Quick Gist:
- Direct-to-consumer athleisure brand Halara is branching out from online sales with a pop-up shop in New York City.
- The 3,500-square-foot store, located at 470 Broadway, is the first of several test stores planned for cities across the US and international locations like Europe, Japan, and Korea.
- Halara chose New York for its first pop-up due to the city's significant customer base and US headquarters. The store opened on March 31st and will stay open through Sunday, with potential extensions if customer demand warrants.
- The store aims to gather feedback on physical retail and is incorporating a social media encouragement for customers to share their experiences for special gifts.
- Halara, founded during the pandemic by Microsoft veteran Joyce Zhang, uses machine learning and consumer feedback in its design and production process.
- The brand is famous for its "#ConfidentlyHalara" campaign that garnered over 13.58 million views and impressions on TikTok, focusing on body positivity and personal narrative stories.
Insightful Nuggets:
- Halara will soon open additional pop-up stores in California (specific dates and locations not revealed yet).
- Halara Circle, a loyalty program, offers free products in exchange for customer feedback, aiming to deepen relationships with clients. The program will integrate online feedback collection during the pop-up store events.
- Halara aims to scale its loyalty program internationally and create ambassador roles for active participants.
- The brand operates on a near-zero inventory approach, leveraging machine learning capabilities to minimize waste and offer rapid product iterations based on customer feedback.
- In addition to New York, Halara is eyeing other global markets for its expansion in both physical retail and global market entry, with more pop-ups planned post-California. Sustainability and community-building remain central to Halara's growth strategy.
- The brand's loyal customers, who participate in the Halara Circle program, can provide feedback and potentially earn free products in return.
- To deepen its relationships with clients, Halara plans to integrate online feedback collection during the pop-up store events.
- Halara's loyal program, which is set to scale internationally, also aims to create ambassador roles for active participants.
- With a near-zero inventory approach, Halara minimizes waste and offers rapid product iterations based on customer feedback, leveraging machine learning capabilities.
- As part of its growth strategy, Halara continues to examine other global markets for physical retail expansion and international market entry, with more pop-ups planned post-California, emphasizing sustainability and community-building.
Halara, a direct-to-consumer activewear brand, inaugurates its initial pop-up retail location.
Halara, the direct-to-consumer fashion brand founded by Microsoft veteran Joyce Zhang during the pandemic, is expanding its retail presence with a pop-up store in California.
