Alo Yoga presents first ready-to-wear collection NFT at New York Fashion Week

Dive briefs:

  • Consumer athletic brand Aro Yoga unveiled its first holiday ready-to-wear collection at New York Fashion Week on Saturday, according to a press release shared with Retail Dive. The event allowed attendees to try on new clothes via his AR mirror powered by her Snaps.
  • Alo Yoga’s latest capsule, called the Aspen Collection, is inspired by winter sports athletic wear and luxury, according to the release. Prices range from $54 to $1,425, including floor-length faux-fur jackets, ski suits, and ribbed cashmere sets.
  • The brand has also released its first non-fungible token based on the collection through a partnership with Web3 company MoonPay. Customers who purchase from the new collection will receive a verified NFT with exclusive benefits such as a personalized shopping experience and access to Alo’s Wellness Club.

Dive Insight:

As it expands its product offering, Alo Yoga joins the trend for retailers to associate NFTs with real loyalty rewards. The Aspen Collection offers a new type of incentive for guests looking for exclusive benefits.

“To be able to experiment with collections in real time via AR and receive immutable certificates. Ownership not only enhances the buying experience, but also enhances credibility. We create building blocks that ensure the transparency and security of our products and extend their lifespans. We provide value and rewards to our most loyal customers,” said Angelic Vendette, vice president and head of marketing at Alo Yoga, in a statement.

The brand’s tech-driven New York Fashion Week event adds to its list of digital initiatives.Aloyoga started Acceptance of cryptocurrencies Online payments will be available in June, allowing employees to receive full or partial pay in currency. DTC dealers Partnership with Roblox In February, we opened a virtual Alo Sanctuary where visitors could receive a digital yoga mat to participate in a meditation retreat.

NFTs are increasingly tied to exclusive brand perks.sports brand puma Launching NFTs You can redeem your limited edition physical sneakers through the Metaverse experience at this year’s NYFW.Prada has announced plans to implement in June monthly product drops This includes NFTs that allow customers to access exclusive benefits. luxury jewelry brands Released by Tiffany A limited number of 250 CryptoPunks NFTs were made available to customers in August, complete with a matching necklace based on the NFT’s design.

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