Athleta's Return to Growth Followed Successful TikTok Strategy -- Market Talk

Dow Jones11-23

1308 ET - Athleta returned to growth in the third quarter, reaching an inflection point for the brand, Gap CEO Richard Dickson says on a call with analysts. The company has implemented a new marketing methodology and media mix model, which is driving compelling social narratives and attracting new higher value customers for the brand, Dickson says. The momentum Athleta has had growing new followers on TikTok is noteworthy, Dickson says, noting that the brand becoming one of the platform's fastest-growing sportswear retailers. Gap still has work to do to increase traffic across Athleta's store footprint, though, but its brand communication is beginning to resonate with customers in a more meaningful way, the executive adds. (sabela.ojea@wsj.com; @sabelaojeaguix)

(END) Dow Jones Newswires

November 22, 2024 13:08 ET (18:08 GMT)

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