Athleta, which has been very aggressive in the active swim category, hit a bump in the road this swim season.
The swim category was weak in Q1 at Athleta, which is owned by Gap.
And the problem was not just weather-related. Athleta made some mistakes in fit and coverage, Gap executives said on a conference call Thursday afternoon.
Athleta is currently testing different solutions in several stores to gather information that will inform next year’s swim collection.
Athleta has become a major player in the active swim space, and often uses surf and stand up paddle imagery in its marketing.
Athleta’s active swim competitors include Prana, Carve Designs, and Patagonia.
While some retailers have said the swim category has been soft because of weather, Hollister said they had a record quarter of swim sales this spring.
