Let’s learn the secret to the success of Alo Yoga, the sports fashion brand that has captivated It girls in the fashion world.

Jisoo promotes the all-black outfit of the Alo Yoga brand. Photo: Instagram @sooyaa___

The American sports fashion brand, Alo Yoga, is starting to become familiar with fashion lovers around the world, after continuously appearing in the frames of BLACKPINK’s eldest sister Jisoo.

Since last year, Jisoo has been caught using Alo Yoga products, joining the ranks of It girls conquered by this brand. Then, with posts calling out the @aloyoga account, it can be guessed that Jisoo has signed an advertising contract with the brand. The brand must have decided when it saw the good business effects from the Korean female idol’s posts.

Fans quickly hunted for the designs used by the female idol, hoping to easily “pair” with BLACKPINK’s eldest sister. Compared to other brands that Jisoo is an ambassador for such as Dior and Cartier, Alo Yoga products are many times more affordable, so it is easy for them to dress like their idols.

The time Alo Yoga cooperated with Jisoo and promoted posts on social networks coincided with the period of revealing news that the company was looking for investment. Photo: Instagram @sooyaa___

Just as interest in Alo Yoga soars, the brand was discovered to be planning to call for a new investment, which could help the brand reach a valuation of up to $10 billion.

The Alo Yoga brand was established in 2007, owned by Color Image Apparel company headquartered in Los Angeles, California, USA. This startup is backed by the Advent International fund. Recently, this investment fund is said to be discussing with other private investment funds, according to Reuters. The brand’s founders, Danny Harris and Marco DeGeorge, reportedly want to value Alo Yoga at up to $10 billion.

In response to information from Reuters, the brand representative refused to answer media interviews before this information.

The secret to success of Alo Yoga

Although it is called Alo Yoga, the brand offers many types of clothing, from functional sports to streetwear fashion. Photo: Instagram @sooyaa___

Alo Yoga is a rapidly rising star in the sports fashion market, with remarkable growth when compared to other veteran brands such as Nike, Adidas, or Lululemon. From 2021 to 2022 alone, this brand’s managing company has recorded a doubling of sales and exceeded the threshold of 1 billion USD in annual revenue. This information was revealed by CEO Danny Harris himself in an interview with the Wall Street Journal economic magazine in May 2023.

The secret to Alo Yoga’s success comes from understanding the spirit of young people – the brand’s main customer group.

Alo Yoga catches the barbiecore trend with products that easily change styles, depending on the outfit. Photo: Instagram @alo

Instead of just producing pure sports fashion, Alo Yoga creates athleisure products that are trendy enough to be worn on the street, even formal enough to wear to the office, but have enough functionality for meetings. practice. Thanks to that, customers feel “buy-1-get-2” when shopping for designs from the brand.

Alo Yoga’s clothing has the brand “alo” written in tiny letters. Photo: Instagram @sooyaa___

Because it creates designs that are comfortable, easy to coordinate and still fashionable, Alo Yoga has attracted big stars like Taylor Swift, Katie Holmes, Hailey Bieber, and sisters Kylie and Kendall Jenner. On the brand’s clothing there is always a small logo, “Alo” – short for Air, Land and Ocean – enough to identify but not too ostentatious.

Looking at this logo, fans can easily know which brand the idol is wearing when glancing at their paparazzi photos, and also rush to buy the same products as the idol.

This young customer group is also someone who likes to post images on social networks, thereby indirectly advertising the brand and helping Alo Yoga save on communication costs.

Thai actor Punpun Sutatta Udomsilp practices pilates with Alo Yoga. Photo: Instagram @Alo

Besides the fashion element, this brand also succeeds by creating accompanying experiences for customers. At the brand’s more than 50 stores, many organize yoga classes for customers. The headquarters in Los Angeles even set up a gym with the extremely trendy logomania style (pictured above). Online shoppers who cannot go to the store can download a free yoga app at home.

Through accompanying services, Alo Yoga has a reason to continuously connect with customers, so that they do not forget themselves, thereby creating a community of long-term loyalty to the brand.

The success of Alo Yoga shows that, even in a difficult economic context, brands that provide products that meet users’ needs, at reasonable prices, and with smart business directions, can still be successful. survive and even thrive.