ALO Yoga Report

Consumer Behviour

Fig 1: ALO. 2024. Woman Streching. [Photograph]

C o n t e n ts Pag e

Introduction Brand Analysis History of ALO Yoga Marketing Mix Customer Profile Brand Competitor Context SWOT Internal and external theories Perception theory Social class and status theory Customer Bevhaviour Conclusion Conclusion Recommendations

Fig 2: Studio Sette. N.D Amalfi. [Photograph]

Introduction Alo Yoga is a wellness athleisure brand founded in 2007 but has completely sky rocketed in recent years with over 50 stores worldwide and over 4 million Instagram followers. (Behind Wellness 2025) Alo Yoga targets primarily affluent women aged 25-40 who lead active, health-conscious lives and value high-quality, sustainable products.

(Baumann and Bharti 2024) This report will explore how consumers respond to the brand Alo based on internal and external consumer behavior theories - this includes The Social Class theory as well as Perception theories to help analyse the customer decision-making process.

Fig 3: GeorgeSwims. 2023. Vogue Polska. [Photograph]

In utilising the Three Stages of Perception (Solomon, 2018) and Social Status theories (Weber et al, 1922), this report will help to analyse the customer journey as they discover the brand and later purchase - these theories also help guide CRM and CRO - later to be referenced in the conclusion.

For this report, the researcher conducted primary research through a store visit, gathering observations as well as discusions with the store staff to gage a stronger understanding of the general client behavior. As well as this, using secondary research via reliable internet sources and respected marketing theories.

Fig 4: ALO. 2025. ALO bag. [Photograph]

B r a n d A n a lys i s

Fig 5: Tamirarani. N.D Woman doing yoga. [Photograph]

T h e h i sto r y o f A lo Yo g a In 2020, the founder stated that revenue was around £154 million - March of 2021, after the pandemic, it was reported that ALO’s revenue had grown by 150% to £384 million. By October 2023, it was reported that the founders, Harris and DeGeorge, were exploring an investment opportunity that could lead the brand to approximately £7.7 billion. (Clementina Jackson, 2024)

2007: ALO is founded by two friends.

2020: ALO Glow System Skincare line is 2016: First ALO store opens in Beverly founded.

Hills.

Fig 6: First ALO yoga store [Photograph] N.D

Fig 7: ALO skincare [Photograph] N.D

2022: ALO launch the Aspen Collection at 2025: ALO is an evergrowing yoga and NYFW with collectable NFTs, starting lifestyle brand with many celebrity their digital expansion. endorsements and nearly 100 stores; including a beach club in Bodrum.

Fig 8:Red white dress. [Photograph] N.D

Fig 9: ALO Bodrum [Photograph] N.D

M a r k e t i n g M i x o f A Lo

Products

ALO sells many different products from yoga equipment, athleisure wear, yoga classes, NFTs, accessories and bags and even a fitness app.

Fig 10: ALO Products [Photograph] N.D

Place

ALO boasts nearly 100 stores world wide with their flagship in Beverly Hills. Their stores are also called “sanctuaries” which often host yoga classes and have live trees for zen vibes.

Fig 11: ALO Store outside [Photograph] N.D

Price

ALO prices range from £35 for a pair of socks to some of their bags ranging up to £3,000 making it one of the most expensive sportswear brands in the market.

Promotion

ALO utilises many promotion methods such as celebrity endorsements as well as influencer marketing. The brand has also been seen worn by celebrities who are not apart of Alo’s ambassador group.

Fig 12: Meagan_ivory. N.D. ALO Price. [Photograph]

Fig 13: Kendalljenner. 2025. ALO Promotion. [Photograph]

Fig 13.1: Dean. 2025. ALO Marketing Mix. [Table]

C u sto m e r p e r s o n a Genevieve Vincent 24

Fig 17: Almonddaughter. N.D. ALO Girl 3. [Photograph]

Key attribute: Life stage: Moved out recently, living with boyfriend Location: Surrey area Occupation: Runs her own influencer agency Household income: Mid/upper range. Her partner earns good money - they have disposable income.

Lifestyle and values: Enjoys going to pilates classes with friends She loves to travel and visit new countries She walks her dog with her boyfriend in Richmond Park over the weekend Enjoys the yoga, cool girl lifestyle Lives a busy lifestyle during the week but enjoys to wind down at the weekend Needs: Brand that reflects her minimalistic and feminine aesthetic To be around like minded women who value wellbeing and health Clothes that she can wear to pilates class but can also wear out to brunch after

Fig 15: Goalboardstyle.

