Athleta, a progressive athletics brand owned by Gap Inc., has announced the launch of its all-new "styling formula" called 'The Athleta Look.' The curated styling formula corresponds directly to the brand's recently released eight-piece performance capsule, which features a range of stylish technical pieces.
The new formula consists of an easy-to-implement three-step routine. First, the brand recommends customers start with a performance layer such as the Elation Split Fare and the Elation V-Neck Crop, which are perfect for a morning yoga class. Second, it recommends adding a performance base for all-day comfort, such as the Ascent Seamless Turtleneck. And then, lastly, finishing with an outwear layer, like the Primatwill Blazer.
"After listening to customers, we learned there was a demand for simplified shopping. Thus, we developed this fall capsule that creates more, with less. We created a wardrobe that moves at the speed of her life," said Ebru Ercon, VP of Design for Athleta.
Women's Activewear Styling Formulas
Atheta Debuts New Capsule and Styling Hack, 'The Athleta Look'
Trend Themes
1. Performance Capsule Collections - Brands can create curated collections of technical clothing pieces to make shopping simpler for customers.
2. Styling Formulas - Offering easy-to-implement styling formulas can make it quicker and simpler for customers to put together outfits.
3. Technical Activewear - There is a growing demand for technical activewear clothing that combines style and performance.
Industry Implications
1. Athletic Apparel - Innovative workout gear companies that create performance capsule collections, like Athleta, could disrupt the athletic apparel industry.
2. E-commerce - E-commerce sites that offer personalized styling formulas could disrupt the traditional brick-and-mortar shopping experience and increase online sales.
3. Fashion Technology - Startups that integrate technology into the design and production of technical activewear can disrupt the fashion industry and change the way people think about performance clothing.