M&Co launches Training Zone athleisure line and Make a Change campaign

By

Sandra Halliday

Published
Jan 17, 2017

It seems to be the month for activewear launches and hot on the heels of House of Fraser and Jack Wills, omnichannel fashion retailer M&Co has this week launched into the category, with a range called Training Zone, targeting both genders at the lower end of the price scale.

The Scotland-based company said it offers more than fitness clothes and, like many current launches, is a lifestyle range that “caters to day to day life, in and outside of the gym”. But instead of just targeting the young women’s fitness boom, it’s designed to encourage a wider range of customers to incorporate physical activity into every part of their lives.

And it is targeting both men and women, unlike a spate of recent launch that have focused on the women’s athleisure market only.

The Training Zone women's collection features colour block T-shirts, slogan tops, leggings and panelled jackets in a colour palette of pinks, greys and blacks. The men's range features a palette of blues and blacks, with a hint of lime green in long-sleeved and short-sleeved tops, shorts, jogging bottoms, T-shirts, soft-shell jackets and a wind-proof mac.

It comes in sizes 8 to 18 for women and small to extra large for men, with clothing prices starting from £14 and rising to £45.

The launch is being backed with a year-long Make a Change campaign encouraging consumers to lead a healthy lifestyle. A spokesperson told Fashion Network that the concept behind this is that leading a healthy lifestyle doesn't have to be a big change and that small changes can make a big difference.

Using in-store activity and social media, the retailer will be encouraging any level of physical activity, which could mean housework, walking the dog or gardening as much as going to the gym. And it has linked with charity Cancer Research UK for the Make a Change challenge designed to boost customers’ physical activity levels throughout the year.