Pages 10 to 11 - PESTEL Analysis
Page 12 - Gaps in Oner Active
Page 13 - Solving the Gaps
All about Oner Active:
Oner Active is a luxury activewear brand that specialises in high-quality, fashionable, and performance-driven athletic apparel for women. The brand combines chic designs with functional materials, offering versatile clothing suitable for both workouts and everyday wear. Oner Active prioritises empowerment, aiming to help women feel confident and strong in their daily lives and fitness activities. The brand is committed to sustainability, utilising eco-friendly materials and ethical manufacturing practices to create environmentally conscious products. With a focus on quality and durability, Oner Active ensures that its activewear provides both comfort and performance that stands the test of time. Inclusivity is also a core value, with the brand offering a wide range of sizes and styles to cater to diverse body types. Additionally, Oner Active embraces innovation, using advanced fabrics and designs that enhance both functionality and comfort. These values combine to make Oner Active a standout brand, focusing on high-performance activewear while remaining socially responsible and inclusive.
Product:
Oner Active is a modern activewear brand that has rapidly gained popularity for its high-performance products that combine both functionality and style. With a commitment to offering premium quality and sustainability, Oner Active’s product line is designed to cater to individuals who lead active lifestyles while also prioritizing fashion and comfort.
One of the brand’s standout offerings is its range of leggings, sports bras, and athleisure wear, each crafted with cutting-edge fabrics that ensure durability, breathability, and a perfect fit. The Performance Leggings, for example, are made from moisture-wicking, stretchy materials that allow for maximum mobility, making them ideal for everything from intense workouts to yoga or casual outings. Oner Active’s sports bras are similarly designed to provide exceptional support and comfort during physical activity, with adjustable straps and flexible fabrics that move with the body.
Beyond just providing high-quality activewear, Oner Active places a strong emphasis on the principles of sustainability and inclusivity. The brand uses eco-friendly materials, ensuring that its products are not only good for the consumer but also for the planet. With a growing interest in ethical fashion, Oner Active appeals to consumers who are conscious of their environmental impact, making mindful purchasing decisions.
In addition to its performance-oriented products, Oner Active also offers versatility. Its collections are designed to seamlessly transition from the gym to everyday life, allowing consumers to wear their activewear throughout the day, whether for errands or casual gatherings. The brand’s aesthetic blends sleek, modern designs with comfort, ensuring that wearers can look stylish while staying active.
Ultimately, Oner Active provides more than just workout clothes—it offers a lifestyle brand that encourages health, wellness, and confidence. The brand’s thoughtful approach to design, sustainability, and customer needs makes it a trusted choice for those who value both quality and style in their athletic apparel. Whether for performance, fashion, or everyday wear, Oner Active creates products that empower individuals to live their best active lives.
Point:
Oner Active’s pricing strategy positions the brand firmly in the premium segment of the activewear market, with products typically priced between $60 and $120. This range, covering popular items like leggings, sports bras, and tops, reflects the high-quality materials and long-lasting value the brand offers, both in terms of durability and style.
A key factor behind the premium pricing is the use of high-quality fabrics with breathability, moisture-wicking properties, and long-lasting shape retention. These materials make Oner Active’s products ideal for both intense physical activity and everyday wear. The brand also incorporates advanced design elements focused on comfort, fit, and functionality, ensuring customers receive value with every purchase.
Sustainability is another key driver behind the pricing. Oner Active uses eco-friendly materials such as recycled fabrics and organic cotton, which results in higher production costs. However, this appeals to environmentally conscious consumers who are willing to pay a premium for products aligned with their values.
The brand’s commitment to ethical manufacturing also justifies its higher price point. By partnering with manufacturers who uphold fair labor practices and ensure safe working conditions, Oner Active resonates with consumers who prioritize human rights and transparency. This ethical approach helps build customer loyalty among those who support brands with strong values.
