The collection’s Parisian influence is fitting, as Alo is focused on its European expansion. Attendees included models Candice Swanepoel and Barbara Palvin, and singer Saweetie put on a performance. All were dressed by Alo Yoga in Alo Atelier. Some pieces created for the collection won’t be for sale, but they were gifted to celebrities and influencers attending the launch event. In addition to the event, the brand is marketing the collection through an OOH campaign and social media. The building was designed by Louvre pyramid architect I.M.Pei, which also played into the event’s inspiration. For Alo Atelier’s launch, the brand hosted an evening, Parisian-inspired soirée. We have music studios, cryotherapy and a cold plunge.”īut the HQ had yet to host an event at night until Thursday. “Our headquarters is now the place to be in L.A., and the gym is iconic. “The Alo logo has become such a symbol of this health and wellness lifestyle,” said Nacewicz. Much like Lululemon, Alo has become an aspirational athleisure-focused brand, and it hosts a community of wellness fans at its headquarters in Beverly Hills. The Alo Atelier line will become an annual fixture, with one collection per year released ahead of the holidays. Alo Atelier is the next stage in shifting perceptions around the brand by presenting a more expansive Alo. In 2020, it also debuted supplements and skin care products. In May, it launched footwear, and in March, it expanded on men’s activewear. We find that customers are already mixing their designer and luxury pieces with Alo, they’re interested in a more expanded range than what we are typically known for.”Īlo Yoga has been working toward becoming a complete lifestyle brand over the last few years. “The luxe collection does amazing in stores, where people can touch and feel the product. “We have a very loyal customer and we definitely find this line hitting harder with our repeat customers,” she said. She added that the brand’s customers in Aspen, Beverly Hills and Soho have big basket sizes and are not price-sensitive. While Nacewicz declined to provide sales figures for the line, she said that most of the 2022 “Aspen” collection sold out within three weeks. As we’re at a higher price point within the athleisure market, we wanted to see how far we could go if there weren’t any cost restrictions to push the brand to create the highest quality product.” “Our design team designs more like a fashion house, but at a very fast pace. The price range for the brand’s core line, which includes sweatsuits, sports bras and leggings, sells for $50-$200. “The design team was inspired by their trip to Paris, and with the holidays coming up, they created a collection that was more decadent than what you typically see from us,” said Summer Nacewicz, evp of creative and brand marketing at Alo.
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