No. 1 in women’s swimwear for 10 years, Target is refining its approach to the category

Target has held the No. 1 market share in swim for the past decade, according to the Circana data, even as retailers, specialty brands, DTC labels and fashion-driven resortwear players vie for the swim customer. But this year, Target’s swim push is part of a bigger business initiative: The company is trying to reassert its merchandising authority after a period of uneven performance in discretionary categories.