Furthermore, the premium pricing creates a sense of exclusivity, making customers feel they are part of a community that values performance, sustainability, and ethical responsibility. Through targeted marketing, social media, and influencer collaborations, Oner Active reinforces this sense of belonging. While Oner Active’s prices may be higher than mass-market brands, its customers view their purchases as long-term investments in both performance and eco-conscious fashion. This strategy sets the brand apart, appealing to a socially responsible customer who values quality and purpose.
Promotion:
Oner Active’s promotional strategy relies heavily on digital marketing and influencer partnerships to build strong relationships with its target audience, increase brand awareness, and drive sales. The brand collaborates with fitness influencers, athletes, and lifestyle bloggers to authentically showcase its products through sponsored posts, reviews, and recommendations, ensuring trust and credibility. These influencers help demonstrate the brand’s activewear in real-life settings, creating engagement and fostering a sense of community around Oner Active. Social media platforms like Instagram and TikTok play key roles in Oner Active’s marketing efforts. Instagram is used to showcase high-quality images, reels, and Stories, driving purchases through features like “shoppable posts.” TikTok allows the brand to engage with a younger audience through viral content, fitness tips, and influencer collaborations, increasing visibility and brand awareness.
Oner Active also utilizes email marketing to personalize promotional efforts, sending targeted emails with product recommendations, promotions, and exclusive offers. This helps drive engagement, increase customer retention, and encourage repeat purchases. The brand runs sales events, such as seasonal discounts and flash sales, using social media and email marketing to promote these offers and create urgency. By combining influencer marketing, social media engagement, email campaigns, and strategic sales events, Oner Active effectively promotes its products, fosters customer loyalty, and strengthens its presence in the competitive activewear market.
Place:
Oner Active strategically focuses on e-commerce to cater to consumers who value the convenience of shopping from home. This online platform allows the brand to reach a wide audience, including those in remote areas, with an easy-to-navigate interface, detailed product descriptions, high-quality images, and comprehensive sizing guides to help customers make confident purchasing decisions. The mobile-friendly site ensures a smooth, secure checkout process, reflecting the brand’s commitment to a customer-centric shopping experience.
In addition to its online store, Oner Active uses social media platforms like Instagram, TikTok, and Pinterest to engage with its audience. These platforms showcase new collections, behindthe-scenes content, and customer testimonials, building a community around the brand. Influencer collaborations and product demonstrations on video-sharing platforms also drive traffic to the store and increase excitement around new releases. Though not widely available in physical retail locations, Oner Active’s online and social media presence allows it to connect with a global audience, increasing brand loyalty and sales. The brand also uses data analytics to monitor customer behavior, refine its offerings, and better meet consumer needs. By focusing on e-commerce and digital marketing, Oner Active effectively engages its target audience, providing personalised experiences and positioning itself as a modern, customer-focused brand in the competitive activewear market.
Consumer Profile:
Oner Active is an innovative activewear brand focused on high-performance, stylish, and comfortable workout apparel. Known for premium materials, cutting-edge designs, and a commitment to sustainability, the brand appeals to consumers who prioritize quality, performance, and ethical values in their activewear.
The target demographic for Oner Active is primarily individuals aged 18-35, including younger millennials and Gen Z who are passionate about fitness, wellness, and active lifestyles. While the brand primarily targets women, it is expanding its offerings to include products for men. These consumers typically belong to the middle to upper-middle class with disposable income to invest in high-quality activewear. They are often found in urban areas, especially those with active, health-conscious populations, such as cities with fitness centers, yoga studios, and outdoor activity spots.
Oner Active’s consumers are usually working professionals, students, fitness instructors, or athletes who lead busy lives and prioritize fitness. Many are also involved in influencer marketing or brand partnerships within the fitness and lifestyle sector. These individuals engage in activities like yoga, pilates, weightlifting, running, or cycling, and value mental health and self-care. They are also drawn to eco-friendly and sustainable products.
