Oysho ventures further into activewear
As more and more fashion brands enter the activewear space, Oysho rethinks its strategy. The Inditex brand, originally focused on intimates and loungewear, has been gradually expanding its offering since 2011, when it launched its first activewear collection.
Eight years and several sports initiatives and technical collections later, and Oysho is trying to find its position in the international activewear world with a 2019 strategy that will see it refresh its brand identity and launch a dedicated section in its online store.
“Sports is our strong bet. We are 100% going for it,” the company told FashionNetwork.com in a recent interview.
This plan will be reflected in the Oysho online store from this Thursday 24 January, with the brand presenting Oysho_Sport, a new section dedicated to its activewear range that will allow users to filter the range by disciplines: boxing, tennis, paddle tennis, watersports, fitness, yoga, trekking, skiing and running.
And there will be new releases for cycling and crossfit. The aim is to improve the site’s usability and quality, including more detailed technical aspects of each garment.
This is the latest development for a label that is also changing its image with a new aesthetic and minimalist logo with the goal of supporting its global branding.
“Oysho Sport is not a new brand, but we want to differentiate it from what we have done so far and make a change that can be perceptible by the user. It is a natural evolution of what we have been doing in recent years, which shows that we needed to get away from the 'traditional' world of Oysho. We are known as a sports brand in Spain, and we are strongly committed to replicating this internationally. And we will do it with a stronger brand image than we have ever had,” representatives of the chain said.
Whilst changes will be more significant online, they will be also felt in stores, with new signage presenting the label’s new identity.
Oysho has not only gradually expanded its offering with special capsule collections for different sports, it has also enhanced the technical aspect of its designs while keeping prices low and a trend-led aesthetic. Case in point: its latest collections have incorporated elements such as aloe vera microcapsules, Recco’s rescue system, compressive fabrics for faster muscle repair and recovery and Sensil fabrics which enhance performance and provide a more consistent activewear product for knowledgeable customers. Also, Oysho is leading Inditex’s sustainability initiatives.
This year, the brand’s strategy will focus on the creation of a universe dedicated entirely to sport, and will continue to host sporting events, from runs to yoga sessions, including the pop-up Oysho Sports Hub, throughout 2019.
Additionally, it will expand its links with professional athletes, building on an existing partnership with the Spanish Rhythmic Gymnastics Federation. As part of this, it is currently negotiating agreements with athletes who represents Oysho’s values.
“It’s a long-term initiative,” the brand said.
In 2017, Oysho strengthened itself as one of the top performing brands in Inditex’s portfolio with a 12% increase in revenue to €570 million.
The company had 670 stores in 65 international countries at year end. Meanwhile, Inditex said sales totalled €18.43 billion in the first nine months of the year, up 3% on the same period last year.
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