Halara is another cross-border e-commerce fast fashion brand after SHEIN, focusing on the production of cost-effective casual sportswear for women with a sense of design, which is also known as "Lululemon Pinky" among North American consumers. Lululemon is an emerging DTC athleisure clothing brand that focuses on high-quality, cost-effective athleisure clothing that covers all-weather scenarios and is suitable for different types and sizes of women.
In 2023, Gabby Hirata (佘佳音), who was the CEO of Diane von Furstenberg (DVF for short), a famous American designer brand, became the new global president of Halara.
Halara, which means "take it easy" in Greek, was created to make it easier for people to access well-designed, stylish workout clothes and essentials, and features yoga pants, sports bras, and t-shirts in a variety of sharp cuts, styles, and colors.
Priced at around $17-$85, the overall collection is available in sizes XXS to XL, with dozens of color options for each item. While most of the products appear to be basics, the details reflect the brand's consumer insights, such as the use of pockets in the bottoms of athletic skirts, and the availability of separates for easy on/off of athletic skirts.
The logic behind this is very clear: a suitable sports equipment, not only can enhance the efficiency of sports, but also a healthy attitude to life. Despite the large number of sports brands in the market, Halara stands out from the competition by successfully positioning itself as an athleisure brand that is both fashionable and emphasizes the concept of health through its founder, Zhang Xiaopei's deep understanding of technology and the market, combined with the strong promotional power of social media platforms.
With such research, Halara develops products that follow international fashion trends while focusing on functionality and comfort, meeting the needs of Generation Z youth for sportswear. Halara has two product lines, Petitoff Fabric and Cloudful Fabric. Patitoff Fabric targets the pain point of pet owners who always need to use a roller to remove pet hair, which tends to stick to their clothes, while Cloudful Fabric targets the problem of sweaty clothes and lack of breathability when exercising. Cloudful Fabric, on the other hand, is aimed at the pain point of sweating when exercising and the clothes are easily not breathable, skillfully combining technology and fashion.
In addition, from the positioning of athleisure, Halara's products also focus on providing consumers with all-weather casual clothing, which is suitable for different types of women and various life scenarios. Therefore, we can see from all Halara's external vision, on the one hand, Halara focuses on diversity in terms of female image, covering white women, black women and other women with different skin colors, in addition to highlighting the inclusiveness of the body.
In terms of fabrics, there are 10 categories on Halara's website, including Cloudful Fabric, which mainly addresses the problem of airlessness of clothes when consumers are exercising, and Petitoff Fabric, which solves the problems of easy adhesion and hair removal of garments for people who keep pets, etc. Halara develops its products from the point of view of consumers' needs. The external visual materials cover a wide range of scenarios such as work, daily life and sports, and the brand slogan is "From morning to night, Halara is with you". Whether it's in the office, the gym, or during leisure time on weekends, Halara's apparel meets women's needs and showcases their diversity and uniqueness.
We noticed that Halara also launched the 'Play It My Way' campaign on TikTok, a platform that encourages users to show how they wear Halara products in their own way by creating fun challenges, topics and video content. For Halara, "Take It Easy" is about wearing comfortable and stylish athleisure apparel that allows everyone to enjoy life on their own terms.
At the same time, Halara also released the campaign video "I am Bold, I am Beautiful, I am Brilliant, and I Play it My Way with Halara" (I am Bold, I am Beautiful, I am Brilliant, and I Play it My Way with Halara) on platforms other than TikTok.
The campaign features women of all colors and sizes wearing Halara in different scenes of their lives, conveying an attitude of living life on their own terms.
INTERFILIÈRE SHANGHAI 2024 (October 15-16 | Shanghai Exhibition Center) will provide cutting-edge perspectives and resources of the global intimate fashion industry to help companies enhance their brand influence and accelerate business development in China and overseas markets.
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