Oner Active’s customers are fashion-forward, seeking activewear that is stylish both in and out of the gym. They prioritize quality, performance, and aesthetics, looking for products that offer support, moisture-wicking abilities, and durability. The brand’s focus on ethical practices, sustainable materials, and inclusivity resonates with this audience, and they value comfort in clothing that moves with them during physical activities. When shopping, Oner Active’s consumers predominantly shop online via e-commerce platforms, often using mobile devices or computers for easy access to new collections and exclusive drops. They are influenced by the brand’s presence on social media platforms like Instagram, TikTok, and YouTube, and often make purchases based on recommendations from influencers, fitness bloggers, or user-generated content. These consumers are frequent buyers who appreciate versatility, often seeking items they can wear for both workouts and casual outings.
Psychographically, Oner Active’s customers are health-conscious and empowered, motivated by self-improvement and a holistic approach to fitness. They are socially conscious, supporting brands that align with their values, such as sustainability, ethical labor practices, and body inclusivity. Technology-savvy, they engage with brands through online stores, fitness apps, and social media. These consumers form strong connections with brands that support their active lifestyle and values, often engaging with the brand’s community for inspiration and motivation. They appreciate brands that offer more than products, but a lifestyle and ethos they can identify with.
Brand Founder:
Krissy Cela is the founder of Oner Active, a fitness-focused activewear brand. She is a wellknown fitness influencer, personal trainer, and entrepreneur who established Oner Active with the goal of creating stylish and functional activewear for women. Krissy’s journey in fitness and her deep passion for wellness played a significant role in the brand’s development.
Before founding Oner Active, Krissy gained recognition through her social media platforms, where she built a large following by sharing her fitness journey, workout routines, and healthy lifestyle tips. Her audience admired not only her fitness expertise but also her commitment to body positivity and self-confidence.
With Oner Active, Krissy aimed to fill a gap in the activewear market by offering high-quality, comfortable, and fashionable pieces designed for a variety of workouts. Her focus on creating products that are both performance-driven and stylish has resonated with fitness enthusiasts around the world. The brand emphasizes comfort, durability, and body inclusivity, ensuring that every piece supports a wide range of body types and activities.
Krissy Cela’s hands-on approach to the brand’s design, marketing, and community building has been a key driver of Oner Active’s success. The brand continues to thrive as it attracts a loyal customer base drawn to its commitment to empowering women through fitness and high-performance apparel.
Social Media:
Oner Active’s social media strategy is key to its brand visibility, customer engagement, and marketing success. The brand effectively leverages platforms like Instagram, TikTok, and Pinterest to build a dynamic online presence, showcase products, and connect authentically with its audience. Instagram is central to Oner Active’s strategy, allowing the brand to highlight its activewear through high-quality imagery and lifestyle shots. Instagram Stories and Reels help engage followers with behind-the-scenes content, product launches, and trending challenges. The platform’s shopping features streamline purchasing, and influencer partnerships, branded hashtags, and user-generated content boost reach and engagement. TikTok enables Oner Active to engage a younger audience with creative, viral content. Short-form videos showcasing product features, fitness tips, and influencer collaborations build trust and relatability. The platform’s interactive features, like challenges and filters, allow Oner Active to stay on trend and increase visibility.
Pinterest offers another avenue for visual discovery and inspiration. The platform’s focus on fitness and style helps Oner Active connect with users seeking workout ideas and athleisure fashion. Curated boards, rich pins, and strategic keywords drive traffic to the online store, increasing organic reach and engagement.
User-generated content further strengthens Oner Active’s community. Through branded hashtags, contests, and giveaways, the brand encourages followers to share their experiences, which builds trust with potential customers. Active engagement through comments and re-shares fosters loyalty and deepens the connection between the brand and its audience.
SWOT Analysis:
Strengths:
Oner Active combines stylish, high-performance activewear with a diverse range of products, catering to both fitness enthusiasts and fashion-conscious consumers.
Oner Active leverages a strong social media presence and community-focused values, fostering brand awareness, engagement, and inclusivity.
Oner Active’s use of premium quality materials ensures comfort, durability, and performance, giving the brand a competitive edge in product quality.
