Outdoor Voices: New York'S Popular Sports Brand

Would you like to spend nearly US $100 to buy a sports Leggings? Whether you like it or not, as in 2005, driven by Alexander Wang.

After the trend of the street, the high price sweater is a wonder. A product category has to have a pioneer in raising prices, such as the first generation of iPhone ten years ago, or this year's iPhone X.

Under the banner of "science and technology fabric casual wear", the Outdoor Voices, which started in New York, is sportswear infiltrated into everyday wear, that is, the pioneer of the so-called athleisure trend.

OV (they used to call themselves like this) was founded in 2013. In just four years, it has already consolidated thirty million dollars, and founder Tyler Haney has been listed in the list of the thirty most successful entrepreneurs under thirty years old by Forbes magazine. Her success has nothing to do with the refinement and luxuries of the American lifestyle products and fitness industry.

At first glance, the tone of OV is strongly contrasting with other fluorescent or black main sportswear. Dilute coloring and geometric patterns are painted like bottles of bottles and bottles by life, and they are reversed.

It is worth mentioning that OV

It makes people feel unforgettable, which is different from that of any sportswear on the market in terms of softness and elasticity.

The brand atmosphere of OV has no Lululemon breath of cult, and it doesn't make customers feel like joining an exclusive membership club (like the Soulcycle of dynamic bicycle club).

OV's "brainwashing" (or branding) is much more gentle. Taylor's "Doing Things" brand slogan looks relaxed, but it is ambitious. It contains both the sense of movement and the special sports occasion. It is the most accurate interpretation of Athleisure.

Taylor, who is not yet thirty years old, has grown up in Boulder, Colorado. Colorado is the highest peak in the Rocky Mountains. It is an outdoor sports sanctuary. Taylor used to take part in outdoor climbing and skiing activities from childhood. He also played basketball and participated in cross-country training.

Although Taylor is a competitive athlete, she has never been able to convince herself that "faster, higher, stronger" concept of universal sports.

Especially when she was recruited into South Korea to continue track and field training, she began to think that competitive sports might not be the way she wanted to go.

Like many American students who need time to think about life after graduating from high school, she came to New York to spend the "gap year" and finally chose to enter the business and design of Parson Institute of design.

Management major.

Although Taylor has withdrawn from competitive sports, she still loves fitness. She is acutely aware of the fact that there is no design that combines fitness with daily life.

In the streets of New York, there were no women who wore leggings and tank top in the streets. They all talked about the athleisure, but most of them only changed into sportswear when they went to the gym dressing room.

But Taylor firmly believed that fitness should be part of life. Walking a dog, taking a walk, taking a break at noon, doing yoga in a nearby yoga studio, and going hiking in the countryside with friends on weekends is the most comfortable way of daily exercise for her.

So Outdoor Voices came into being. Taylor positioned it as an upscale fitness suit that could be worn in life. Whatever he did in life, he could wear it. Sports functions must have, but quality and style must be as good as advanced garments.

Initially, OV, like the start-up technology company's products, streamlined and refined the needs of users. Taylor, starting from her personal sports experience, developed several core sports products such as leggings, navel vest, Sport Bra and long-distance running pants.

Although Parsons did not directly learn costume design, Taylor inspired her interest in hi-tech fabrics. When she was in college, she visited specially the fabric factory for Nike and Lululemon and participated in the conference of hi-tech fabric industry.

OV is a rare brand that likes to study high-tech materials, and also likes to apply traditional materials to sportswear. For example, last year's beautiful Nuo wool blended vest and running trousers were used for sportswear design.

Taylor is often compared to founder Weiss Emily Weiss, the founder of the beauty brand Glossier. The similarities between the two new generation fitness and beauty brands are that they may not have the ability to design, but they can see the current market vacancy and find their own customers.

If the target group of Glossier is a cool girl who doesn't like trouble, OV's target customers are successful people who like to exercise but do not plan to practice too much. These customers are often young and promising, even though they do not want to sacrifice fashion in their pajamas and sportswear choices.

Taylor said that if Nike is dedicated to sponsoring professional athletes, we are sponsoring leisure sports.

The designers she invited came from Alexander Wang, Calvin Klein and Lululemon. They had great understanding of the fashion superposition function.

Soon, OV's product was sold at a boutique boutique in London, which attracted the attention of Jenna Lyons, the former J.Crew president of the local business trip. The J.Crew, which was also in the ascendant, began selling OV, which was only the beginning of the rapid success of OV.

