Athleta’s Chief Product Officer, Jana Henning, outlines how the brand achieved $1 billion in sales in 2020 by intensely focusing on customer feedback and brand values. The episode reveals Athleta’s agile strategy in product development, including rapid expansion into new categories and inclusive sizing, alongside ambitious plans for retail expansion and significant sales growth. This is a case study for ecommerce operators on how to blend purpose-driven branding with responsive product and retail strategies for substantial growth.
Key takeaways
Athleta's 2020 success, including $1 billion in sales, stemmed from a deep commitment to listening to both internal teams and customer feedback, directly informing product and sizing strategies.
Rapidly diversified product offerings into categories like sleepwear and masks, and significantly expanded inclusive sizing (1X-3X in 70% of styles by Jan 2021), demonstrating agility in response to customer needs.
Athleta's strong brand values and B Corp status, centered on empowering women and girls and inclusivity by design, resonated with consumers and contributed to business growth.
The company plans aggressive retail expansion with 20-30 new stores and projects $2 billion in annual sales by 2023, emphasizing a strategic vision for "the store of the future" that integrates physical and online experiences.
Aligning brand purpose with customer needs, embracing inclusivity, and maintaining strategic agility are critical for achieving significant business success, even in challenging market conditions.
Athleta chief product officer Jana Henning described 2020 as both “a blockbuster year” and “a rollercoaster.” The company managed to do $1 billion in sales, even with amid pandemic-driven obstacles.
“I credit our success last year to listening to our teams and listening to our customer,” Henning said on the latest episode of the Glossy Podcast. “We really put them at the center of everything we do, and that's been good for business.”
Responding to that feedback meant quickly entering new product categories, including sleepwear and masks, and offering more sizes. As of January 2021, Athleta offers sizes 1X-3X in 70% of its styles. The company also leaned into styles that were selling, resulting in a record year for leggings.
Henning, who’s been with Gap Inc. since 2010, said Athleta was well positioned going into the pandemic due, in part, to its brand values.
“They really resonate with our customers and what's happening in the zeitgeist right now,” she said. “Athleta is a B Corp, we are committed to empowering women and girls to really reach their limitless potential, and we are committed to inclusivity by design -- really thinking about how we can invite as many different women and girls into the brand as possible.”
This year, the company plans to open 20-30 stores, and it’s projecting $2 billion in annual sales by 2023.
What does this episode say about retail & omnichannel?
Athleta's 2020 success, including $1 billion in sales, stemmed from a deep commitment to listening to both internal teams and customer feedback, directly informing product and sizing strategies.
What does this episode say about brand & content?
Rapidly diversified product offerings into categories like sleepwear and masks, and significantly expanded inclusive sizing (1X-3X in 70% of styles by Jan 2021), demonstrating agility in response to customer needs.
What does this episode say about product & merchandising?
Athleta's strong brand values and B Corp status, centered on empowering women and girls and inclusivity by design, resonated with consumers and contributed to business growth.
What does this episode say about founder & leadership?
The company plans aggressive retail expansion with 20-30 new stores and projects $2 billion in annual sales by 2023, emphasizing a strategic vision for "the store of the future" that integrates physical and online experiences.
What does this episode say about retail & omnichannel?
Aligning brand purpose with customer needs, embracing inclusivity, and maintaining strategic agility are critical for achieving significant business success, even in challenging market conditions.