N.D. ALO Girl 1 [Photograph]

Challenges: She wants to buy clothes that she can feel confident in that also have a clean production cycle.

She doesn’t like clothes with big branding as she wants to maintain a minimalist lifestyle.

Opportunities: Use influencer marketing to help her visualise her lifestyle Offer accessories to have more accessible pieces Fig 14: Dean. 2025. Customer Persona [Table]

Fig 16: Vanessaferrailo.

N.D ALO Girl 2 [Photograph]

B r a n d C o m p e t i to r C o n t e xt

Fig 18: Dean. 2025. ALO brand comparison.

[Brand positioning map]

Alo have dipped their toes in may different markets, including, but not limited to; NFTs at NYFW, Alo Atelier (luxury capsule), Luxury is Wellness x Kendall Jenner, influencer marketing and Alo sanctury in Roblox. (BrandVM, 2025) Likewise, their main competitor, Lululemon (see appendix 3 for more further description), fosters a strong community connection by hosting free yoga classes, fitness events, and workshops in its stores.

This community-driven approach enhances brand loyalty and encourages customer engagement. (Sofia Spanou, 2024) There are many different factors why Alo has multiple marketing strategies - such as drive to achieve brand image and recognition, consumer engagement, trend promotion and giving themselves a competitive edge. (IFA Paris, 2023)

Swot a n a lys i s Strengths

ALO is showing rapid sales growth in comparison to their larger competitors - 14% higher than Lululemon between 3Q21 and 3Q24 (Earnest, 2025) ALO has moved into many different sectors such as NFTs, as well as having a beach club in collaboration with Maridian Oriental Hotels.

(Retail and Leisure International, 2025) ALO has captivated the IT-girl audience, utilising ambassadors such as F1 WAGs, Bella Hadid and Kendall Jenner (for their newest launch “Luxury is Wellness”) (Isabelle Knevett, 2025)

Opportunities

Regarding ALO’s strengths and weaknesses opportunities for ALO include - calming the store experience by showcasing less items, to create a more luxurious feel. This will improve the customers experience, and make them more likely to see the value in their products.

An interesting route for ALO could be selling nightwear, to help create a full lifestyle with ALO. According to BoF, sleepwear is taking an athleisure turn. “Pyjamas aren’t just for bed anymore. They’re styled for the airport, the beach, brunch,” said Eberjey founder Mariela Rovito. “PJs all day is no longer lazy, it’s aspirational.” (Diana Pearl, 2025) Fig 19: Dean. 2025. ALO SWOT [Table]

Weaknesses ALO is more of a fast fashion brand than how they promote. They promote themselves as very ecoconscious, however, the reality of their products is that they are partly synthetic. (Ashlee Sunshine, 2025) The ALO stores do not reflect the luxury and prices on the products they sell - with upper class prices, the store reflects the energy of a high-street brand more than a luxury brand. (See figures 27-32) The ALO community has faced claims such as age discrimination, due to the curated “ALO Aesthetic” which can come across as cliquey and uninclusive. This has lead to a lawsuit from one of their yoga instructors. (Liz Flora, 2025)

Threats

One of the major threats that nearly every fashion brand is facing is the increase of shipping taxes due to political and economic sanctions executed by the President of the USA, Donald Trump, with most of the EU goods facing tariffs of 15% but India going up to 50%. (Jennifer Clarke, 2025) This increases the price of production, therefore making he profit margin smaller. This will lead to increased prices which may deter some customers from shopping with ALO.

“See someone in it, and you assume they have an Equinox membership, a go-to order at Erewhon, and a Raya account.”

Fig 20: Dreamgurl113. N.D. Kika Gomes ALO. [Photograph]

( Tre s D e a n , 2 0 2 5 )

Perception theory According to the three stages of perception (Solomon, 2018), consumers select, organise, and interpret marketing stimuli to form their own subjective image of a brand through touch-points; exposure, attention and interpretation. (See appendix 4 for further reasoning)

Theory

Application

Exposure

Referring back to the SWOT, it’s evident that ALO has experienced rapid growth in the last couple of years, with faster sales growth than Lululemon. This is fueled by ALO’s growth into new sectors, such as NFTs and sanctuaries. As well as this, they have captured the IT girl audience by using ambassadors such as Kendall Jenner and Alexandra Saint Mleux. (Retail and Leisure International, 2025; Isabelle Knevett, 2025). These high exposures allow customers to perceive ALO as a cultural lifestyle brand of wellness and fashion.

