Shopbop on Friday will introduce “Shopbop Strikes,” an activewear marketing campaign and collection of interactive exercises for patrons whereas increasing the class via a brand new Energetic touchdown web page.
All through 2020 the wellness and activewear categories saw an uptick; Shopbop immediately seen a rise throughout the class via “hearted” (or saved) kinds from clients throughout leggings, exercise units, sweats, and extra. To satisfy buyer curiosity and demand, the worldwide retailer wished to double down on ongoing partnerships and put money into new labels.
“The marketing campaign affords a seamless and galvanizing procuring expertise via three eventualities — Sport, Exercise to Wherever and Yoga & Lounge — all crafted with our active-oriented clients’ life-style in thoughts, and every matched with a considerate curation of manufacturers,” Stephanie Roberson, Shopbop’s basic merchandise supervisor of shopping for, instructed WWD. “The Shopbop Strikes marketing campaign brings our distinct fashion perspective to the class and guides our buyer on learn how to incorporate activewear items of their on a regular basis wardrobe. We partnered with influential figures within the house, together with Megan Roup of The Sculpt Society, Mélodie Vaxelaire and Madison Headrick to convey the marketing campaign to life via inspiring, but relatable imagery.”
Labels featured on the marketing campaign’s faces — Roup, Vaxelaire and Headtrick — embrace Alo Yoga, Sweaty Betty, Good American Energetic, Girlfriend Collective and New Steadiness. Further labels, a mixture of established and rising, increasing throughout the web site embrace Clare V Energetic, Sweaty Betty, Wolford x Adidas, and extra; the retailer may also be completely launching Port de Bras in mid-January. Whereas Shopbop has bought activewear for a while, the touchdown web page will set up the class extra firmly and have kinds ranging in value from roughly $30 to $700.
Alongside the marketing campaign and touchdown web page launch, Shopbop is providing a collection of interactive lessons — starting from pilates and dance exercises with health influencers and studios to well being and wellness lessons — all through the month of January for patrons.