It is amazing that OV did not spend any money in marketing at the beginning of their founding. They found the most successful partner in New York's Man Repeller.

In 2015, they launched the MR X Outdoor Voices kit. Man Repeller is a fashionable personal website with few humour as a signboard but not satirical win. It supports the relaxed and interesting topic with mature text and visual design. Now it has developed from young Leandra Medine into a media brand. MR and OV are not close relatives in brand promotion.

One of the investors in OV is the very thought of the French advanced garment brand, A.P.C..

They can get on with OV because they are both introspection in their product categories.

A.P.C., who reconsiders the fashion circle of entertainment and publicity, is based on the design of Jane. One of the founders, Jean Touitou, believed in his youth political belief that he was a rebel person all his life. He often said publicly that fashion circles were too noisy.

A.P.C. hopes to make advanced garments that can be worn everyday, and be comfortable and elegant in fashion and fashion.

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A.P.C. is also one of the first French brands to understand Athleisure. In Paris, it is rare to wear fitness clothes. When they wear them everyday, they move to New York to make a show. They have worked with Nike for joint sports shoes before. They also support independent designers very much. They helped women dress designer Vanessa Seward start their own brand from the joint series.

OV is a rebellion against the sportswear industry, which has been working hard.

OV advocates a relaxed Fitness Lifestyle, which is stripped of competitive pressure. Fitness should be a pleasant social interaction. It is a good opportunity to get to know the neighbourhood of the community. Taylor likes to use the analogy that "OV is a friend who will bring you snacks together."

This is very different from the fitness mentality of the beginning of long distance running to the marathon. We should not deceive ourselves. Moderate exercise is the habit that most people can maintain for a lifetime.

According to the world clothing and shoe net, the joint series of A.P.C and OV is now coming out every season.

OV has made up for the sportswear Department of A.P.C., and A.P.C. has expanded the vision of OV designers to the classical profile besides investment.

OV and the Glossier mentioned before are all the best brands in the Internet age. There are many similarities between them. The most important thing is the network communication skills. Compared to the social platform, the user experience of the website is not enough. The user experience of the website is more reasonable than before. Especially when there is no capacity to set up a physical store and there is no capital to carry out advertising marketing, the electronic sales platform has the functions of user pformation such as shopping guide and marketing, in order to establish brand loyalty in the guests' hearts by providing a complete information and thorough service experience.

OV seldom promotes sales because they believe their products are unique.

On the website of OV, guests can select materials, but the names of fabrics are edited, such as nylon mesh, embossing, etc., and will never be confused by common chemical names.

It can be seen that what OV wants to do is soft guidance different from hard sales.

First of all, consumers who are not familiar with OV are not material controls. However, providing this screening function is equivalent to showing OV different from other sportswear brands, because most of the material of clothing brand is even marked on the website, and most of them choose folding design.

Although OV has thrive in New York, the first entity store is located in Austen, Texas, where the annual science and technology entertainment festival is held in southwest SXSW. It has attracted many creative people to live long.

For a small brand in a pioneering stage, it is a prudent choice to avoid the soaring store rents in the lower part of New York.

Before opening its first official store in New York, OV opened a quick flash test in Soho District in the holiday season of Thanksgiving christmas new year in 2015.

Later, the location of the store was located on the Centre Street not far from the same community, next to a yoga classroom.

Like the flash shop, the visual design of the store is entirely responsible for Taylor's friend Ana Kars.

Anna is from Serbia and now lives in New York. She is an artist, a model, and a furniture designer.

Taylor liked her furniture design so much that she invited her to cooperate in matching the furniture and product design with geometric shapes.

In addition to men's and women's clothing, OV shop in New York also sells some dog strings according to local conditions. Taylor himself is a dog lover. In the store, he can find the nutritional powder of Losangeles popular juice health brand Moon Juice, which is the embodiment of Taylor's constant emphasis on the value of the physical store community.

OV launched last year's yoga bricks and invented the unconventional triangles. The choice of materials also abandoned traditional foam plastics and used cork.

OV employees go to Chinatown's popular yoga Sky Ting practice every week, play games in the community outdoor basketball court, and often do fitness activities in the community to invite consumers to participate in yoga activities such as roof sunrise.

This is the relaxed Doing Things of Outdoor Voices, which is based on the daily spirit rather than the brand spirit of the gym.

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