apparel

Kohl's, Target Flex Fitness Flair

While American women’s fondness for yoga pants may seem endless, both Kohl’s and Target are guessing that their appetite for $100 versions might be stretching thin.

Kohl’s, which launched an extensive fitness-focused “Make Your Move” campaign earlier this year, is rolling out a new partnership with leading yoga brand Gaiam into its stores. The collection includes a variety of hoodies, graphic tops, dresses, skirts, bras, and leggings, all priced below $75.

Its goal, it says, is to take women from just dressing for yoga to actually doing it. The partnership also includes videos from Two Fit Moms, a pair of yoga instructors who make basic poses accessible to people of many fitness levels. In addition to a social media splash (with Two Fit Moms taking over Kohl’s Instagram account) and events, the Menomonee Falls, Wisc.-based retailer also included DVD giveaways with a purchase of two or more apparel items.

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Target is also pushing the boundaries of its workout clothes, taking it out of stores and into the gym. It recently released something called the C9 Challenge, in partnership with Life Time Fitness. The effort teams its C9 by Champion, an apparel brand sold exclusively at Target, with a 39-minute workout, developed by trainer Adam Rosante (also a brand spokesperson), and now taught at Life Time’s 114 clubs. 

Dick’s Sporting Goods also isn't missing the opportunity to get in the value end of women’s athletic clothing, and recently introduced Calia by Carrie Underwood. Designed in partnership with the country music star, the collection includes more feminine styles and fabrics, while promising athletic performance. 

Expect to see more launches aimed at women’s growing fitness-fashion fascination. The NPD Group, a Port Washington, N.Y.-based market research company, says that activewear continues to be one of the few bright spots in the apparel world, with sales of $33.7 billion, or 16% of the total $206.3 billion market. And it’s gaining, up 7%, compared to an increase of just 1% in all apparel.

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