<\/p>\n
\n\tOld Navy is doubling down on athleisure. <\/p>\n
\n\tWWD has learned that Old Navy will later this year launch a new format focused on athleisure, capitalizing on a growing category where it already does huge volume.<\/p>\n
\n\t \u201cThis will be a new subbrand,\u201d said one source who chose to rename anonymous. \u201cThey\u2019re calling it Old Navy Sport.\u201d<\/p>\n
\n\tThe source suggested that leggings, sweats, sport bras and T-shirts could be part of the assortment, but it\u2019s unclear whether much in the way of performance wear will be included. The source also said that Old Navy is considering a free-standing athleisure format. However, Old Navy declined to comment on any aspect of the strategy.<\/p>\n
\n\t\u201cWe don\u2019t comment on rumor or speculation,\u201d said a spokesperson for parent company Gap Inc. <\/p>\n
\n\tThe retailer also operates Gap brand and Banana Republic as well as Athleta, which sells activewear and athleisure, but at a higher price point than Old Navy and with a different customer base. Gap Inc. has been working to turnaround negative sales trends at Athleta, while Old Navy has been a steady performer.<\/p>\n
\n\tThe move is an attempt to elevate and rebrand Old Navy\u2019s athleisure wear. Gap Inc. has said that Old Navy is the nation\u2019s fifth largest retail of athleisure, but does not break out volume on the category. Other retailers that generate large volumes in athleisure include Walmart, Target, Lululemon, Nike, Under Armour, Adidas and Puma. Alo Yoga and Vuori are two fast-growing premium athleisure labels.<\/p>\n
\n\tLast year, Old Navy, seeking to grab a greater share of the hotly contested activewear market, launched StudioSmooth, a collection rooted in a new fabrication that was under development for three years.
The StudioSmooth fabric is a blend of 82 percent nylon and 18 percent spandex, providing what\u00a0Old Navy executives described as \u201ca buttery-soft feel with light compression.\u201d They maintained that StudioSmooth is comparable to more expensive leggings in the category, yet offered at a fraction of the price.<\/p>\n
\n\tOld Navy also sells PowerSoft Sculpt which offers compression in \u201ca peachy-smooth,\u201d sweat-wicking fabric, with a contoured waistband that holds you in for extra support.\u00a0The leggings have been strong sellers.<\/p>\n
\n\tAs Horacio Barbeito, president and chief executive officer of Old Navy, told WWD previously, \u201cOur customers want more from us in activewear, and we\u2019re committed to delivering in new and innovative ways.\u201d <\/p>\n
\n\tBarbeito said Old Navy has a strategy \u201cto give more room to categories that have been growing faster than the average. Active is an example.\u201d<\/p>\n
Old Navy\u2019s net sales in 2025 rose 3 percent to $8.7 billion; comparable sales were up 3 percent. The brand\u2019s price value equation is resonating with consumers as Old Navy continues to win with strategic categories and across a wide range of income levels.<\/p>\n
\t\t\t\t\tCharo, also known as the \u201ccuchi-cuchi girl,\u201d in last year\u2019s Old Navy activewear campaign.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy image<\/p>\n
#Navy #Developing #Athleisure #Format<\/p>\n","protected":false},"excerpt":{"rendered":"
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