Gap is acceleration bottomward on athleisure to addition sales.
On Monday, the retail behemothic launched Hill City, its new men’s accouterment cast that is awash online and at 50 Athleta stores.
The new accumulating appearance a mix of able-bodied and accidental wear, such as shorts, hoodies, and ablaze jackets, which accept an boilerplate amount point of $80. Running pants amount $98; shorts amount amid $58 and $78.
Able-bodied abrasion continues to be a ablaze atom in the accoutrement industry. In 2017, US activewear sales totaled $48 billion and accounted for 22% of absolute accoutrement sales, according to The NPD Group.
Gap’s contest brand, Athleta, has become one of the best acknowledged areas of its business. In its best contempo balance results, administration said that the 2% same-store sales advance at Gap Inc. was abundantly apprenticed by the success of its Old Navy cast and Athleta. Teri List-Stoll, EVP and CFO of Gap Inc., declared these food as “engines of growth.”
Gap is acutely attractive at how it can optimize Athleta’s growth, and menswear seems like a analytic abode to alpha accustomed that the abundance is currently alone targeted against changeable shoppers.
“Active is a key advance breadth for Gap Inc. and Hill City is our acknowledgment to constant acknowledgment from barter attractive for a exceptional men’s artefact that combines awful abstruse fabrications, performance, and style,” Gap Inc. CEO Art Peck said in a account to the columnist in September.
Adding menswear additionally allows Gap to bigger attempt with added industry players who are additionally absorption on this customer.
Lululemon, one of Athleta’s key competitors whose aliment and adulate has continued been women’s yoga pants and conditioning clothing, is able-bodied into its action to abound menswear into a $1 billion business by 2020. In Lululemon’s annual balance alarm in May, COO Stuart Haselden said that 30% of the new barter added in the aboriginal division were men.
Haselden said that they were addled these barter in with accidental wear, specifically, the men’s appointment biking drive line. The ABC (anti-ball-crushing) blow is one of its best accepted items in this category, and it’s paving the way. These $128 adaptable pants are Lululemon’s adaptation of adequate jeans.
“The ABC blow in men’s is apparently one of the best. It’s bright that our guests accept an appetence for this,” Haselden said.
He added: “We’re actuality pulled into these categories against blame our way into them, if you will.”
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