Like all billion-dollar markets, Athleisure is crowded and competitive. Alo Yoga and Outdoor Voices stand out for their superior quality and high-style products, but experts concur it’s the culture each one espouses via online marketing that propels these companies to the levels of success attained. Let’s look at Alo first:
The only in-depth article I found online was via PIXLEE , they cite Alo’s marketing success is related to four tenants:
-Distinctive Branding (Alo embraces the trend of “studio-to-street” clothing and sells products like distressed and moto leggings; their digital branding phrases align with product names—so the consistent use of #goddess or #beagoddess across Alo’s platforms is consistent with the product name “high waist goddess legging”).
-Relationship With Other Businesses and Social Influencers (Alo partners with a highly curated list of brands, influencers and yogis; they have a shoppable IG Feed on their website that features content collected or re-grammed from social influencers and micro-influencers---expanding visibility and bolstering product credibility).
-They Use Real Customer Photos (user-generated content is a central part of Alo Yoga’s digital marketing strategy, it shares this content across social media channels and features a clear call-to-action asking customers to share Alo products).
-Clear Evergreen Hashtags (Alo Yoga always uses its branded hashtags when sharing on social media, building brand awareness and recognition; Alo users therefore know how to tag the brand properly on their own posts).
This all sounds smart, but here’s the rub: the only in-depth article assessing Alo Yoga’s marketing is provided by a vendor (PIXLEE). If you dig a little on the article’s claims, you may find some of them flimsy (it is difficult to locate real people on Alo Yoga’s social media platforms, I found only beautiful Yogi’s with strong followings on the prominent Alo Yoga accounts—I’ll keep looking!!). You will also find articles about an interesting lawsuit: https://mediakix.com/blog/alo-yoga-sues-influencer-dana-falsetti/.
-Bop around Alo Yoga’s social media accounts and see what you think..I didn’t include links purposely so you can see take the journey.
NEXT WEEK: OUTDOOR VOICES: MARKETING STRATEGIES, CULTURE