop across the assortment and choose pieces that make them feel
most confident.
“We don’t make assumptions for personal preference when it comes
to fit, color, pattern or trend,” said Jolene Danielson, director
of technical design at Athleta. “Each piece is tailored and
designed to look and perform the same, regardless of a woman’s
size, to provide her with choice based on style, first.”
This spring, Athleta will launch a new, holistic brand campaign
entitled “All, Powerful,” an anthemic, multiplatform celebration of
the beauty and power in all women. The brand will release an
evocative manifesto alongside striking “All, Powerful” campaign
visuals, including a takeover of the iconic billboard atop the
flagship Gap store in New York’s Times Square, featuring women
styled in Athleta’s extended size range.
Athleta also has partnered with active, influential voices from
within the extended sizing community to form a collective of
consultants for the brand. They are wear-testing, hosting virtual
community events and sharing feedback from their experiences on
their Instagram Feeds and Stories. The multi-faceted group taking
part in this collective are entrepreneurs, advocates, authors,
fashion advisors and more.
More information on Athleta’s Extended Sizing can be found at:
www.athleta.com/1x3x.
About Athleta:
A certified B Corporation, Athleta creates versatile premium
performance apparel designed by women athletes to inspire a
community of active, confident women and girls to reach their
limitless potential. Founded in 1998, Athleta integrates
performance and technical features across its collection to carry a
woman through her life in motion – from yoga and training to
commute and travel. In 2016 the company launched Athleta Girl
mirroring its signature performance in styles for the next
generation. Based in San Francisco, CA and a Gap Inc. brand (NYSE:
GPS), Athleta apparel is available at its about 200 retail stores
across the country, through its catalog, and at Athleta.com.
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Annie Lee Press@gap.com
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