The Quarantine due to Covid-19 has had wide-reaching consequences. Unfortunately for a lot of businesses, the lockdown has meant closing their doors and losing sales. Most customers have turned to the web to get their essential items and more. One of the biggest losses though has been the closing of gyms all over America. Due to this, there has been a rise in at-home gym programs and the need for gym equipment such as dumbbells, yoga mats, medicine balls, and more. As the need for both comfortable clothing to wear around the house as well as activewear has risen, a lot of online activewear retailers have been thriving during this time as a result.
According to an article by News.com.au Stax Activewear is one of those retailers. Based in Australia this activewear brand saw all their stores close and their physical sales wiped out overnight. They adapted for the lockdown and launched a new line of their activewear called their Seamless Collection online that could also be worn as loungewear which has been increasing in popularity as people have been forced to stay home. Much of their success comes from the brand being a favorite among influencers and reality stars which is how they get much of their publicity. The switch to online-only sales was a huge success and the line sold out in seven minutes generating around $150,000 in sales when their goal was only $30,000.
The Value proposition from Stax is providing high-quality activewear at affordable prices. They compare their brand to other high-end brands such as Lulu Lemon. They also advertise themselves as the perfect mix of fitness and fashion. When you see this brand you think comfortable, cute, and credible. They spend a lot of time and effort to fit a certain aesthetic that makes them so popular among influencers and their followers.
The biggest challenge that Stax is facing at the moment is the lack of stock due to Covid-19. Because of the virus, the factories which they get their product from had to close for around 6 weeks and as a result, they were without product for that time. Since this wasn't something they were prepared for they had to react quickly to this turn of events. The article doesn't go into great detail about how they coped during this uncertain time just that it was very scary for them. I want to assume that they just had to make due with the stock they had in stores that they now had to sell through online channels only and hopefully any other backstock they had already.
I think a lot of their online success was due to the fact that they used influencers to get their product out there which I know from experience is a great way to reach people as I have found many products I love through influencers. But they are also selling a product in high demand at the moment. This is why in a time where many people are out of work they are still able to generate lots of sales. Ms. Yan from Stax believes "people are willing to invest more in self-care and looking to activewear as a great motivator for getting active" she also states "we have seen many first-time customers in the last three weeks and the majority of purchases have been garments that you can both exercise in and comfortably work in. sweaters, track pants, and tights continue to sell very strongly and show no signs of slowing down" I learned from this article that being relevant and staying on top of trends as well as providing a high-quality product that people will repurchase is very important in a time where everyone is competing for sales. Stax has done a great job of adapting in this uncertain time.
To read the article click here
To visit their site click this link:
https://stax.com.au/
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