With the rise of the athleisure and beauty from within trends, it’s no wonder that women’s activewear has seen major growth over the past few years. Global campaigns, celebrity and influencer posts, and women-focused guided selling features have all played a role in hooking a female audience. However, many brands still have ample opportunity to improve customer retention efforts across digital platforms.
In order to avoid the “one and done effect,” in which a shopper buys a workout outfit or two and calls it a day, women’s activewear brands need to consider all aspects of the customer’s purchase journey. A mobile app offers one way to ensure shoppers remain engaged post-purchase; a few brands, including Nike and Under Armour, have already spent millions of dollars cultivating this method. While a large part of the value of these apps lies in gleaning crucial tracking information about audiences, they can also be used to leverage the enthusiastic female audience that peaked in 2015, according to L2’s report on the women’s activewear segment.
Even if a brand is not female-centric, boosting digital engagement tools for women can help stem the revenue drop-off that’s been occurring since 2015. While many activewear apps were initially created to foster communication between buyer and brand, given that women’s activewear currently has much higher potential for revenue than men’s activewear, an app made especially for women could boost sales and open up a wide range of services for this audience. Nike’s app offers a sports bra finder that makes recommendations based on fit and exercise preferences, and in a parallel vein, Australian app “The Healthy Mummy” targets new mothers looking to shed baby weight. Thanks to the personalized attention users receive, they may be more willing to dole out $60 on smoothies.