2023-12-07 01:33:00
Action Wear prepares its arrival in New York with pieces of sportswear for exercise. The Action Black division seeks to “empower” women who want to wear clothing for sports that is also for casual use.
It should be noted that these garments fall into the athleisure division, a market valued at US$306.6 billion in 2021. and according to Grand View Research, it is expected to grow at a compound annual growth rate (Cagr) of 8.9% between 2022 and 2030. Which would mean that it would have a value of more than US$660,000 million by 2030.
The management team of this company managed to understand and create a product that will represent them as entrepreneurs. Its Project Development Manager Natasha Valencia assured that they sought to position themselves “as the choice for women who are looking for growth and self-improvement, in fact, more than a sportswear brand, it is a lifestyle.”. AW, it is a trend for those women who decide to have everything they want, including wearing comfortable clothes and always looking good.”
“We have a principle and that is that when people look good and feel good they are able to express their maximum potential, and that is what we seek to convey with this brand. In addition, we aim a lot at the female market, to highlight the figure of women, of Latin American beauty, without forgetting how relevant their values are and how they feel”, adds the directive.
On the other hand, the Chief Financial Officer and co-founder, Daniela Arboleda, stated that, although AW began to be planned in the year of the pandemic, they went on the market in May of this year, and to date, under an omnichannel strategy, the which one they gave you “strengthens” its digital channel as well as its 11 physical offices immersed within the Action Black ecosystem, they have achieved results with growth of more than 400%.
Additionally, thanks to the expansion process that Action has planned for 2024, this brand plans to begin operating in markets such as Mexico, United States and Spain.
Within market research, the inspiration to launch this brand comes from the growing global influence endorsed by celebrities such as Kendall Jenner, Gigi Hadid, Hailey Bieber, Rihanna and Kylie Jenner, among others. In addition, it stands out as a “perfect” set that fuses the best of style with comfort.
“However, most of the brands that are now targeting this trend in the market tend to be very expensive and very exclusive. And that is where we have been promoting an excellent price-quality relationship and we promote the fact that we are a national brand.l”, says Natasha Valencia.
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