Chris Blakeslee on brand strategy
From Athleta CEO Chris Blakeslee: Our heritage has been innovating fabrics for women, by women · · CNBC Television
“We're definitely a premium brand. We use all premium fabrications, probably in the range of the 80th percentile in the category. It's important to be appealing to a broad range of consumers.”
On , Chris Blakeslee, President & Chief Executive Officer of Athleta at GAP INC, spoke about brand strategy during Athleta CEO Chris Blakeslee: Our heritage has been innovating fabrics for women, by women on CNBC Television.
About Chris Blakeslee
Chris Blakeslee, President and CEO of Athleta, appeared on CNBC's *Squawk Box* on September 17, 2024, to discuss the company's "Power of She" campaign and its brand positioning. Blakeslee stated that Athleta's heritage is "innovating fabrics for women by women" for 26 years and described the brand as "the only premium brand that only makes product for women," including girls down to age six. He noted that the company uses premium fabrications in the "80th percentile" of the category and aims to appeal to a broad range of consumers. Blakeslee, who marked one year with Athleta, said being part of Gap Inc. has provided access to suppliers and resources that would not be available to a smaller organization. He added that the company is "in the middle of executing a reinvigoration playbook across all four brands on purpose, relevance, product, and experiences."