Over the past few months there has been a surge in downloads of health and fitness apps –up 47% in Q2 from the previous year. Gyms closures due to the lockdown have forced people to turn to mobile apps and online tutorials to remain physically and emotionally fit at home.
This trend has provided a unique opportunity for brands to create direct connections with their consumers. Nike, for example, has invested heavily in its apps (e.g. Nike Training Club) in recent months to increase engagement among customers. It’s also doubled down on digital content and used its high-profile athlete partnerships.
The strategy has been particularly effective among women, who have performed two workouts for every one man – across the Nike apps. Interestingly, this engagement has also driven consumption within the demographic. Nike reported 50%of the women who purchased their products in March were first time buyers.
At-home workouts are of course not new to apparel brands. Under Armour successfully acquired MyFitnessPal back in 2017. More recently Lululemon invested a reported $34million into the fitness start-up, Mirror. The investment has the potential to assist the athletic-wear brand in creating its own branded fitness app as well in creating digital content.
The recent statistics delivered from Nike illustrate how profitable this shift could be for the likes of Lululemon. The pandemic has largely accelerated brands efforts to move to D2C – and not just within the apparel market. Therefore, it could be expected that other brands will follow soon…
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