This collaborative project was completed for a University of Minnesota Product Development course that included a team of five retail merchandising students and two apparel designers. The group presented and pitched the line at Target Corporate Headquarters, winning the 'Best in Show' award from the votes of Target employees.
Vibrant Life is a yoga-inspired activewear line that bridges the gap between high performance athletic apparel and fashion-forward streetwear. Market research findings indicated that yoga is the fastest growing sport in participation, increasing by 28.1% from 2009-2010 (Mintel). Despite its fast growth, yoga apparel is still an underserved, underrepresented market, providing an enormous opportunity for Target stores.
Research also indicated that yoga is considered to be a luxury form of exercise, because it involves centering the mind, body, and spirit. For a Target guest's busy life, taking time for herself is a luxury experience, and the Vibrant Life message encourages her to do exactly that. Vibrant Life incorporates activewear inspired by India, the birthplace of yoga, and 2013 RTW trends that give the garments a greater fashion appeal. The line includes 5 activewear garments and 3 layering garments that can be worn before or after the guest goes to yoga or even in her casual wardrobe.