Target Wants to Make Buying Bras Easier with 3 New Size-Inclusive Lines

Real sizes for real women: Target gets it.

By Erica Loop February 27, 2019

What do real women want? Size-inclusive apparel at Target! And that’s why the big red bullseye retailer is unveiling three new brands for women.

Before creating the new brands—Auden, Stars Above and Colsie—Target’s in-house design experts got personal with their customers by talking to women of all ages, shapes and sizes. Not only did Target’s pros use this info to build the new brands, but they also used the knowledge to revamp in-store and online experiences.

In-store changes include new displays that are inclusive of all shapes and styles. Online shoppers will get bonus help finding sizes that work for them. According to Target, 80 percent of women wear the wrong size bra. To remedy this situation, Target created its exclusive Find Your Fit tool. The easy-to-use tool helps women of all shapes to accurately identify their true bra size.

Target senior vice president, general merchandise manager, apparel and accessories for home, Jill Sando, said, of the new brands and store changes, “Within intimates and sleepwear, we know our guests want to look and feel their very best, and we see potential for Target to offer both current and new guests so much more.” Sando added, “From new brands and experiences, to a campaign that celebrates that women come in all different shapes and sizes, we want to create the ultimate destination for our guests—one that’s inviting and inspiring and allows all women to feel comfortable and confident.”

What can you expect from Target’s three new brands? Auden offers customers 200 bras in more than 40 styles, with a bra size range from 32AA to 46G and underwear from XS to 4X. All Auden pieces are under $22.