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Alo Yoga Launches Immersive Virtual Reality Shopping Experience

Alo Yoga Launches Immersive Virtual Reality Shopping Experience

A brick-and-mortar Alo Yoga
The studio-to-street activewear company says its virtual store will allow it to share Alo Yoga’s spring launch and core collection with its new and existing community

Alo Yoga has unveiled a digital shopping experience and has teamed up with experiential e-commerce platform Obsess. The immersive virtual store, which users can discover on desktop, mobile, or the Meta Quest 2 VR headset, is now available to visit.

The activewear and lifestyle brand’s shopping experience includes virtual reality integration, digital styling capabilities, streaming beauty and wellness tutorials, and workout classes. 

“The immersive virtual store powered by the Obsess platform will help us reach and engage the Alo community wherever they are and allow us to share our Spring launch, along with our core collection, in a 3D environment that feels unbelievably similar to shopping in one of our stores in real life,” said Angelic Vendette, VP & Global Head of Marketing at Alo.

The Los Angeles-based lifestyle brand launched in 2007, specializing in luxury activewear. Visitors to the virtual Alo Yoga store can browse and shop Alo’s activewear collections, interact with content, and create custom outfits. Select workout videos from the Alo Moves fitness platform, usually only available to paid subscribers, are also featured.

One fitness video in the Alo Moves section of the virtual store provides a 20-minute Bodyweight Barre Thrive class. Visitors can opt for a quick workout or shop the virtual room for Warrior mats, yoga blocks, and Bend It yoga wheels.

Danny Harris, Co-Founder and Co-CEO of Alo Yoga, remarked that interactive shopping experiences that incorporate VR are the “future of e-commerce.”

“They are an exciting new way for a visionary brand like ours to reach and engage our community while transporting them directly into our world,” Harris added.

Harris co-founded Alo Yoga with Marco DeGeorge. The luxury activewear brand prides itself on creating technologically advanced yoga clothing and ensures its production is sweat-shop free.

“We’re excited to see the impact of this experience,” said Anand Dass, Director, Metaverse Content Applications at Meta. “Obsess is transporting the digital storefront into virtual reality, and we are looking forward to learning how this could change the way consumers shop.”

While Alo Yoga enjoys a celebrity following like Kendall Jenner and Gigi Hadid, and the activewear brand could have easily paired up with Instagram influencers, Alo Yoga has remained true to its yoga roots. The brand only features yogis who engage in asanas, or physical yoga poses on its social media pages. 

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It’s a marketing decision that has paid off.

“We have a Gigi Hadid or Kendall Jenner or these other people wearing the Alo brand, but we still are very true and authentic to who we are,” Harris told Fashionista in 2017. “We really are just about yoga and it’s neat that our community is inspiring these people to wear our clothes. Normally it’s the opposite. Normally it’s the celebrity inspiring the other people to wear it.” 

At the close of last year, Alo Yoga announced it added six more store locations, including Scottsdale, Arizona, and Manhattan Beach, California.

Alo Yoga’s digital shopping experience can be viewed here.

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