Attention

ALO’s influential social media presence captures viewers attention in aligning with cultural movements and inspirations. The “Luxury is Wellness” campaign relates calmness and serenity to a high profile fashion lifestyle - creating a campaign that resonates with their younger audiences’ aspirational lifestyle goals helps to drive attention. Selective attention allows consumers to focus on ALO’s celebrity endorsements and visual appeal, associating this with the brand more than the reality of the in-store experience and value of items. (See SWOT)

Interpretation

Positive interpretation: Many consumers view ALO as an aesthetic luxury wellness brand, defining what it means to live in stylish serenity during the post-pandemic wellness boom.

Negative interpretation: Critics (Ashlee Sunshine, 2025; Liz Flora, 2025) point out that ALO’s materials contradict its eco-conscious image, and that its stores lack the high-end atmosphere expected for its price point. As well as this, claims of age discrimination within the ALO community have sparked conversations about exclusivity and inclusivity, potentially weakening the brand’s perception among socially conscious consumers.

Application to ALO

Selective attention

Customers are drawn to celebrity lifestyle campaigns as they are aspirational

Selective distortion

Customers justify sustainability claims and continue brand trust

Selective retention

Customers remember high profile events & campaigns more than criticism

Perceptual position

ALO sits between luxury and fast-fashion due to inconsistency between in-store experiences and their luxury target market.

Fig 21: Dean. N.D. Perceptual concepts. (Adapted from Solomon 2018) [Table}

Critical Analysis Based on the information collected through this perception theory, it is revealed that ALO’s success is dependent on consistency between image and reality. Despite the expansions, influencer campaigns (see figures 23-25) and wellness retreats - which have improved the brand’s desirability - perceptual gaps exist with regards to sustainability, the in-store ambience and inclusivity, this risk threatens the brand’s luxury positioning.

Fig 24: Alexandrasaintmleux. 2025. Alex Instagram. [Photograph]

It is apparent that those who are followers of the brand, perceive the ALO as the seamless crossover between luxury aesthetics and wellness - allowing shoppers to further perceive themself as the influencers and role models that represent the brand - thus the selective retention remains in ALO’s favour.

Fig 23: Kendalljenner. 2025. ALO Promotion. [Photograph]

Perceptual concept

Fig 22: KikiGomes. 2025. Kika Instagram. [Photograph]

Perception theory

S o c i a l c l a ss a n d stat u s Social class shapes consumer behaviour in different ways that have been studied by many different professionals in both the sociological and marketing sectors. Social class theory implies that consumers’ purchasing habits are influenced by economic status, lifestyle and aspirations - utilising their purchase choices to signal their class identity. (Weber, 1922) In marketing, it’s imperative to understand the consumer behaviour in response to social class. (Fiveable content team, 2025). (See appendix 5 to learn which theorists are used) Application to ALO

Cultural Capital

Consumers view themselves as part of the mindful and healthconscious elite

Economic Capital

Consumers can showcase that they have the capital

Social Capital

Consumers understand that they belong to a community that prioritises wellness and fashion

Fig 25: Kikagomes. 2025. Kiki in Dubai wearing ALO. [Photograph]

Class marker

Customers aspire to fit into the social class of those who holiday in expensive places.

Critical Analysis Based off of their price point in the marketing mix, ALO falls in the upper-middle to upper class segment. The premium pricing, influencer association and general aesthetics appeal to customers who: Have disposable income Value status and wellness Belong to a lifestyle oriented community For many Gen Z consumers, ALO represents an aspirational class, they buy into the luxury wellness lifestyle despite not yet being in that income bracket. For them, they resonate with wearing ALO as a badge of success and aspirational prestige.

An example of this may be by purchasing a cap from ALO, while the price points for accessories are lower (See marketing mix) there is still a sense of social stratification in owning even a small token of the brand.

C u sto m e r j o u r n e y The customer journey is a crucial part of the consumer behaviour analysis - no one customer journey is the same and each journey can completely differenciate the customer’s perception of the brand.

(Bynder, N.D) For example, during a store visit, the consumer could have a negative experience which reflects on their perception of the brand. This decreases their potential to chose the brand in the consideration area of the journey map.

