Who Owns Athleta?

Athleta is part of Gap Inc, a group that in 2022 generated over $15 billion in revenue and which comprises brands like Gap, Old Navy, Banana Republic, and Athleta; it is primarily owned by the Fisher family, heirs of Donald George Fisher, who co-founded The Gap Inc. with his wife Doris F. Fisher, back in 1969. Donald George Fisher’s heirs: John owns 17.23% of the company, followed by William with 15.94% and Robert with 15.47%. Institutional investors comprise Dodge & Cox with 10.4% ownership and BlackRock with 6.4%.

Aspect	Description	Analysis	Examples
Products and Services	Athleta primarily offers a wide range of women’s activewear and athleisure products. Its product lineup includes athletic clothing, sportswear, swimwear, and accessories designed for various fitness activities and everyday wear. Athleta’s products are known for their performance, style, and comfort, catering to active women.	Athleta’s core products consist of women’s activewear and athleisure items, including athletic clothing, sportswear, swimwear, and accessories. The brand emphasizes the performance, style, and comfort of its products, making them suitable for both fitness activities and daily wear. Athleta targets active women seeking versatile and fashionable activewear.	Women’s activewear and athleisure products, including athletic clothing, sportswear, swimwear, and accessories, emphasis on performance, style, and comfort, suitability for fitness activities and daily wear, targeting active women seeking versatile and fashionable activewear.
Revenue Streams	Athleta generates revenue primarily through the sale of its activewear and athleisure products. The brand offers a mix of pricing tiers to cater to various budget ranges, from affordable essentials to premium performance pieces. Additionally, sales through its website and physical retail stores contribute to revenue. Collaborations, exclusive collections, and seasonal launches can also boost sales.	The primary source of revenue for Athleta is the sale of its activewear and athleisure products, with a range of pricing tiers to appeal to diverse budgets. Sales occur through the brand’s website and physical retail stores. Collaborations, exclusive collections, and seasonal launches create additional sales opportunities. Athleta’s approach to pricing and product variety enhances its market reach.	Revenue from the sale of activewear and athleisure products, diverse pricing tiers to cater to various budgets, sales through website and physical stores, additional income from collaborations, exclusive collections, and seasonal launches, enhanced market reach through pricing and product variety.
Customer Segments	Athleta targets a customer segment consisting of active women who prioritize both fitness and fashion. These individuals seek high-quality activewear that combines performance, style, and comfort. Athleta’s products appeal to a wide range of age groups, from young adults to mature women, catering to diverse fitness levels and lifestyles.	Customer segments for Athleta encompass active women who value the fusion of fitness and fashion in their activewear. They prioritize high-quality products with performance, style, and comfort. Athleta aims to attract a broad range of age groups, from young adults to mature women, accommodating different fitness levels and lifestyles. This approach ensures a diverse customer base.	Active women valuing the fusion of fitness and fashion in activewear, prioritizing high-quality products with performance, style, and comfort, diverse age groups from young adults to mature women, accommodating various fitness levels and lifestyles, diverse customer base.
Distribution Channels	Athleta distributes its products through a combination of physical retail stores and its official website. The brand’s retail stores are strategically located in key markets, allowing customers to experience the products in person and receive assistance from knowledgeable staff. The website offers online shopping, product information, and e-commerce capabilities.	Distribution channels for Athleta include physical retail stores strategically placed in key markets, providing in-person experiences and assistance from knowledgeable staff. The brand’s official website serves as a platform for online shopping, product information, and e-commerce. Athleta combines both offline and online channels to engage customers effectively.	Distribution through physical retail stores in key markets, in-person experiences and assistance from knowledgeable staff, official website for online shopping, product information, and e-commerce capabilities, effective engagement through a combination of offline and online channels.
Key Partnerships	Athleta collaborates with various partners to enhance its product offerings and reach. These partnerships can involve collaborations with fitness influencers and athletes for exclusive collections or endorsements. Additionally, collaborations with sustainability-focused organizations or eco-friendly brands may contribute to the brand’s sustainability efforts. Athleta also collaborates with Gap Inc. for cross-promotions and branding synergy.	Collaborations with fitness influencers and athletes create exclusive collections and endorsements, attracting a wider audience. Partnerships with sustainability-focused organizations and eco-friendly brands contribute to Athleta’s sustainability initiatives, appealing to eco-conscious consumers. Collaborations with Gap Inc. enhance cross-promotions and branding synergy within the Gap family of brands. These partnerships support Athleta’s growth and mission.	Collaborations with fitness influencers and athletes for exclusive collections and endorsements, partnerships with sustainability-focused organizations and eco-friendly brands for sustainability initiatives, collaborations with Gap Inc. for cross-promotions and branding synergy, support for growth and mission through partnerships.
Key Resources	Athleta’s key resources include its product design and development capabilities, manufacturing and supply chain infrastructure, physical retail stores, official website and e-commerce platform, marketing and advertising campaigns, collaborations and partnerships, and the backing of Gap Inc. These resources enable Athleta to design, produce, and market its activewear effectively.	Key resources for Athleta encompass product design and development capabilities, manufacturing and supply chain infrastructure, physical retail store presence, official website and e-commerce platform, marketing and advertising capabilities, collaborations and partnerships, and the support and resources provided by Gap Inc. These resources collectively empower Athleta to create, produce, and market its activewear and athleisure products efficiently.	Product design and development capabilities, manufacturing and supply chain infrastructure, physical retail store presence, official website and e-commerce platform, marketing and advertising capabilities, collaborations and partnerships, support and resources from Gap Inc., efficient creation, production, and marketing of activewear and athleisure products.
Cost Structure	Athleta incurs costs related to product design and development, manufacturing and production, marketing and advertising campaigns, personnel salaries, retail store operations, and collaborations and partnerships. Manufacturing and production expenses can vary based on materials and location. Marketing and advertising are vital for brand visibility. Retail store costs include rent, staffing, and maintenance. Collaborations and partnerships may involve licensing or revenue-sharing agreements.	Costs related to Athleta’s operations include expenses for product design and development, manufacturing and production, marketing and advertising campaigns, personnel salaries, retail store operations, and collaborations and partnerships. Manufacturing and production costs can fluctuate depending on materials and production locations. Marketing and advertising expenses are essential for maintaining brand visibility. Retail store costs encompass rent, staffing, and maintenance. Collaborations and partnerships may entail licensing or revenue-sharing agreements, affecting the cost structure. Athleta manages its costs for profitability.	Costs related to product design and development, manufacturing and production, marketing and advertising campaigns, personnel salaries, retail store operations, collaborations and partnerships, fluctuating manufacturing and production expenses based on materials and location, essential marketing and advertising costs for brand visibility, retail store costs including rent, staffing, and maintenance, cost management for profitability.
Competitive Advantage	Athleta’s competitive advantage stems from its focus on designing activewear that seamlessly combines performance, style, and comfort, catering to the preferences of active women. The brand’s presence in physical retail stores provides an advantage in offering personalized in-store experiences. Collaborations with influencers, athletes, and sustainability-focused organizations add unique value. The backing of Gap Inc. strengthens its position within the fashion industry.	Athleta’s competitive advantage is founded on its ability to create activewear that harmonizes performance, style, and comfort, aligning with the desires of active women. The brand’s physical retail store presence enhances its ability to offer personalized in-store experiences, fostering customer loyalty. Collaborations with fitness influencers, athletes, and sustainability-focused organizations contribute unique value to the brand. The support and resources provided by Gap Inc. bolster Athleta’s standing in the fashion industry.	Harmonious blend of performance, style, and comfort in activewear, personalized in-store experiences due to physical retail store presence, customer loyalty through in-store engagement, added value from collaborations with fitness influencers, athletes, and sustainability-focused organizations, strengthened position in the fashion industry through the support of Gap Inc., competitive advantage.

