From major companies like QVC to the esports team Immortals, brands this week are using apparel launches to grow their pull with niche audiences.
Peloton introduces private label
Peloton debuted a new private-label brand, Peloton Apparel.
The popular fitness platform began selling apparel in 2014, but, historically, these drops have been limited to seasonal and cultural collections designed in collaboration with brand partners. Thursday’s launch, Peloton said, marked its first in which the majority of the collection featured items from its private-label line.
According to Peloton, the new pieces were wear-tested by members, non-members and instructors across the platform’s various fitness modalities. It will include a line of signature, perennial styles that will keep the same fit and fabrics, but appear in new colorways and with unique design elements with each collection drop.
Peloton Apparel offers four fabrics with different functions and benefits. Peloton Cadent Fabric, for example, is a performance stretch jersey in a polyester Spandex blend with a micro-peached finish. Breathable, moisture wicking and designed for comfort and ease of motion, it provides moderate compression that Peloton said is durable enough for all activities. The Peloton Move Mission Fabric, meanwhile, utilizes a high-gauge, “buttery soft” Nylon Spandex Interlock that dries quick and offers moderate to high compression.
“With each collection, we’re offering reliable pieces that support your sweatiest days, your busiest days, your rest days and beyond,” Jill Foley, vice president of apparel, said in a statement. “Our goal with this brand is to enhance our Members’ lifestyles, not just one part of their day.”
The Fall 2021 collection features a mix of men’s women’s and gender-neutral styles and accessories ranging in price from $15-$118. It is available online and in select Peloton showroom locations.
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QVC partners with size inclusivity advocate
On Friday, QVC launched Girl With Curves, an exclusive apparel brand from size inclusivity advocate Tanesha Awasthi.
The debut collection is designed for modern, fashion-forward women “who appreciate a classic style with a contemporary twist,” QVC said. The line features wardrobe staples and statement pieces, including sweaters, cardigans, T-shirts, jeans, skirts, dresses and leggings. Sizes run from XXS to 5X. Per Awasthi’s blog, new designs are planned for the winter, spring and “beyond.”
“My mission is to inspire confidence and celebrate curves in every size,” Awasthi said in a statement. “Girl With Curves is polished but practical, elevated yet effortless—it’s a modern take on classic fashion made to fit and flatter curves of all shapes and sizes.”
Awasthi created the Girl With Curves in 2011 as a style blog. According to QVC, she leads a community of more than 1 million followers across her blog and social media channels.
“Tanesha Awasthi is the future of inclusive fashion,” Rachel Ungaro, QVC’s vice president/general merchandise manager of apparel, said in a statement. “Her collection is inspired by her own life experiences with the struggle to find clothes for a curvy figure. I know that many of our customers will have a great appreciation for that.”
Girl With Curves debuted Friday on the retailer’s website and apps. Awasthi will appear live on QVC Saturday for its television debut.
Esports team uses at-cost apparel to deliver fans value
Also Thursday, the esports team Immortals announced the launch of a new line of brand merchandise, Immortals Essentials, with “zero profit pricing.”
The new strategy “furthers the esports organization’s ambition to serve as a credible entry point for fans,” it said. Current merchandise available on the website, it added, has been discounted to align with what it called “Immortals’ accessibility-focused and fan-centric merch strategy.”
Immortals created the collection in partnership with the esports-wear production company We Are Nations. The unisex line includes T-shirts, hoodies and hats and is priced from $17-$40.
“We want to consistently deliver value back to our new and existing fans, rewarding them for their passion and loyalty,” Immortals president and chief commercial officer Jordan Sherman said in a statement. “Offering an enhanced product with zero profit and passing the savings on to these fans allows us to do just that.”