Fig 26: Dean. 2025. Customer journey map. [Customer Journey Map]

Internal Theory - Perception Theory

External Theory - Social Class Theory

Awareness

Influencer marketing helps to create the it girl perception of the brand that the customers find attractive.

Creating awareness by using ambassadors like F1 WAGs shows that the brand is associated with class and money.

Interest

The busy store environment doesn’t aid the customers perception of the brand as it doesn’t align with the price point.

The yoga classes help the customers to feel that they fit in with the social class that is wellness within the ALO brand.

Consideration

The customer service in-store is positive, they are open to help and talk for as long as necessary.

The pain point that is the high price point may help those who want to fit into the upper social class to chose ALO - as they aspire to showcase their class.

Purchase

During the purchase process in-store, the perception is slightly negative as there is a long wait in the queue.

During the purchase process, customers can sign up to be an ALO member, this helps them to feel as though they fit into the wellness community.

After-care

After purchasing, the customer can gain exclusive insights to content which helps them to perceive the brand as exclusive.

The customer may partake in ALO moves, which is apart of their yoga program, meaning that the customer is realistically apart of the yoga community.

C u sto m e r j o u r n e y Critical analysis Looking at the customer journey map, it’s evident that the general experience is positive. This is because the general perception of the brand is positive - due to the previously discussed selective retention, meaning that most customers view the eyes through the aesthetic “IT-girl” lense that the brand aims to portray. The emotion becomes more positive up to the interest point, due to the fact that the brand does portray an aspirational image, then decreases at the consideration, this is because of their competitors which could be viewed as superior. This brings to light that a lot of customers shop at ALO without the want to use the clothes for their design purpose, reflecting why 63% of customers who shop at ALO shop at Lululemon also but only 4% of those who shop at Lululemon shop at ALO - proving that Lulu likely has the better products for customers who are serious about their fitness while ALO can better accommodate the “wellness” image.

Referring back to the customer journey map, this shows that the awareness and interest areas of marketing have worked well for ALO which includes that influencer marketing technique. According to Craig Corbett, the Gen Z market (14-28 year olds including customer persona Genevieve) value community driven social media marketing, they favour influencers and seeing real honest opinions from people they respect. (Gary Drenik, 2023) The interest section of the map shows that ALO hosts yoga classes, as well as having some cafes in some of their stores, this is an opportunity for the community creation which their clients enjoy. (See appendix 1 to learn more about customers)

Fig 27: Dean. 2025. ALO Regent St. [Photograph]

Fig 28: Dean. 2025. ALO Leggings. [Photograph]

Fig 29: Dean. 2025. ALO Mannequin. [Photograph]

Fig 30: Dean. 2025. ALO Maroon. [Photograph]

Fig 31: Dean. 2025. ALO Underground. [Photograph] Fig 32: Dean. 2025. ALO Customers. [Photograph]

C o n c lu s i o n & r e c o m m e n dat i o n s Taking everything into consideration - the overall perception of ALO is positive that the brand is an IT-Girl sanction for those who want to showcase their upper class style and wellness aesthetic. The brand leans into minimalism - a current trend amongst the expensive Instagrammers to offer an effortlessly chic look. Despite the brand’s criticisms, the selective retention and pushed narrative remains strongly in ALO’s favour - a key example is using their influencer ambassadors (more in appendix 2)- showing that the consumer behaviour is such that it can be determined by the narrative pushed by the brand.

Area of recommendation

Reccomendation

Conversion rate optimisation

To optimise the conversion rate in-store, the brand should focus on putting out less stock and having a more minimalist approach to the store. An overstimulating store experience is off putting for customers, even in a budget store such as Primark, when paired with a luxury-priced brand, it depreciates the value for money. When paying £35 for a pair of socks, the customer would be more inclined to purchase if they didn’t feel as though they were in a highstreet store.

Attracting new customers

For customers who aren’t attracted to the brand due to the lack of inclusivity in the brands promotion. It would be interesting the see the brand take an approach of “everyone is an it-girl when they wear ALO” using models of many different ethnicities and sizes, yet maintaining the brand’s minimalist aesthetic - the brand could attract more customers of more variety. This would be beneficial for both the brand’s image and the brand’s revenue.

