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Athleta Moves Further into Resale, Off-Price

Gap's Athleta brand is expanding its reach with new resale and off-price initiatives.

Gap, Inc.’s Athleta brand has teamed up with ThredUP and Shop Premium Outlets to pilot a new resale program and expand further into the off-price sector, respectively. Both initiatives are designed to help Athleta reach new customers and boost loyalty as it continues to expand its growing stake in the activewear and intimates segments.

Resale with ThredUP

Athleta’s first-ever resale platform — Always Athleta — is being powered by ThredUP’s Resale-as-a-Service (RaaS) solution, which is already being used by sister brands Gap and Banana Republic. The program will be piloted with a randomly selected group of customers, who can now shop the new Preloved section on the Athleta website for gently used products at up to 90% off the original retail price. The pilot will serve as “a test-and-learn opportunity” to help Athleta better understand customer purchasing behavior and attract new customers to the brand.

Athleta has already been running a Clean Out program with ThredUP for the past two years, resulting in the resale of more than 1 million secondhand items on the ThredUP marketplace since February 2020. Now, through the RaaS pilot, customers will be able to receive Athleta shopping credit when they turn in gently used apparel, shoes and accessories from any brand and those products sell on ThredUP.

“As a certified B Corporation, Athleta believes in using business as a force of good,” said Kim Waldmann, Chief Digital Officer at Athleta in a statement. “The launch of our first-ever resale pilot marks a major milestone toward our vision for a more sustainable future. We’re thrilled to partner with ThredUP on this innovative platform that invites consumers to make a positive environmental impact without compromising on performance or style.”

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Off-Price Online with Simon and Rue Gilt Groupe

Following the launch of its new outlet store format this year, Athleta is teaming up with Shop Premium Outlets — a joint venture between Simon and Rue Gilt Groupe — to bring its outlet shopping experience online. Starting in early October, customers can shop a curated assortment of Athleta product via the brand’s dedicated storefront on ShopPremiumOutlets.com.

“Expanding our customer base is critical to our long-term growth, and we’re always looking for new avenues to introduce women to our brand and products,” added Waldmann. “Investing in new digital collaborations with companies like Shop Premium Outlets serves as a customer acquisition and loyalty driver, introducing her to our versatile performance and performance lifestyle product as we continue to track toward Athleta’s goal of opening 30 to 40 new stores this year.”

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