These days, it seems like every street corner and Instagram ad is promoting yoga studios and products.
If you’re keeping up at the very slightest with health and fitness, you might have noticed the steady increase in the number of practitioners and yoga lovers around the world.
This has in turn led to an increasing demand for related products and eventually, a spike in the number of direct-to-consumer (DTC) yoga brands.
However, these brands are in for a shock when they discover that the popularity and demand for all things yoga doesn’t instantly translate to skyrocketing sales.
To thrive, brands in the industry step up their marketing strategy by introducing innovative products and advanced materials, offering seamless accessibility, incorporating storytelling approaches, and building and solidifying their community.
If your revenue is stuck in a downward dog trajectory, this article will help you turn the tables so you can outwit your competitors and shine a light on your awesome products.
In this article, I’ll talk about the specificities of yoga clothing marketing, particularly in the online space. You’ll discover how to leverage events and community to sell your wares and the best ways to make your value proposition known to your prospective customers using different techniques.
So what do you say? Let’s roll out our mats and get started to stretch to your brand’s potential!
In this yoga playbook, we’ve analyzed the top yoga brands to uncover effective marketing tactics you can try today.
Your yoga email marketing should cover the fundamentals such as:
- Offer exclusive early access to new products and sales
- Organize events to encourage community building
- Highlight the benefits and key features of your products
- Empower shoppers through fabric guides and style tips
- Feature inspiring stories of people with the same lifestyle
Offer exclusive early access to new products and sales
There’s something about the words VIP, early access, and exclusive that impacts customer behavior.
People are naturally drawn to things that seem off-limits to the general public. Furthermore, it feels good to be part of an exclusive group.
When used properly in promoting your products such as in email newsletters, this principle works effectively in converting the audience into buyers.
When a product is exclusive, it’s perceived as more attractive and in demand.
It creates a sense of unique value and desirability among your customers, therefore increasing the chance of making sales.
That’s exactly what Alo Yoga shows its customers in this email entitled “VIP EARLY ACCESS 🌵FRESH NEW DROP”.
Here, they announce their newest drop as a VIP exclusive where early access is given. They further encourage the customers to decide quickly with the statement “You’re first, but act fast – xxx will not be in stock for long”
Beyond Yoga takes advantage of an important marketing holiday, Memorial Day, to offer an early access discount.
In this email, they communicate to their VIP list a huge sale with the banner that says “EXCLUSIVELY FOR YOU!” and the clever use of a Call-To-Action (CTA) button that shows the discount code.
Organize events to encourage community building
Being part of a yoga community creates a sense of belongingness, connection, and a shared experience that also helps improve overall well-being.
Offer your customers the opportunity to participate in and enjoy other like-minded people’s company.
Alo Yoga keeps its community engaged and connected by hosting events, both virtually and in real life.
This email creates a warm and welcoming environment as they invite the audience to several live events hosted by different practitioners with the flexibility of schedule and topics.
Consider hosting live yoga classes for your brand (you can use free video conferencing tools like Zoom). Through this, you provide your audience with a platform to connect on a deeper level.
It also allows for real-time interaction with your community members and is a great way for you to get their feedback for improvement.
Additionally, you can invite the same group for the next upcoming events.
Highlight the benefits and key features of your products
Support and comfort are two of the most desired qualities customers seek in yoga wear.
Alo Yoga effectively caters to customers' needs by providing comprehensive technical details about their products.
Early in the subject line, they emphasize the benefits of the item, calling it an all-day staple. The email copy goes on to show the product’s fit, functionality, and feel when worn.
They use description along with images focused on the parts of the activewear being described to provide a detailed understanding of what to expect from the product.
What are the other ways you can showcase the intricate details of your yoga and activewear products?
Here are a few more examples for you.
Empower shoppers through fabric guides and style tips
Whether you’re practicing hot yoga or more strenuous forms of yoga exercise, comfort is still one of the top priorities in choosing what to wear.
On this note, your customers need detailed information about the technicalities of fabrics and how each complements to a specific routine they perform. You need to educate them so they can make informed decisions when buying your products.
Education and transparency can go hand-in-hand when promoting your products. Athleta takes on this approach through an email they call THE FABRIC GUIDE.
They guide the customers to each activewear by a detailed description of how the fabric feels when worn and what type of activities match them perfectly.
Aside from being educational, this is also a transparent approach showing what each product is and is not made for. It equips the customers and brings them closer to a well-informed purchase decision.
Subtly, it allows for a cross-selling of your products as they get to pick all the items from the list based on the activities they do.
Similarly, Alo Yoga shares a style guide that encourages a more fashionable approach to stretching and other hourly activities in a day.
Providing style guides like this helps position your brand as the go-to source of inspiration and expertise.
Feature inspiring stories of people with the same lifestyle
How do you nudge people toward trying yoga for the first time or for those already dabbling in yoga, toward deepening their practice?
Recess takes an intimate approach by regularly featuring success stories of people who have experienced life transformation through yoga.
In this email, they share one customer’s typical day, illustrating how yoga has become an integral part of her daily routine.
This personal narrative highlights that yoga isn’t just an exercise but a holistic lifestyle that enhances overall well-being.
The goal is to resonate deeply with your audience to encourage them to embark on a similar journey and embrace the same lifestyle.
With the above insights, we encourage you to set a stronger foundation for your yoga marketing plan.
May you find calmness and a lifted spirit amidst the tough competition out there!
Frequently Asked Questions
What is yoga?
Yoga is a mind and body discipline that uses physical posture, breathing exercises, and meditation to improve overall health and well-being.
What is the current trend in the yoga industry in terms of product demand?
The industry have witnessed a steady spike in demand for products due to the increasing popularity of yoga.
What marketing strategies are commonly employed by yoga brands?
The brands in the yoga industry are offering innovative products, incorporating storytelling approaches, and leveraging events and community to promote their brand and introduce their value proposition.