New areas for current customers

To help the brand further create an image of the ALO “lifestyle”, the brand could create a sleepwear line that maintains the same aesthetic and appeals to the market who shop with them. Customers can “live in ALO” throughout all aspects of their day. Referring back to the SWOT, it’s evident that the sleepwear sector is overlapping with athleisure lately. This could be a less expensive line for ALO if they focus on cheap cotton materials which are comfortable to sleep in, allowing the aspirational customers to afford a full ALO outfit.

Bibliographic References BAUMANN, Marc and Bharti SANGAM. 2024. “Case Study: Alo Yoga’s Bold Bet on Digital Engagement.” 51 Insights. [Online] Available at: https://www.51insights.xyz/p/namaste-in-themetaverse-alo-yogas (Accessed 28 October 2025) BEHIND WELLNESS. 2025. “The Rise of Alo Yoga: From Studio to Street.” Behind Wellness.

[Online] Available at: https://behindwellness.com/the-rise-of-alo-yoga-from-studio-to-street/ (Accessed 28 October 2025) BRANDVM. 2025. “Alo Yoga Marketing Strategy (2025): Influencers, Campaigns, Brand Identity & Revenue.” BrandVM. [Online] Available at: https://www.brandvm.com/post/alo-marketing (Accessed 29 October 2025) BYNDER. n.d. “Definition: Customer Journey.” Bynder. [Online] Available https://www.bynder.com/en/glossary/customer-journey/ (Accessed 8 November 2025)

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CLARKE, Jennifer. 2025. “What tariffs has Trump announced and why?” BBC News. [Online] Available at: https://www.bbc.co.uk/news/articles/cn93e12rypgo (Accessed 30 October 2025) DEAN, Tres. 2025. “I Wore Alo for a Week to Find Out Why Everyone in LA Loves It So Much.”

GQ. [Online] Available at: https://www.gq.com/story/alo-for-a-week (Accessed 30 October 2025) DRENIK, Gary. 2023. “Gen-Z 101: A Marketing Guide To Connecting With The Next Generation Of Consumers.”

Forbes.

[Online] Available at: https://www.forbes.com/sites/garydrenik/2023/07/13/gen-z-101-a-marketing-guide-to-connectingwith-the-next-generation-of-consumers/ (Accessed 9 November 2025) EARNEST. 2024. “Alo Yoga is officially disrupting Lululemon in 2024.” Earnest. [Online] Available at: https://www.earnestanalytics.com/insights/alo-yoga-is-officially-disrupting-lululemon-in-2024 (Accessed 29 October 2025) FIVEABLE Content Team. 2025. “10.1 Social Stratification and Its Influence on Consumption.”

Fiveable. [Online] Available at: https://fiveable.me/consumer-behavior/unit-10/socialstratification-influence-consumption/study-guide/lIizsulFb44bgLuK (Accessed 5 November 2025)

Bibliographic References FLORA, Liz. 2025. “Millennial Yoga Guru Sues Alo For Age Discrimination.” Business of Fashion.

[Online] Available at: https://www.businessoffashion.com/articles/retail/millennial-yoga-guru-sues-alofor-age-discrimination/ (Accessed 30 October 2025) HALLIDAY, Sandra. 2024. “AYBL sales and profits soar in latest year both at home and abroad.” Fashion Network. [Online] Available at: https://ww.fashionnetwork.com/news/Aybl-sales-and-profits-soar-inlatest-year-both-at-home-and-abroad,1667303.html (Accessed 11 November 2025) IFA PARIS. 2023. “Understanding the Crucial Role of Marketing in Fashion.” IFA Paris. [Online] Available at: https://www.ifaparis.com/the-school/blog/understanding-crucial-role-marketing-fashion (Accessed 29 October 2025) JACKSON, Clementina. 2024. “How Alo Yoga Took Over Our Off-Duty Wardrobes.” Elle. [Online] Available at: https://www.elle.com/uk/fashion/a61911029/alo-yoga-london/ (Accessed 30 October 2025) KNEVETT, Isabelle. 2025. “LA label Alo Yoga is loved by celebs and influencers – we put it to the test to see if the hype is real.”

Yahoo News.

