What's Happening?
Beyond Yoga, a Los Angeles-based brand acquired by Levi Strauss & Co. for over $400 million in 2021, is launching a new brand platform called 'Seek Beyond'. This initiative aims to redefine the brand's identity and expand its product offerings beyond traditional yoga apparel. The platform is designed to be an ongoing proposition that frames the brand for consumers and guides company employees. Beyond Yoga is introducing new products such as puffer jackets, vegan leather, and cashmere blends, while also focusing on outdoor gear. The launch includes a marketing campaign featuring real stories from individuals like Issa Rae and Megan Roup, and plans for an outdoor trip with content creators.
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Why It's Important?
The launch of 'Seek Beyond' signifies Beyond Yoga's strategic move to broaden its market appeal and strengthen its brand identity. By expanding its product range and engaging consumers emotionally, the company aims to differentiate itself in the competitive activewear market. This approach could attract a wider customer base, including those seeking lifestyle brands that resonate with personal values. The initiative also reflects a shift towards experiential marketing, which can enhance customer loyalty and drive sales growth. With Levi Strauss & Co.'s backing, Beyond Yoga is positioned to leverage its resources for further expansion.
What's Next?
Beyond Yoga plans to continue its expansion by opening more stores and increasing its product offerings. The brand's focus on outdoor gear suggests potential collaborations with influencers and outdoor enthusiasts to further promote its products. The marketing campaign will likely evolve to include more diverse stories and experiences, aiming to build a community around the 'Seek Beyond' ethos. As the brand grows, it may explore additional markets and partnerships to enhance its visibility and reach.
