Athleta’s newest salvo in opposition to Lululemon and Nike: Girls’s wellness platform
An worker rings up a buyer’s purchases on the Athleta retailer in New York.
Ron Antonelli | Bloomberg | Getty Photos
Hole’s Athleta introduced Wednesday it’s launching AthletaWell, a digital platform that may provide exercise content material and supervised areas for girls to talk about matters starting from psychological well being to physique positivity.
The service, which shall be a advantage of its loyalty program, permits Athleta to faucet the ability of the endorsement offers it has made with marquee names like Olympic athletes Simone Biles and Allyson Felix, whereas constructing a deeper relationship with its clients. Each ladies will seem on AthletaWell in some unspecified time in the future, the corporate stated.
AthletaWell’s debut comes because the athleisure market is seeing explosive progress. With customers more and more embracing consolation, the class swelled to account for 33% of attire gross sales final yr, in keeping with Maria Rugolo, an analyst at market researcher NPD Group. In 2019, activewear gross sales made up 27% of complete attire gross sales, NPD stated.
The expansion has drawn new gamers, making it extra aggressive than ever. Along with behemoths like Nike, Adidas and Underneath Armour, smaller labels similar to Vuori, Outside Voices, Alo Yoga and Nobull have joined the fray. Different big-box chains do not wish to miss the motion, both. From Kohl’s to Dick’s Sporting Items to Goal, activewear is a precedence.
For Athleta, the hope is that AthletaWell will enable the retailer to carry its grip on present clients whereas additionally attractive extra to hitch its loyalty program.
Hole laid out a plan final week to make it simpler for customers to rack up factors throughout its 4 manufacturers, which embody Previous Navy, Banana Republic and its namesake Hole. The retailer’s bank card holders will routinely be added to this system, whereas others can enroll freed from cost.
Over 50% of Athleta’s gross sales at present come from loyalty members, the corporate stated, and a loyalty member spends two-times extra money, on common, than a daily buyer. Loyalty applications additionally present retailers with necessary insights into clients’ habits, which may also help information future product improvement.
“That is actually about deepening our engagement with present clients, and we all know there’s worth in constructing model loyalty,” Chief Digital Officer Kim Waldmann stated in an interview at Athleta’s flagship location in New York Metropolis. “And constant clients drive phrase of mouth. … We expect we will herald a wider neighborhood of individuals into the model.”
AthletaWell has been years within the making, and has been in restricted beta testing with chosen customers for a few month, in keeping with Waldmann.
Athleta shall be working with Obe Health to supply exercise content material every week. The corporate just lately participated in Obe’s $15 million Sequence A funding spherical. Each companies shall be collaborating on a long-term foundation to design attire strains and plan occasions for loyalty members, Waldmann stated.
Tapping endorsement offers
One other perk of AthletaWell is the possibility to speak to prime feminine influencers, together with educated therapists, yoga practitioners and nutritionists, who will lead conversations round ladies’s well being and health by way of a digital message board. Customers may also be capable to attend influencers’ digital workplace hours to hunt one-on-one recommendation.
AthletaWell will turn into a advantage of Athleta’s rewards program. It presents exercise content material and areas to talk with different ladies on matters starting from psychological well being to physique positivity.
Supply: Athleta PR
“It is a digital expertise that helps ladies navigate the complexities of modern-day womanhood,” Waldmann stated. “They need to have the ability to ask trustworthy questions which might be possibly even slightly taboo at occasions.”
The corporate is planning to host in-person meet-ups to permit members to collect and work out collectively. At its flagship in New York’s Flatiron neighborhood, Athleta has a health studio on its decrease stage the place it already has a number of occasions deliberate.
White Athleta has been fueling progress at Hole, it wants to seek out methods to proceed the momentum. It just lately launched in Canada, rival Lululemon’s house turf. It additionally has its endorsement offers with gymnast Biles and monitor star Felix. Waldmann stated each ladies will seem on AthletaWell sooner or later, however did not reveal additional particulars.
Athleta’s clients could relate to the challenges each have needed to face. In a stunning improvement, Biles dropped out of the ladies’s group ultimate in Tokyo on Tuesday, saying she needed to give attention to psychological well being. Athleta issued a press release of assist: “Being the perfect additionally means figuring out tips on how to handle your self.”
And with Felix, a working mom, Athleta has emphasised its assist for mothers who additionally find time for health and sports activities. Felix and Athleta just lately launched a grant program that has dedicated $200,000 to assist fund child-care prices for moms who’re additionally athletes, after they should journey to competitions.
Athleta is concentrating on $2 billion in annual internet gross sales by 2023. The model surpassed the $1 billion mark final yr, with its gross sales up 16% from 2019 ranges. Hole’s complete gross sales for 2020 amounted to $13.8 billion.
A few of the retailer’s rivals, meantime, have already tried to interact their clients with some type of health providing. Final yr, Lululemon acquired the at-home health platform Mirror for $500 million. And Nike has a spread of exercise apps, together with one for operating, that provide lessons taught by Nike athletes who’re at all times sporting the model’s newest kinds.
Athleta thinks the neighborhood element will set AthletaWell aside.
“Girls at present do not have a secure house to ask sure questions or interact in sure matters, for worry of stigma or embarrassment or not eager to look totally different than everyone else,” Waldmann stated. “We had been listening to this time and again from our clients.”
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