Behind-the-Scenes of Target\’s New All in Motion


January 24th Target introduced its newest private brand All in Motion. After only a few weeks the activewear and sporting goods have made a significant splash in-store with appearances in categories as including men’s, women’s, boys\’, and girls\’ activewear as well as yoga and workout equipment.

All in Motion delivers on Target\’s expected style and affordability while overdelivering on fit and feel. This is no surprise as both were high priorities for Target private brand team members from Minneapolis to Hong Kong who worked over a year to deliver the new brand. 

Target’s official blog A Bullseye View presents a look inside the process and the in-house design and sourcing teams that created All in Motion. Read on for highlights from eight Target team members in their own words.

We know Target guests were priority number one when our teams started working on All in Motion, but we’re curious: How was that different for this brand? And how did it play out in our research? 


“The guest was at the center and the heart of the brand from the very beginning. I am proud that we talked to over 15,000 people across the United States—in every single state. We also did 45 workout classes alongside our guests. The main thing we learned about was their fitness journey. That everyone\’s at a different point in their life, and that changes throughout time.” —Janelle Purcell, Director of Production Design, based in Minneapolis


“One interesting thing we did: We actually visited guests\’ homes and they shared what was in their closets with us. They pulled out their favorite and least favorite pieces, and we asked questions like, Why do they have both of those items in their closet? What did that favorite item do for them? We learned so much along that route, and we wanted to incorporate that into All in Motion.” —Wayne Laberda, Senior Product Designer, based in Minneapolis

Okay, so we’ve heard Target team members say every item engineered went back to the guest. What type of work went into the developing the fit of All in Motion products, like leggings for example?


“We had an opportunity to better meet guests’ needs—and a clear need in the industry—by designing a legging that is a perfect fit for curvier figures. Guests shared that their leggings would often slide down in the back and it discouraged them from working out—an awful feeling. So we developed a style that is designed to hug curves in all the right places, so they feel great in it and go to the gym feeling confident.” —Anna Eldridge, Senior Technical Designer, based in Minneapolis

“The material we use is technically very similar to other premium activewear brands and quite soft. We’ve been happy to see positive guest feedback on, with many guests saying they’re impressed by the soft feel, the right amount of stretch.” —Seaward Ho, Senior Raw Materials Manager, based in Hong Kong

Speaking of materials, what can the team share about sustainability here? How did it guide your work and how important was it?

“For our team, the most excitement came from the sustainability initiatives. We are so proud to have had a chance to bring it to life in our work. The majority of All in Motion activewear is made with sustainably sourced materials. There’s a lot more to unlock here and we’ll continue to explore opportunities to evolve and grow our sustainable offerings.” —Seaward

The team effort is huge—across borders and time zones, with tight timelines … there was a lot riding on what you needed to deliver.  Anything else you want to share about how the Target teams worked together?  

“Wherever we are—whether we’re at Minneapolis headquarters or in our sourcing locations around the world, if we all work together to put our guests front and center, we can help to bring them that Target joy.” —Jeff Nguyen, Senior Product Safety and Quality Assurance Manager, based in Vietnam

“All in Motion is a great example of how together we can achieve our goals. The greatest reward has been seeing our guests buying and falling in love with All in Motion.” —Tariful Islam, Senior Merchandiser, based in Bangladesh

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.