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ALO YOGA: SHAPING THE ATHLEISURE INDUSTRY
COVER ART: JULIANNA LUKACS
Whether you’re running on the treadmill or running errands, doing the downward dog or doing daily tasks, meditating or making dinner, Alo Yoga’s designs are the perfect fit for any occasion. Alo is a key player in the over $100 billion “Athleisure” industry, which refers to the highly trending hybrid of athletic wear and streetwear that transcends the typical fashion barriers between going out and working out. Through sleek, flattering designs and a killer marketing strategy, Alo Yoga has become an industry trailblazer all while maintaining mindfulness and capturing the spirit of yoga.
The Los Angeles-based brand was founded in 2007 by Danny Harris and Marco DeGeorge with the idea that “mindful movement leads to better living.” Their mission is to physically replicate the idea of taking yoga practices outside the studio and implementing them into daily life by creating clothing that accomplishes the same motive. These mirroring concepts encapsulate the transformative nature of yoga and push customers to elevate themselves in daily practices through fashion. Alo has expanded beyond apparel, now running ten brick and mortar stores across the country, a thriving e-commerce platform, books, a YouTube channel, and displays in various high-end department stores, such as Bloomingdales, Neiman Marcus and Nordstrom. Each store is complete with an in-house yoga studio and wellness bar which further exudes the ideas of mindfulness, community, and the multifaceted nature of yoga. This practice also attracts customers by giving them a one-stop shop for all wellness needs, and encourages them to buy products and put them to use in their studios.
When designing pieces, Alo Yoga takes comfort, confidence and contemporary style into consideration. They are 100% sweatshop-free and are completely transparent about their process of creating high-tech garments that fit and feel great. Alo Yoga sports five signature styles with specialized fabrics—Airlift, Airbrush, Alosoft, Seamless and Vapor—all of which have a unique mission, from sculpting to lifting and contouring.
From the outset, Alo Yoga’s marketing approach took an untraditional route, using content created by instructors and industry professionals rather than the common practice of celebrity endorsements. This model promotes an air of authenticity that the brand prides itself on. Alo Yoga also utilizes brand partnerships to grow its following—creating hashtags, conducting contests to promote products and collaborating with like-minded companies, like SoulCycle and Frankies Bikinis. In working with skincare, swimsuit and hair care companies, Alo Yoga has expanded its reach both in wellness and fashion. The entire athleisure industry is experiencing major growth with a projected CAGR of 8.6% in the next seven years, and Alo is at the forefront of this trend through its connection with style and sustainability.
Alo Yoga has been instrumental in shaping the athleisure industry through its fusion of mindfulness, style and forward-thinking ideas. As I currently sport my favorite pair of classic high-waist airlift leggings, I can’t help but think about the fact that Alo Yoga’s success stems from much more than their clothes. They grew by executing a marketing strategy that is in sync with their core value of wellness, thereby making a positive impact on the fitness world and their audience while boosting their brand.