How Athleta is Bucking the Apparel Downturn and Powering Its Growth
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Most apparel brands are struggling. Even those in the athleisure space are having a tough time as competition heats up and the trend cools down. But Athleta, the women’s workout label founded in 1998 and purchased by Gap Inc. a decade later, is gearing up for growth.
Last month, Gap announced plans to close 200 of its namesake and Banana Republic stores, and instead open 270 Old Navy and Athleta locations. Ad Age spoke with Andra Mallard, a former journalist who joined the San Francisco-based Athleta earlier this year after a stint at Omada Health, about how the chain plans to parlay its popularity into further sales.
Athleta’s sales are up and the company is opening storespretty much the opposite of everyone else. What role does advertising play in the brand’s success?
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