Australian department store Target has launched a new activewear range that covers low to medium-impact workouts such as yoga and Pilates - a slight shift from its core high-impact range.
The new Active Studio Soft collection covers 37 SKUs, and includes t-shirts, flare pants, tights, crop tops and bras, with prices range from around $20 to $30.
Target Australia GM of merchandise Carrie Kirkman said the new range comes as activewear surges in popularity among consumers in Australia.
“We are proud of how the fashion at Target has been evolving, and we’re excited and encouraged to see the great reactions from our customers,” Kirkman said.
“Target has been investing in incredible Australian design talent, and we believe that offering our customers great, on-trend, quality products at affordable prices is our magic formula.”
According to IBISWorld, the activewear market in Australia has thrived over the last five years despite fierce competition in the market.
“This performance can be credited to the contemporary shift in consumer preferences, which has seen a growing interest in donning activewear as streetwear,” IBISWorld reported.
“Trends in discretionary income, consumer sentiment, sport participation and demand from online shopping and department stores have influenced revenue volatility. The surge in online shopping brought about by the pandemic was highly beneficial for retailers with ecommerce platforms.
“Although sport participation rates have waned over the past five years, activities like walking and jogging have increased, reinforcing demand for athleisure wear.”
According to IBISWorld, the market grew by 4.7 per cent over the last five years to $4.1 billion in 2024-2025. This trend includes an anticipated dip of 1.1 per cent in 2024-25, as the cost-of-living crisis prompts consumers to cut back on spending on clothing.
Target’s new Active Studio Soft collection is available in sizes 8 to 18, with size 6 available from November 2024.
Tights are available in both 7/8 and 3/4 length in a range of colours, as well as full and crop length available in black.
“Target Active Studio Soft includes must-have everyday essential pieces designed to feel like a second skin,” Kirkman said. “With the right amount of support and stretch for low to medium impact workouts but also comfortable enough for being out and about, it ticks all the boxes for all-day comfort and wear.
“It can also be paired with an existing Target spring summer wardrobe for an elevated studio to street look. It really is that versatile.”