Alo Yoga plays with the strategy of exclusivity
Last autumn, Alo Yoga released the Aspen collection which consisted of high priced and quality 17 ski pieces such as jackets, sweaters and ski suits. Now, these physical items were paired with their twin pieces which unlock NFT benefits.
These benefits include access to Alo Houses (week-long events such as fashion weeks); a personal training session at an Alo Wellness Club and access to personal shopping and styling advice. This project is an effort of Alo Yoga to gain more exclusivity, and as Alo Yoga CMO Angelic Vendette says, it was fully intentional. “Granting holders access to spaces not open to the public adds an extra layer of exclusivity to the purchase”, she says.
This is all part of the customer loyalty strategy and it’s exciting to see how brands will employ it.