Yoga Shoppers Moving Towards Boutique Brands Versus Big Box Manufacturers

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Customers experiencing a lack of quality from large manufacturers such as HardTail and Lululemon, a new wave of shoppers are putting their money towards smaller design firms to get more bang for their buck. These boutique brands have proven their rapid popularity on Evolve Fit Wear ( as they focus on customized fit, quality fabrics and sustainable practices.

Evolve Fit Wear- Athletic Clothing Boutique

The larger a company becomes, the less attention they put into the quality... customers notice this right away and and find a replacement brand that meets their standards

Evolve Fit Wear has been an online boutique that specializes in active/ yoga wear for just over three years. The site on average gets over 200 visitors per day from shoppers specifically shopping for a particular brand. From the 15 brands carried on the site, ninety percent of the business comes from sales from Omgirl, Pink Lotus or Tyoga. Surprisingly, Prana, is the largest brand that is carried on their site, remains to be the lowest grossing in sales. Kyla Smith owner and buyer believes that the cycle of manufacturing is directly associated with quality. She states, “The larger a company becomes, the less attention they put into the quality of the fabric, patterns and wearability for the end consumer. Customers notice this right away and find a replacement brand that meets their standards.”

A growing trend in the marketplace is organic cotton. It is now Evolve Fit Wear’s #1 most searched keyword with over 100 searches per day. Of the sites top brands, all share this communality of only manufacturing using organic cotton. The benefit for the consumer is both the fact that it is better for the environment, softer on the skin and results in less irritation that is caused by harmful chemicals. “People may feel better in organic clothing, but also marketers have spent millions of dollars into promoting organic everything- from food to clothing”, Kyla states. Based on the growing popularity of organic cotton, the site is only buying brands that use eco-friendly fabrics. New brands recently introduced this past year are Hyde, Soybu and Green Dragon. These companies are not only sticking to organic cotton but are thinking outside the box- experimenting with new textiles such as Modal, Soy and Bamboo.

Previously known as Evolve88, the company was started three years ago by now 27 year old Kyla Smith, who started pop-up-shops in Spectrum locations in the Los Angeles area. She would bring in racks of clothes high-end gyms for about 3 days a week and sell to the gym members. She is now focused on sales coming thru the website and is experiencing a 300% increase from last years business. Encouraging news for an entrepreneur in a competitive market and tough retail climate.


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