Alo Yoga says it's the 'Tesla' of athleisure, and it's loosening Lululemon's grip on Gen Z
Alo's growth was boosted by influencers and its digital roots
Alo Yoga started in Los Angeles in 2007. It took off in popularity early in the pandemic with help from celebrity influencers like Hailey Bieber and Bella Haddad, who were seen"It's a prestige brand," Lipsman told Insider."There's something about the aesthetic and the affinity that people who wear the brand have for it that is very attractive, and it brings others into the community through a gravitational pull.
Having a digital media component that dates back to its earliest days has worked to Alo's advantage, Lipsman said. He compared it to Peloton, whose success came largely from people using its fitness app rather than just buying a bike. "The digital media experience is a big part of building that community and loyalty because people can engage with the brand every day," he said.Budrul Chukrut/SOPA Images/LightRocket/Getty Images
"We think of ourselves as more of a digital brand than we do a clothing brand or a brick and mortar retailer,"Co-founder and CEO Danny Harris
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