Target Adds Three New 'Size-Inclusive' Lines

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Target Adds Three New 'Size-Inclusive' Lines

By Cyndi Loza - 03/07/2019

On the heels of launching a "size-inclusive" swimwear collection, Target introduced three private label lines of bras, panties and sleepwear designed for women of all shapes and sizes. 

Rolled out to Target's 1,830-plus stores and target.com this month, the new brands encompass:

  • Auden: A collection of bras and underwear available in 40 and 50 styles, respectively. Priced under $22, the line ranges in sizes from 32AA to 46G for bras and XS to 4X for underwear. 
  • Stars Above: A line of women's lounge and sleepwear. Boasting more than 125 styles, the line ranges from XS to 4X in size and $7.99 to $29.99 in price. 
  • Colsie: Available in sizes XS to 3X, the line comprises some 30 styles of lounge and sleepwear apparel and 20 intimates styles. The collection is priced from $4.99 to $23.99. 

In stores, vignettes merchandise Stars Above and Colsie SKUs while standees and racks stock Auden bras and underwear. Online, support for the brands includes Feb. 25 Facebook, Twitter and Instagram updates, promotional pages for each brand and a target.com home page display ad. Auden also gets the spotlight online through a March 6 video on the retailer’s YouTube channel (see below) and in stores via wooden cabinets that help stock the SKUs. The cabinets are similar to those found within stores such as L Brands' Victoria's Secret.

“Within intimates and sleepwear, we know our guests want to look and feel their very best, and we see potential for Target to offer both current and new guests so much more,” said Jill Sando, senior vice president, general merchandise manager, apparel and accessories and home, in a Feb. 25 "A Bullseye View" blog post. “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.”

In line with its approach to this and past years' swimwear campaigns, Target is using unretouched images of women — varying in body shapes, ages and backgrounds — throughout its "No Body Like You" marketing campaign for the brands. "Woven throughout stores and digital, guests will find images of models that look just like them, celebrating body positivity and inclusivity," the retailer stated in the blog post. 

Beyond inclusivity, Target has been aggressively launching new private labels in recent years. Since 2016, Target has launched more than 20 private label and exclusive brands including home essentials and personal care private label Smartly in October. For more on the mass merchant's private label strategy, visit Target's P2PI.org.

NOTE: For more images of the Auden, Stars Above and Colsie launch at Target, visit p2pi.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.

About the Author

Cyndi Loza

Cyndi Loza

Cyndi Loza is an associate editor of content for the Path to Purchase Institute. She has been a member of P2PI's editorial team for more than five years, covering retailers including Target, 7-Eleven, The Home Depot and Dollar General. Read More