Target Launches 'Size-Inclusive' Swimsuit Collection

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Target Launches 'Size-Inclusive' Swimsuit Collection

By Cyndi Loza - 02/25/2019

Target is shining a spotlight on its new private label line of "size-inclusive" swimwear. 

Kona Sol bikinis, tankinis and one-piece swimsuits rolled out to Target's 1,830-plus stores and last month, ranging in price from $17.99-$39.99. Described as being "size-inclusive," the collection is available in sizes XS to XXL, with select styles in 14W to 26W. 

In stores, the Kona Sol collection enjoys secondary merchandising space via racks outfitted with a header communicating the swimwear is “new and only at Target." In-store vignettes, a full-page feature in the retailer's Jan. 13 circular, a Jan. 11 Facebook update, a Jan. 11 Instagram update, a video on Target's YouTube channel (see below), and a display ad and web page tout the SKUs.

The aforementioned blog post also contains a video depicting a Kona Sol photo shoot and models of different shapes and sizes sharing their enthusiasm for the size-inclusive line. Target in recent years has run Photoshop-free swimwear campaigns, boasting images of models in swimsuits and two-piece bikinis that have not been airbrushed or reshaped, a reversal from 2014 when the retailer faced a volley of ire for a photo that aggressively whittled down a bikini model’s inner thighs and arms. The retailer later apologized and removed the photograph for its site. Other retailers and brands also are embracing inclusivity in terms of fashion and beyond.

Kona Sol is the latest in a wave of private labels that Target has launched since 2016. For a full list of private labels and to learn more about the Target owned brand strategy, visit its retailer profile on

NOTE: For more images of Kona Sol's launch at Target, visit Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.

About the Author

Cyndi Loza

Cyndi Loza

Cyndi Loza is an associate editor of content for the Path to Purchase Institute. She has been a member of P2PI's editorial team for more than five years, covering retailers including Target, 7-Eleven, The Home Depot and Dollar General. Read More