Celebrity Active-wear Wars

Celebrity Active-wear Wars

There’s been an influx of celebrity-backed or co-created active-wear brands that’ve come up in the recent years. And it might look like Beyoncé, Kate Hudson, and now Gwyneth Paltrow are vying for the same market. But they’re really not. They own 3 companies with 3 different target markets. No fights among them. There’s plenty to go around. All’s peaceful here.

But, are they bringing anything new to the game? Each has its own take on activewear and leisure wear. Let’s explore who they’re target market is, and what is their business model.

 

IVY PARK

Beyoncé comes from a place of showing how strong women can be. Untamed. With deconstructed styles, she’s got the Brooklyn, East Coast vibe. It’s sold from places like Nordstrom, to TopShop.

Their motto:

IVY PARK is merging fashion-led design with technical innovation. Creating a new kind of performance wear: modern essentials for both on and off the field.

Strong beyond measure.
IVY PARK

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FABLETICS

Kate Hudson’s coming at it from the point of view of bento box-ing it. You get an affordable athletic outfit per month, subscription-style. Pretty designs that change every month. She caters to all women, with sizes from xxs to xxl. They’re selling their own products, no retailer distribution. Bento box delivery, subscription service style, with cute outfits each month.

Their motto:

At Fabletics, we create clothing that inspires you to stay active, whether that means competing in an iron(wo)man competition, sweating in the studio, or chasing after your kids. Our on-trend designs are high in quality at prices you’ll feel good about. This is where the inspiration starts. Beyond the clothing, we foster a community of people who embrace our mantra – “Live Your Passion” – every day.

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G SPORT

Gwyneth Paltrow’s line talks of fashion without big name brands all over your clothes. Elegance, yes. They are targeting a more upscale market. They’re selling directly through their website, and via theyr goop newsletter.

 

Their motto:

“To me, fitness is a critical part of health and wellness—when a woman feels physically strong, her overall quality of life is enhanced. We designed G. Sport with the goal of providing women with mix-and-match performance pieces that are simultaneously technical, comfortable, and fashion-centric.”  -G.P.

 

G Sport: Amplified by the woman wearing it, not the other way around.

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We’re glad to see female presence in this field, with such varied product offerings, for such varied markets. Having gorgeous options for street, yoga class, or running errands around town matters.

 

Now go get yourself a new workout outfit, and hit that trail! Or the gym, or the yoga studio. I’d avoid the couch. It’s not going to pay you any compliments on your new outfit 😉

 

 

This article originally apeared in the Spring 18 issue of The Business Magazine for Women. To get your copy of it, follow this link. Issue 2.