Weaknesses:
Oner Active’s products are often priced higher than some competitors, which may limit its appeal to more price-sensitive consumers.
Oner Active is still not as widely recognised as other established activewear brands like Lululemon or Nike, which can pose challenges in capturing a larger market share. As a newer brand, Oner Active lacks the decades of brand history and customer loyalty that some of its more established competitors enjoy.
Opportunities:
The rise of the athleisure trend presents a significant opportunity for Oner Active to capitalise on the growing demand for stylish yet functional workout and casual wear. Increasing consumer demand for eco-friendly products presents an opportunity for Oner Active to invest in more sustainable materials and production processes, potentially attracting environmentally conscious consumers.
Oner Active can expand its presence in international markets where demand for premium activewear is growing, particularly in Europe and Asia.
Threats:
The activewear market is highly competitive, with well-established brands like Lululemon, Nike, Adidas, and new entrants consistently innovating and aiming for the same customers. The fast-changing nature of fashion trends and consumer preferences in activewear means Oner Active must constantly innovate and stay ahead of market demands to remain relevant.
In times of economic uncertainty, consumers may reduce spending on premium-priced activewear, which could impact Oner Active’s sales.
PESTEL
Political:
Global Trade and Tariffs: Oner Active may face challenges from trade policies and tariffs, particularly in international markets, potentially raising costs or limiting market access.
Government Regulations: The brand must comply with product safety, labor laws, and advertising regulations in each market. Adherence is crucial, especially in regions with stricter rules like the EU.
Political Stability: Political instability or policy changes in key markets (e.g., US, UK, Europe) could affect consumer behavior and business operations.
Economic:
Consumer Spending Power: Oner Active depends on disposable income, so economic downturns could reduce spending on premium activewear.
Currency Fluctuations: Currency exchange rate changes may impact profitability in foreign markets, especially if local currencies weaken against the dollar.
Global Economic Growth: Growth in emerging markets, like China and India, offers Oner Active an opportunity to expand and attract new customers.
Social:
Health and Wellness Trends: The growing global focus on health and fitness presents an opportunity for Oner Active, as more people embrace active lifestyles and seek stylish, functional activewear.
Athleisure Fashion Trend: The rise of athleisure, where activewear is worn as everyday fashion, benefits Oner Active, appealing to both fitness enthusiasts and fashion-forward individuals.
Sustainability and Ethical Consumption: With increasing consumer awareness of environmental impact, Oner Active’s focus on sustainability and eco-friendly materials resonates with socially conscious buyers.
Inclusivity and Body Positivity: Oner Active’s commitment to inclusivity, offering a wide range of sizes and promoting body positivity, strengthens its connection with a diverse customer base.
Technological:
Analysis
E-commerce and Digital Sales Growth: As online shopping rises, Oner Active can expand its customer base through its e-commerce platform, enhancing user experience and mobile app features to boost sales.
Technology in Apparel: Advances in fabric technology, such as moisture-wicking and eco-friendly materials, are key to staying competitive. Oner Active can benefit by integrating these innovations into its products.
Social Media and Digital Marketing: Oner Active leverages platforms like Instagram, using influencer marketing and community engagement to attract customers, while also tapping into targeted advertising and customer feedback.
Data Analytics: By using data analytics, Oner Active can personalize marketing, optimize inventory, and enhance customer retention.
Environmental:
Sustainability Demand: As consumers prioritize eco-friendly products, Oner Active can strengthen its brand by using sustainable materials, ethical sourcing, and reducing its carbon footprint.
Waste and Recycling Regulations: Increased regulations on waste and recycling, especially in markets like the EU, may push Oner Active towards more sustainable production and packaging.
Environmental Impact of Manufacturing: The fashion industry’s environmental concerns, like water usage and pollution, can be addressed by Oner Active through eco-friendly manufacturing processes.
Legal:
Labor Laws and Fair Trade Practices: Oner Active must ensure compliance with labor laws and ethical practices, including fair wages and working conditions in its supply chain.
