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Another Yoga Brand Expands Into Girls’ Clothing

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Lululemon isn’t the only purveyor of high-priced workout wear for kids.

Athleta, the sporty women’s apparel brand owned by Gap Inc., announced Tuesday that it’s launching a new girls’ clothing collection online and in select stores across the U.S. starting at the end of this month.

Athleta Girl, designed for ages 6 to 14, will offer shorts, capris and tops for a range of sports, including running, soccer, dance, gymnastics and basketball, as well as an “active lifestyle” category with products that can transition throughout the day.

“Sporty is how girls are dressing today. Just like their moms, sisters, aunts and friends, they are living more active lives,” Nancy Green, president of Athleta, said. “We see Athleta Girl as an opportunity to offer her clothes that are comfortable, stylish, high-quality, built to move and will perform for her.”

The company said the offering will be comparable to what’s offered in the women’s stores, but styles designed specifically for a younger customer will be available, too.

“Similar to our women’s line, we wanted to create pieces that are rooted in performance, but are versatile enough to be worn at any time in a girl’s day,” Green continued. “Her style is already all about sport, even if she’s not playing a sport.”

No official word yet on what the price point will be, but Athleta’s capri pants for women range from $69 to $79, compared to $60 at Gap and $27 at Old Navy. Girls’ cropped performance pants at Gap are $30 and less than $20 at Old Navy, so Athleta Girl capris could be priced around the $35 mark.

That price tag would put the new line in prime position to compete with Ivivva, the girls’ brand introduced in 2014 by Lululemon, which offers cropped pants for $48-$62. Even its cheapest tank top is $28, while shorts start at $32.

“Athleta Girl is perfectly aligned with our brand mission and values,” Elisabeth Charles, senior vice president of marketing at Athleta, said. “Our mission is to ignite a community of active, healthy, confident women and girls who empower each other to realize their limitless potential. Our new girls’ clothing line allows us to encourage healthy, active lifestyles and instill a strong sense of confidence with the next generation of girls.”

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