Capture the Zen Experience: Why you shouldn't overlook this $16 billion market

Posted July 30, 2019 by Aja Norman

Namaste, New York City

While brainstorming innovative ways to market Vantage’s Zen performance pullover, we came across an event dubbed “Solstice in Times Square: Mind Over Madness Yoga.” The event not only marked the first official day of summer but brought with it thousands of yogis, practitioners of yoga, of all skill levels. It is said that throughout history, many cultures have associated the summer solstice with a renewal of mind and body. Taking this into consideration, as well as the Zen’s main feature of transcending typical work-out wear and pleasing the senses, we knew what we were doing on June 21st. A roar of cheers erupted from the marketing department as we all began to imagine the possibilities of receiving real-time feedback about the style.

Let’s just say NYC never fails to amaze.

Word on the street is...

When we reached the event area, we were in awe of how quiet and peaceful this section of the city was; the coordinators had captured the essence of yoga in the middle of one of the most densely populated areas in the world. As we began to record testimonials from our eager participants, these same vibes were reflected when they held the Zen for the first time. With responses such as, “The second you handed it to me it was like silk… it was so smooth," and "It’s cool to the touch, so you won't be super hot - it's perfect for this weather,” it was clear that the Zen was top of its class.

What are Yogis looking for in apparel?

Research shows that Americans spend roughly $16 billion on yoga classes, clothing, equipment, and accessories each year. They also practice regularly, with a majority (44%) going 2-3 times a week, preferably in the morning (34%) or evening (18%). These staggering numbers reveal that this industry is very strong and is only gaining momentum. But, before you lose focus on your Pranayama (breath work or breathing techniques), let us redirect your Drishti (focused gaze meant to draw awareness), onto how you can drive sales within this industry.

Our testimonials revealed that yogis enjoy the basics when it comes to their apparel. “Simple as possible – not a lot of construction or overly designed details,” was one of the comments we received. Participants were pleased to hear that the Vansport Zen Pullover (men's style 3450/women's style 3451) is free of extra construction and extremely stretchy due to its 94% polyester/6% spandex mix.

When it comes to logos and branding yoga-related apparel, it was clear that yogis preferred smaller sized logo decoration over elaborate details. To keep the Zen's light-as-air feel, we recommend the following decoration: Embroidery (under 12,000 stitches), Laser Etching , Heat Transfers, Screen Printing, and Die Mold Transfers.

Yoga apparel is synonymous with comfort due to the fluid movements and poses that are normally completed within every class. Brands such as Lululemon and Athleta have their take on comfort, style, and function for the athleisure style, but at a high cost. The Zen pullover provides a lower-priced alternative at just $40.00 - $45.00.

Want to learn more about 2019's growing trends?

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About The Author

Aja Norman is the Marketing and Events Coordinator for Vantage Apparel. When she isn't working on campaigns and events, she enjoys reading Stephen King novels and taking epic rides on her longboard.

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