Key Highlights

Athleta and Gap Inc.:
- Athleta is a brand under the umbrella of Gap Inc., a retail conglomerate that includes several other well-known brands.
- In 2022, Gap Inc. generated over $15 billion in revenue from its various brands, making it a significant player in the retail industry.
- Gap Inc.’s brand portfolio includes Gap, Old Navy, Banana Republic, and Athleta, catering to various segments of the market.
Ownership and Gap Inc.’s Founders:
- Gap Inc. was co-founded in 1969 by Donald George Fisher and his wife Doris F. Fisher.
- The company remains largely in the hands of the Fisher family, who are the primary owners and heirs of the founders.
- The Fisher family members own substantial shares of Gap Inc., with the largest stakes held by Donald George Fisher’s heirs.
Fisher Family Ownership Shares:
- Among the Fisher family members, John holds the largest ownership stake in Gap Inc. at 17.23%.
- William and Robert, also heirs of Donald George Fisher, hold ownership stakes of 15.94% and 15.47% respectively.
Institutional Investors:
- Apart from the Fisher family, institutional investors also hold significant ownership in Gap Inc.
- Dodge & Cox is one such institutional investor with a 10.4% ownership stake in the company.
- BlackRock, another major institutional investor, holds a 6.4% ownership stake in Gap Inc.

Related Visual Resources

GAP Inc. Revenue

Slow Fashion

Slow fashion is a movement in contraposition with fast fashion. Where in fast fashion, it’s all about speed from design to manufacturing and distribution, in slow fashion, quality and sustainability of the supply chain are the key elements.

Patagonia Business Model

Patagonia is an American clothing retailer founded by climbing enthusiast Yvon Chouinard in 1973 who saw initial success by selling reusable climbing pitons and Scottish rugby shirts. Over time Patagonia also became a fashionable brand also for its focus on slow fashion. Indeed, the company sells high-priced clothing items built to last which it will repair for free.

