Target on Monday announced three new private label brands — Auden, Stars Above and Colsie — offering bras, panties and sleepwear priced between $4.99 and $29.99.
Online shoppers can use a "Find Your Fit" tool to find their bra size, according to a company blog post about the new brands, which celebrate size inclusivity. The launch includes a marketing campaign, dubbed "No Body Like You," which features "unretouched women of all body shapes, ages and backgrounds."
Auden offers nearly 200 bras in more than 40 styles and over 200 underwear options in 50 styles, ranging from 32AA to 46G for bras and XS to 4X for underwear. Stars Above offers more than 125 sleepwear styles between XS and 4X. Meanwhile, Colsie sells 30 lounge and sleepwear styles and 20 intimates styles between XS and 3X, targeting teens and young adults.
Another day, another Target private label brand. The mass merchant has rolled out more than 20 owned brands since 2016, including eight just last year. Auden, Stars Above and Colsie fit snugly into Target's apparel playbook, offering trendy looks for a low price. But the category also allows the company to fill a bit of a void left by Victoria's Secret and department stores as consumers hunt for more comfortable experiences and products.
Inclusivity is central to the brands, Target designers said in a promotional video about developing the products. "We kept hearing women talk about how it was their fault that the bra wasn't fitting," Jessica Berc, Target design director, said in the video. "Honestly, girl, it's not you, it's the bra. And so if we can solve that for her and give her a bra that makes her feel like her body is fine and normal and wonderful, that's really what we're after."
Size inclusivity is reaching top of mind for merchants just waking up to the $21 billion women's plus-size market. Within the last year, for example, Target rival Walmart bought up women's plus apparel brand Eloquii. As these new Target brands show, the movement for plus sizes is also shifting away from standalone lines dedicated to larger women and toward expansion of fashion to include a greater size spectrum. Universal Standard is one startup aiming to help brands do just that. The company has worked with J. Crew, Nordstrom and Goop to help launch expanded sizing collections.
As Target sets its sights on driving foot traffic by appealing to women in search of more comfortable and affordable styles, they'll be up against online darlings like ThirdLove, Adore Me and Lively. These digitally native brands similarly market to women on the idea that they deserve better options when it comes to bras and panties. By offering a size finder tool, Target will have advantage online, and its lower prices will be attractive, especially to younger shoppers.