There was a time when stores used cocktail parties and pocket fashion shows to promote themselves. Now, health lifestyle craziness is making marketing specialist to trade drink and canapés for energy juices and collective workout.
No one is predicting the end of launch parties (classics are classics), but there’s a new movement which has been slowly taking over promotional actions. Open invitations to workout classes held in a store or a special location are a great way of getting attention these days.
People are crazy about collective workouts. I can’t remember a time where my newsfeed wasn’t filled with photos of my friends running marathons or with smiling faces with a symbolic medal afterwards. Maybe it’s the king of incentive people needs these days to workout, a chance to share their physical accomplishments.
That explains the recent boom of promotional workout classes. Here in Brazil, the corner of the world, we recently had Glamour magazine offering a celebrity workout class at a park and a major shoes store promoting the summer collection with an aerobics class.
This trend seems strong. Lululemon – athletic apparel company – is offering a yoga class at Saatchi Gallery on January, 14th to promote a new store opening. The perfect chance to wear the sportswear trend while looking at cool art.
In Paris, French Vogue is offering a Voga class at Colette. In case you don’t know, Voga is inspired by Madonna’s Vogue choreography and mixes yoga with dance steps. That is new, right?
The question is: are you in shape to attend all these fashion events?