Patagonia Organizational Structure

Patagonia has a particular organizational structure, where its founder, Chouinard, disposed of the company’s ownership in the hands of two non-profits. The Patagonia Purpose Trust, holding 100% of the voting stocks, is in charge of defining the company’s strategic direction. And the Holdfast Collective, a non-profit, holds 100% of non-voting stocks, aiming to re-invest the brand’s dividends into environmental causes.

Fast Fashion

Fash fashion has been a phenomenon that became popular in the late 1990s and early 2000s, as players like Zara and H&M took over the fashion industry by leveraging on shorter and shorter design-manufacturing-distribution cycles. Reducing these cycles from months to a few weeks. With just-in-time logistics and flagship stores in iconic places in the largest cities in the world, these brands offered cheap, fashionable clothes and a wide variety of designs.

Inditex Empire

With over €27 billion in sales in 2021, the Spanish Fast Fashion Empire, Inditex, which comprises eight sister brands, has grown thanks to a strategy of expanding its flagship stores in exclusive locations around the globe. Its largest brand, Zara, contributed over 70% of the group’s revenue. The country that contributed the most to the fast fashion Empire sales was Spain, with over 15% of its revenues.

LVMH Business Model

LVMH is a global luxury empire with over €79 billion ($83 billion) in revenues for 2022, spanning several industries: wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry, and selective retailing. It comprises brands like Louis Vuitton, Christian Dior Couture, Fendi, Loro Piana, and many others.

Kering Business Model

Kering Group follows a multi-brand business model strategy. The central holding helps the brands and Houses part of its portfolio leverage economies of scale while creating synergies. At the same time, those brands are run independently. Kering is today a global luxury brand that made over €20 billion in revenue based on this multi-brand strategy. Within Kering Group are brands like Gucci, Bottega Veneta, Saint Laurent, and many more—the primary operating segments based on luxury and lifestyle.

Kering Brands

Kering is a luxury goods multinational founded in France by François Pinault in 1963. The company, which initially specialized in timber trading, grew via acquisitions and was listed on the Paris Stock Exchange in 1988. Two years later, Kering merged with a French conglomerate interested in furniture, department stores, and bookstores.

Ultra Fast Fashion

The Ultra Fashion business model is an evolution of fast fashion with a strong online twist. Indeed, where the fast-fashion retailer invests massively in logistics and warehousing, its costs are still skewed toward operating physical retail stores. While the ultra-fast fashion retailer mainly moves its operations online, thus focusing its cost centers on logistics, warehousing, and a mobile-based digital presence.

ASOS Business Model

ASOS is a British online fashion retailer founded in 2000 by Nick Robertson, Andrew Regan, Quentin Griffiths, and Deborah Thorpe. As an online fashion retailer, ASOS makes money by purchasing clothes from wholesalers and then selling them for a profit. This includes the sale of private label or own-brand products. ASOS further expanded on the fast fashion business model to create an ultra-fast fashion model driven by short sales cycles and online mobile e-commerce as the main drivers.

Real-Time Retail

Real-time retail involves the instantaneous collection, analysis, and distribution of data to give consumers an integrated and personalized shopping experience. This represents a strong new trend, as a further evolution of fast fashion first (who turned the design into manufacturing in a few weeks), ultra-fast fashion later (which further shortened the cycle of design-manufacturing). Real-time retail turns fashion trends into clothes collections in a few days or a maximum of one week.

SHEIN Business Model

SHEIN is an international B2C fast fashion eCommerce platform founded in 2008 by Chris Xu. The company improved the ultra-fast fashion model by leveraging real-time retail, quickly turning fashion trends in clothes collections through its strong digital presence and successful branding campaigns.

Zara Business Model

Zara is a brand part of the retail empire Inditex. Zara is the leading brand in what has been defined as “fast fashion.” With almost €20 billion in sales in 2021 (comprising Zara Home) and an integrated retail format with quick sales cycles. Zara follows an integrated retail format where customers are free to move from physical to digital experience.

Wish Business Model

Wish is a mobile-first e-commerce platform in which users’ experience is based on discovery and customized product feed. Wish makes money from merchants’ fees and advertising on the platform, and logistic services. The mobile platform also leverages an asset-light business model based on a positive cash conversion cycle where users pay in advance as they order goods, and merchants are paid in weeks.

Poshmark Business Model

Poshmark is a social commerce mobile platform that combines social media capabilities with its e-commerce platform to enable transactions. It makes money with a simple model, where for each sale, Poshmark takes a 20% fee on the final price for sales of $15 and over and a flat rate of $2.95 for sales below that. Its gamification elements and the tools offered to sellers are critical to the company’s growth as a mobile-first platform.

Other business resources: