The page you requested is not available in your language.
OG Image: In the billion dollar athleisure market, here's what Alo Yoga is doing right

In the billion dollar athleisure market, here's what Alo Yoga is doing right

In the past few years, athleisure has been one of the more prevalent trends in the fashion and apparel industry. It's no surprise that with the surge of consumer enthusiasm — and willingness to spend — that it's an extremely competitive space for businesses to be in right now.

Athleisure is a billion dollar market, and everyone wants a piece of a pie — but only a few brands have excelled in the industry. Alo Yoga is one of those few athleisure brands that has managed to stand out from the pack. While its products are incredibly stylish and high-quality, it's been the marketing team that's propelled the company to such levels of success.

There are four things in particular that Alo Yoga's marketing team has been doing that have been extremely beneficial to the brand.

1. Distinctive branding

Alo Yoga has a distinctive brand, and in today's crowded digital world, branding in marketing is everything. The brand sells "studio-to-street" clothes, embracing the multi-purpose role of today's athletic clothing. Alo lives up to its branding through its designs, with products including "distressed" and "moto" leggings that look like skinny jeans and leather pants, respectively.

1

Alo Yoga also consistently use certain key phrases as part of their digital branding, such as the word "goddess." One of its branded hashtags is "#beagoddess," and the brand keeps it consistent with products names such as "high waist goddess legging." The brand feels intentional and complete without hitting you over the head with it. Consistency in digital marketing branding counts for a great deal and Alo Yoga maintains its branding across multiple channels.

2

2. Relationships with other businesses and social influencers

It's not always about what you know, but who you know. That stands true in marketing as well as life. Alo Yoga is a networking powerhouse, partnering with other brands, influencers, and yogis across the world.

Alo Yoga's Shoppable Instagram Feed (disclosure: Powered by Pixlee, now Emplifi) is displayed on its site– and features plenty of content collected or regrammed from social influencers and micro-influencers alike. This content helps to expand the visibility of Alo Yoga's brand and gives its products added credibility in the form of social proof.

3

Yet the brand doesn't stop there. It also builds relationships with other businesses. Alo Yoga recently ran a Staycation Goddess Getaway, which included prizes from other businesses that complement Alo Yoga products. In the process of this campaign, each of these businesses promoted the others while sharing information about the social contest.

4

3. Real customer photos on its site

User-generated content (UGC) is extremely persuasive and Alo Yoga has made it a central part of its digital marketing strategy. Not only does the brand share it across its social channels, homepage, and product pages– but it features a clear call-to-action asking other customers to share their photos of Alo products.

UGC media is earned media,  and placing it in prominent positions on your site lets customers know that other users endorse your brand, brand lifestyle, and products.

5

4. Clear evergreen hashtags

Alo Yoga always uses its branded hashtags when sharing on social media. This helps the brand to build brand awareness and recognition, and when users go to share their own content featuring the brand's products, they never have to doubt about which Alo Yoga hashtag(s) to use to help the brand find their posts.

6

Building a strong following and a community around your brand is essential to surviving in any industry, but it's especially important to define your brand if you're in a crowded market. Alo Yoga is a digital business in a competitive field, and yet it has managed to thrive despite both of these challenges.

The brand has embraced digital brand management and has done so in a way that sets an example that all emerging businesses can replicate.

Editor's Note: This article was originally published on pixlee.com. Any statistics or statements included in this article were current at the time of original publication.

More great insights and news from Emplifi

Top image: 4 ways to use UGC beyond social media

4 ways to use UGC beyond social media

Emplifi Fireside chat — Zarnaz Arlia (Emplifi CMO) and Kelsey Chickering (Guest Speaker - Forrester Principal Analyst)

Fireside chat with Kelsey Chickering (Forrester) on the creator economy: 5 key takeaways

Emplifi - 5 ways to use UGC to boost your bottom line

5 ways to use UGC to boost your bottom line

Forrester: The State Of The Creator Economy

Forrester Report: The State Of The Creator Economy

Top image: How to deploy social proof within your marketing strategy

How to deploy social proof within your marketing strategy

Emplifi Press: Emplifi Reveals Nearly 90% of Consumers Say Customer Ratings and Reviews Have the Biggest Impact on Purchasing Decisions

[Report] Meeting the demands of the modern customer: A deep dive into the importance of social influence

Emplifi 2023 Social Media Predictions release

Emplifi Predicts 2023 To Be The Year of Authenticity with Brands Relying on “Customer Influencers” Across Social Platforms

Emplifi - The pros and cons of virtual influencers

The pros and cons of virtual influencers

Word of mouth marketing

How brands can harness word-of-mouth marketing

Emplifi Blog: The influencer marketing stats you need to know this year

[Infographic] The influencer marketing stats you need to know this year

Emplifi Press: Emplifi Social Benchmarks Analysis Reveals Best posting times on TikTok

Emplifi Reveals How Marketers Can Maximize Reach on TikTok to Engage with the Modern Consumer

Emplifi Customer Experience Statistics 2024

Top 35+ customer experience statistics to know in 2024

Algunos de nuestros premios

MarTech Breakthrough Awards 2023 - Emplifi (Influencer Marketing Innovation Award)
Emplifi -  AI Breakthrough Awards 2023 - Best Text Generative AI Solution
Award - G2: Users Love Us
Award - G2: Leader (Fall 2023)
Award - G2: Easiest to Use (Fall 2023)
Award - G2: Easiest Setup (Fall 2023)
Emplifi - TrustRadius Best of 2023 Badge
Emplifi - TrustRadius Best Value for Price 2023 Badge
CUSTOMER Contact Center Technology Award 2023