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Dillard's launches activewear brand

Kristopher Fraser | Monday, January 27 2020

Arkansas-based department store Dillard's has launched an in-house activewear brand called Antonio Melani Active. The new collection includes tops, tanks, tees, leggings, jackets, sports bras, and shorts at a price point of 38 dollars to 118 dollars.

“Our goal is to dress our customer for all aspects of her life," said Alexandra Dillard Lucie, Dillard's vice president of merchandising, in a statement. "We haven’t offered something this customer can feel comfortable and chic in running around town. Antonio Melani Active is more upscale. It gives her that athleisure approach. Every element of these garments has really been thought through with a lot of purpose and intent.”

As department stores struggle to capture consumer market share, Dillard's move to create their own in-house athleisure brand is a smart one. Athleisure went from being a trend to being a staple of the retail market, and is showing no signs of slowing down anytime soon. According to a report by NPD group, the global athleisure market is expected to reach 350 billion dollars this year.

photo: via Dillards.com

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