Peloton’s Apparel Game Plan Expands into Nordstrom Marketplace

Peloton opens a new chapter in its apparel marketing story as it pilots a new partnership with Nordstrom Marketplace, “meeting members where they are” by making private label apparel available at the popular online retailer, according to Jen Cotter, Peloton’s Chief Content Officer.

Peloton’s Fashion Forward Strategy

Peloton’s decision to partner with Nordstrom is a strategic move aimed at widening its apparel audience. By integrating into Nordstrom Marketplace, Peloton aims to raise brand recognition among those who might not be Peloton members yet, by attracting new customers who might not have considered their apparel otherwise, as well as make purchasing easier for those who are.

The Men’s Line Drive

While Peloton’s membership boasts a significant female demographic, the brand is keen to focus more on men’s apparel. The rollout of a robust marketing campaign featuring NFL players T.J. and J.J. Watt signals this shift. The campaign is designed to resonate with a male audience, showcasing Peloton as a brand that fits into both casual and active lifestyles. From gym to office, Peloton is creating apparel that men can wear comfortably anywhere. Will this new Nordstrom partnership help propel sales forward in the men’s demographic? We’ll see what the holiday numbers reveal soon!

Peloton has Long Been a Place Where Fitness Meets Fashion

Peloton’s apparel story began with collaborations led by Jill Foley, wife of Peloton’s founder, John Foley. Initially, these partnerships were sidelined as the brand focused on building its own name in the fashion world. Under Jen Cotter’s leadership, collaborations have made a strong comeback, proving to be immensely popular among Peloton members. Brands like Spiritual Gangster have joined forces with Peloton, creating pieces that members are obsessed with. Recently, Peloton has teamed up with GoodPark NYC and Redvanly, adding a trendy touch to their collection. These collaborations are not just about adding style, but are also about aligning Peloton’s brand with other lifestyle brands. Peloton’s primary apparel partner remains Lululemon, with whom they share a rich partnership offering co-branded events and fitness experiences. This approach of connecting with audiences through apparel and events is a strategy that Peloton is working to expand.

Will Nordstrom Nail It?

By partnering with Nordstrom, Peloton isn’t just selling clothes in a new platform; it’s making a statement about its brand evolution. This strategy signifies a continued shift towards its goals of being an inclusive lifestyle brand. By broadening their apparel reach through this private label expansion, Peloton further enables members and nonmembers who crave the brand connection through their fashion choices to do so seamlessly and at a friendly price point.

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