[Online] Available at: https://uk.style.yahoo.com/lalabelaloyogaloved174700280.html (Accessed 30 October 2025) PEARL, Diana. 2025. “Sleepwear is having its athleisure moment.” Business of Fashion. [Online] Available at: https://www.businessoffashion.com/articles/retail/sleepwear-is-having-its-athleisuremoment/ (Accessed 30 October 2025) RETAIL AND LEISURE INTERNATIONAL. 2025. “ALO lands in Bodrum.” Retail and Leisure International. [Online] Available at: https://www.rli.uk.com/alo-lands-in-bodrum/ (Accessed 30 October 2025) SPANOU, Sofia. 2024. “The Lululemon Marketing Strategy: Building a Niche, Athletic Brand.” Contact Pigeon. [Online] Available at: https://blog.contactpigeon.com/lululemon-marketing-strategy/ (Accessed 29 October 2025) SUNSHINE, Ashlee. 2025. “The Rise of Conscious Consumers: Why Alo Yoga Is Losing Its Appeal.”

Sunshine Paradise Retreat. [Online] Available at: https://www.sunshineparadiseretreat.com/post/therise-of-conscious-consumers-why-alo-yoga-is-losing-its-appeal (Accessed 30 October 2025)

Figure References Figure 1: ALO Yoga. 2024. Woman Stretching. [Photograph] Available https://www.instagram.com/p/C9DbNm1ysJv/?img_index=1 (Accessed 11 November 2025)

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Figure 2: Studio Sette. N.D Amalfi. [Photograph] Available at: https://www.rafmaes.com/personal (Accessed 11 November 2025) Figure 3: GeorgeSwims.

2023.

Vogue Polska.

[Photograph] Available https://www.instagram.com/p/CtGrDm9Mm0y/?img_index=1 (Accessed 11 November 2025)

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Figure 4: ALO. 2025. ALO bag. [Photograph] Available at: https://www.instagram.com/p/DI_x2wtpJ5i/? img_index=1 (Accessed 11 November 2025) Figure 5: Tamirarani. N.D Woman doing yoga. [Photograph] Available at: https://pin.it/4qvf6M6J0 (Accessed 11 November 2025) Figure 6: First ALO yoga store [Photograph] N.D Available at: https://www.aloyoga.com/en-gb/blogs/aloblog/were-solar-powered (Accessed 11 November 2025) Figure 7: ALO Skincare [Photograph] N.D Available at: https://www.aloyoga.com/en-gb/blogs/aloblog/glow-system-summer-edit?srsltid=AfmBOopUDR-aBO-ecQX8Cvnenv-6OFwXNlOJ2yR7Jd01t28CS-oHp4b (Accessed 11 November 2025) Figure 8: Red white dress [Photograph] N.D. Available at: https://www.aloyoga.com/en-gb/blogs/aloblog/faqaloaspencollectionexclusivenftsrsltid=AfmBOoruXpREL6bdu_7BVmFZmVc8JfNL8nUdlkB0V LfQs5swRze_WyXj (Accessed 11 November 2025) Figure 9: ALO Bodrum [Photograph] N.D Available at: https://www.rli.uk.com/alo-lands-in-bodrum/ (Accessed 11 November 2025) Figure 10: ALO Products [Photograph] N.D Available at: https://eastontowncenter.com/storiesfeatures/2023/07/19/now-open-alo-yoga/ (Accessed 11 November 2025) Figure 11: ALO Store outside [Photograph] N.D Available https://www.elle.com/uk/fashion/a61911029/alo-yoga-london/ (Accessed 11 November 2025)

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Figure References Figure 12: Meagan_ivory. N.D. ALO Price. [Photograph] Available at: https://pin.it/3yITb5Cq8 (Accessed 11 November 2025) Figure 13: Kendalljenner.

2025.

ALO Promotion.

[Photograph] Available https://www.instagram.com/p/DMybTbTzauF/?img_index=1 (Accessed 12 November 2025)

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Fig 13.1: Dean. 2025. ALO Marketing Mix. [Table by author] Figure 14: DEAN Chloe. 2025. Customer Persona [Table by author] Figure 15: Goalboardsyle. N.D. ALO Girl 1 [Photograph] Available at: https://pin.it/7BwBqQcYK (Accessed 12 November 2025) Figure 16: Vanessaferrailo. N.D ALO Girl 2 [Photograph] Available at: https://pin.it/woPxOS54t (Accessed 12 November 2025) Figure 17: Almonddaughter. N.D. ALO Girl 3. [Photograph] Available at: https://pin.it/1iJiQdQ2B (Accessed 12 November 2025) Figure 18: DEAN Chloe. 2025. ALO brand comparison. [Brand positioning map] Figure 19: DEAN Chloe. 2025. ALO SWOT [Table by author] Figure 20: Dreamgurl113. N.D. Kika Gomes ALO. [Photograph] Available at: https://pin.it/68Hblyau6 (Accessed 12 November 2025) Figure 21: DEAN Chloe. N.D. Perceptual concepts. (Adapted from Solomon 2019) [Table by author] Figure 22: KikaGomes.

2025.

Kika Instagram.

[Photograph] Available https://www.instagram.com/p/DOJ5PASjTZD/?img_index=1 (Accessed 12 November 2025)

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Figure References Figure 23: Kendalljenner.

2025.

ALO Promotion.

[Photograph] Available https://www.instagram.com/p/DMybTbTzauF/?img_index=1 (Accessed 12 November 2025)

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Figure 24: Alexandrasaintmleux. 2025. Alex Instagram. [Photograph] Available https://www.instagram.com/p/DLVFFpWoPBe/?img_index=1 (Accessed 12 November 2025)

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Figure 25: Kikagomes. 2025. Kiki in Dubai wearing ALO. [Photograph] Available at: https://www.instagram.com/p/DJ4xIV1zhw_/?img_index=1 (Accessed 12 November 2025) Figure 26: DEAN Chloe. 2025. Customer journey map. [Customer Journey Map] Figure 27: DEAN Chloe. 2025. ALO Regent St. [Photograph by author] Figure 28: DEAN Chloe. 2025. ALO Leggings. [Photograph by author] Figure 29: DEAN Chloe. 2025. ALO Mannequin. [Photograph by author] Figure 30: DEAN Chloe. 2025. ALO Maroon. [Photograph by author] Figure 31: DEAN Chloe. 2025. ALO Underground. [Photograph by author] Figure 32: DEAN Chloe. 2025. ALO Customers. [Photograph by author]

Appendix Appendix Number

1

Discussion with store colleagues The ambassadors discussed how they viewed the consumers and what behaviours they most exhibit during their store visit.

This can fall any place between awareness and purchase.

Addi, male ambassador, said that the store welcomes a wide variety of customers, from different countries - however, these are mostly women. Having previously worked at Gym Shark, Addi said that he experienced more male customers there, suggesting that men are more drawn to Gym Shark and women are more drawn to ALO. This reflects the perception theory which shows that women like to see themselves as the female IT icons that the brand promotes matching customer persona Genevieve. Despite ALO also promoting with male icons such as Jin from BTS - the market still remains predominantly female.

Diclia, female ambassador, mentioned that the store has a good mix of customers that are interested in purchasing for the gym and also customers who also are focused on looking for a cute outfit. This well reflects the relevance of the social class theory - showing that customers, such as Geneieve there are customers who shop at ALO solely for the image of it, over the physical need for them. Customers want to showcase that they are apart of the wellbeing community - using ALO to portray this image without doing the work.

2

To support this, another brand “Aybl” has utilised gym-influencers such as KT Franklin - their net profit grew by over 200% from 2023 to 2024. (Sandra Halliday, 2024)

3

As far as competitors go, Lululemon and Gymshark pose the strongest threats, within their specific niches, on Alo Yoga due to their similar product ranges and target markets. Despite this, Nike is the strongest competitor in the whole of the athletic sector. While Lululemon still dominates Alo Yoga in sales, commanding 21% of the US athleisure market in 3Q24, just behind Nike. Alo Yoga controlled just 1.3% of athleisure sales in 3Q24, up from 0.4% in 3Q21. (Earnest, 2024) While 63% of Alo customers shop at Lululemon, only 4% of Lulu customers shop at Alo making Lululemon Alo’s biggest direct competitor. (Earnest, 2024)

4

Perception is shaped by how consumers experience the brand across factors, such as social media campaigns with celebrity endorsements and in-store environments. Understanding ALO’s rapid growth shows how imperative maintaining a strong customer perception is to the brand. This includes, brand loyalty and also CRM. Drawing studies from different theorists, marketers can learn the social reasoning behind why consumers shop at ALO. These professionals include: Karl Marx - Outlined the first concept of class divisions based on possession of economic resources

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Max Weber - Expanded on Marx’s ideology to include social prestige and status, not just economical status - introducing the idea of social stratification Pierre Bourdieu - Within consumer behaviour, studied that taste, consumption and lifestyle also express a cultural capital.