Intellectual Property Protection: Protecting its designs, logos, and trademarks from counterfeits is crucial for maintaining brand integrity.
Product Safety and Compliance: Oner Active must comply with safety regulations to avoid legal issues and protect its reputation.
Gaps in Oner Active:
Expansion into Inclusive Sizing: Oner Active could broaden its size range, including plus sizes, to appeal to a more diverse customer base and ensure all women feel represented in their activewear.
Men’s Activewear: Expanding into men’s activewear would tap into the growing market for fitness and athleisure wear for men, diversifying the brand’s product offerings.
Sustainability-Focused Apparel: Offering a fully sustainable line with biodegradable fabrics and recycled materials could attract eco-conscious consumers and differentiate the brand in the market.
Affordable Activewear Line: Introducing a budget-friendly line would allow Oner Active to appeal to younger buyers or individuals seeking quality activewear at a lower price point.
Collaborations and Limited-Edition Collections: Partnering with celebrities or fitness professionals for exclusive collections could generate buzz and attract new customers to the brand.
Tech-Enhanced Activewear: Incorporating smart features, like fitness trackers or temperature-regulating fabrics, into activewear could attract tech-savvy fitness enthusiasts looking for performance-enhancing gear.
Expansion into International Markets: Expanding into markets in Europe, Asia, and South America could tap into rising demand for high-quality activewear and increase Oner Active’s global presence.
Athleisure for Specific Activities: Creating specialized collections for activities like yoga, Pilates, or hiking could attract niche fitness enthusiasts by offering tailored, functional gear.
Subscription Models: A subscription service delivering personalized activewear based on customer preferences would appeal to consumers looking for convenience and regular wardrobe updates.
Accessibility: Expanding into physical retail locations or pop-up shops would increase accessibility for customers who prefer in-store shopping or want to try products before purchasing.
Solving the Gaps:
Accessibility (Physical Retail Expansion): Oner Active could increase physical accessibility by testing pop-up shops and partnering with select retail chains. Opening flagship stores in major cities would further solidify its physical presence, enhancing the brand experience.
Inclusive Sizing: Oner Active could expand its size range to include more plus-size options and collaborate with size-inclusive influencers to ensure fit and comfort. A “fit first” campaign and focus groups with diverse body types could guide future collections, making women of all sizes feel empowered and represented.
Men’s Activewear: The brand could tap into the growing men’s athleisure market by developing a dedicated line with high-performance pieces like leggings, sports shorts, and performance shirts. Partnering with male fitness influencers would help build awareness and credibility in this space.
Sustainability-Focused Apparel: Oner Active could launch a sustainable line using biodegradable and recycled materials, with a focus on ethical manufacturing practices and carbon-neutral efforts. Additionally, a recycling program for old activewear could appeal to eco-conscious consumers.
Affordable Activewear Line: Introducing a budget-friendly “core collection” with cost-effective fabrics and streamlined designs would attract younger, budget-conscious consumers. This line could be marketed through partnerships with budget-friendly influencers.
Collaborations and Limited-Edition Collections The brand could collaborate with athletes and celebrities to cre:ate exclusive collections, drawing attention to sustainability and innovative features. Limited-edition drops would also drive demand and create urgency among shoppers. Tech-Enhanced Activewear: Oner Active could introduce smart products, like leggings with fitness trackers or temperature-regulating fabrics, catering to tech-savvy fitness enthusiasts. Collaborating with tech companies would help bring these innovations to market.
Expansion into International Markets: Focusing on regions with booming fitness cultures, such as Europe, Asia, and South America, Oner Active could partner with local influencers and retailers to increase brand visibility and accessibility.
Athleisure for Specific Activities: Creating niche collections for activities like yoga, Pilates, or hiking would appeal to customers seeking apparel tailored to these specific workouts, such as flexible yoga pants or water-resistant hiking gear.
Subscription Models: Oner Active could offer a subscription box service that delivers personalized activewear based on customer preferences, with exclusive perks like early access to collections and discounts, fostering long-term engagement.
