Peloton Has Announced the Launch of 'Peloton Apparel'
Niko Pajkovic — September 11, 2021 — Business
References: peloton & retaildive
Popular at-home fitness brand Peloton has announced the launch of 'Peloton Apparel', a private label activewear brand that aims to enhance the lifestyles of Peloton members by providing them access to high-quality clothing designed specifically to complement the brand's fitness equipment and classes.
According to a recent press release, 'Peloton Apparel' will feature signature styles that repeat seasonally, but in new designs and color combinations. The brand's first-ever Fall 2021 collection includes a range of men's, women's, and unisex offerings, which will be made available via the company's online store, as well as select Peloton showrooms.
With the release of 'Peloton Apparel,' the company is diving headfirst into a highly competitive category dominated by major brands such as Nike and Lululemon. What sets it apart, however, is that the new clothing line is tied to their larger connected fitness product, providing the brand with an easily reachable customer base.
Image Credit: Peloton
According to a recent press release, 'Peloton Apparel' will feature signature styles that repeat seasonally, but in new designs and color combinations. The brand's first-ever Fall 2021 collection includes a range of men's, women's, and unisex offerings, which will be made available via the company's online store, as well as select Peloton showrooms.
With the release of 'Peloton Apparel,' the company is diving headfirst into a highly competitive category dominated by major brands such as Nike and Lululemon. What sets it apart, however, is that the new clothing line is tied to their larger connected fitness product, providing the brand with an easily reachable customer base.
Image Credit: Peloton
Trend Themes
1. Body-inclusive Activewear Line - A trend of fitness brands launching their own body-inclusive activewear line to cater to their loyal customers' fashion choices and workout preferences.
2. Private Label Activewear - A trend of fitness brands creating their own private label activewear line to increase brand loyalty and revenue streams.
3. Fitness Equipment-linked Fashion Lines - A trend of fitness equipment manufacturers extending their product line into the fashion industry, providing an additional revenue stream.
Industry Implications
1. Fitness Equipment Manufacturing - There is an opportunity for fitness equipment manufacturers to extend their top-performing products to new industries such as fashion to increase their market share and revenue streams.
2. Fashion Retail - Fashion retailers can explore collaborations with fitness equipment companies to design functional clothing that appeals to fitness enthusiasts, tying the product line back to the equipment's high-quality and top-performing characteristics.
3. Athletic Footwear Industry - Athletic footwear companies can partner with fitness equipment brands to offer exclusive footwear designs that complement the equipment's look and feel, driving brand awareness, and loyalty among fitness enthusiasts.
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