As of recent years in the fashion industry, millennials and Gen-Zers have been sporting more casual wardrobes. Athleisure, a trend combining athletic and casual clothing, has taken the industry by storm. Brands like ALO, Skims, and Lululemon have increasingly popped up among the most popular names in fashion. The younger generation has quickly caught onto this trend, with Gen-Alpha becoming consumers of these brands, as well.
The question, however, is what triggered the change in style and what enabled many to become such high supporters of the ahtleisure market?
Lululemon has long been a trailblazer for premium, aspirational technical athletic wear. Their signature Align Leggings have been the gold standard for years, adored by millennials for the super-soft fabric and high-performance promise in the gym and yoga studios. Lululemon’s success was founded on community-building: sponsoring in-store yoga classes and presenting itself as a lifestyle, rather than just a store or a clothing brand. The company paved the way for other athleisure brands, such as ALO and Skims, to come onto the market.
ALO Yoga was originally established in 2007, but has expanded its market, going after a younger demographic with a more fashion-forward and high-end atheistic. The Los Angeles-based brand employs an aggressive social media-first approach paired with celebrity endorsements, from the likes of Kendall Jenner and Hailey Bieber to craft an aspirational “Pilates Princess” aesthetic. It effortlessly closes the gap between street and studio wear, providing fashionable items that are as suitable for a yoga class as for a coffee date. This approach to partnering with influencers and celebrities have painted a lifestyle that many younger individuals want to replicate.
ALOs e-commerce intelligence and focus on lifestyle, rather than pure performance, have positioned it as a formidable and direct challenge to Lululemon’s popularity. It has since become Lululemon’s direct rival in the athleisure market.
In Sept. 2019, Kim Kardashian launched Skims alongside Emma and Jens Grede. The athleisure clothing brand quickly became highly sought after. The shapewear and loungewear label is especially popular among Gen-Z. Skims’s popularity is in two key contemporary requirements: extreme inclusivity and viral marketing.
Skims frequently hires well-known and highly followed influencers and celebrities in their campaigns. In addition, Kardashian has made moves to partner with various organizations to further the company’s popularity, such as the Olympics.
All three of these companies follow a very clear and direct marketing strategy, which has helped launch the overarching success.
First, all of the companies retail a “lifestyle,” rather than just clothing. Whether it’s Lululemon’s focus on “The Sweat Life,” ALO’s “mindful movement,” or Skims’s dedication to “comfortable confidence,” they offer consumers a sense of community and an alignment with an aesthetic of self-improvement.
Second, all of the companies leverage the cultural capital of A-list celebrities and micro-influencers. When a style icon is seen wearing a brand, it instantly imparts a sense of luxury and a cultural “cool” that many consumers aspire to be. Social media users are influenced to purchase the same outfits, because many of the influencers and celebrities promote a lifestyle and a way of living that many want to emulate.
The third way that these brands are successful in gaining customers is through creating the mentality of an “investment piece.” Despite the companies all having high premium price points, these items are considered investment pieces: versatile enough for work, workouts, and weekends. Younger shoppers are increasingly willing to pay more for quality, ethical sourcing, and clothing that simplifies a life where they are constantly active.
In the end, it’s clear that ALO, Lululemon, and Skims didn’t just sell great high quality clothing; they managed to sell a comfortable, flattering, and highly-photogenic lifestyle that’s highly attractive to youth, solidifying their positions as the new youth wardrobe essentials.
