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One Year In, Target’s Activewear Line Is a Billion Dollar Brand

Target All in Motion
Target All in Motion. Courtesy. (Arthur Belebeau)

All in Motion, which launched right before the start of the global pandemic, scaled up dramatically over the past 12 months as consumers traded in their work trousers and 100-percent cotton denim for sweatpants and yoga leggings, according to the discount retailer. In recent years, Target has doubled down on its cheap-chic brand positioning, developing in-house brands that distinguish it from competitors including Amazon and Walmart, which tend to lead with convenience and price before style.

Like many other retailers, Target’s online revenue increased dramatically in 2020, with third-quarter digital comparable sales up 155 percent from a year earlier.

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