Consumer insights · Buying behaviour
Buying behaviour
for Alo Yoga
Turn awareness into purchase — by reframing who Alo speaks to, where they show up, and what the brand says.
01 / The challenge
Alo has strong awareness and wellness associations,
but half of respondents see it as overpriced,
and influencer-driven awareness isn't turning into purchases or social follows.
02 / Audience
Wellness-conscious consumers
aged18–34
(Gen Z and young professionals)
Particularly Instagram and TikTok users
What the research told us
Five insights that shaped the brief
Social is the front door
82% use Instagram and 69% use TikTok; social media is the #1 discovery channel at 34%.
Wellness, trendy, premium
66% associate Alo with a wellness and yoga lifestyle; 57.6% call it “trendy” and 51.8% “high quality”.
Price perception blocks the sale
50.6% describe Alo as “overpriced” — the clearest conversion barrier in the data.
Influencers shape views, not carts
71% say influencers shape perception, yet only 24.7% are likely to buy after seeing influencer content. Fitness creators have the most impact (32%).
Warm prospects are the win
30.6% are interested but haven’t bought yet — the top-priority conversion target.
How we learned it
Mixed-method research design
Desk research
Category, brand and competitor context to frame the buying journey.
In-depth interviews
Qualitative depth on discovery, perception and purchase barriers.
Survey · n=85
Qualtrics survey quantifying channels, associations and intent.
What People Are Saying
IDENTITY FIRST
“It feels like a clean-girl uniform... I feel organized even if my life isn’t.”
— ZoeEMOTIONAL PULL
“I feel more confident and put together when wearing Alo.”
— AmberVERSATILITY
“If I can wear it to the gym, then class, then dinner, then I can justify it”
— MarcusQUALITY
“It makes casual wear more defined without compromising the comfort”
— Shiro
Buying Behaviour Journey
Ideal target audience persona
Psychographic-led
Meet Alyssa.
25, single and originally from LA. Now living in NYC for her job in marketing.
Moved for work. Frequently goes back for holidays.
College educated
Communications / Psychology / Paralegal
Career
Marketing / Administration / PR
A day in her life
Matcha first
A matcha latte.
Time to move
Early morning gym or yoga.
Work mode
Heads into the office or works from home.
Cat mum
Looks after her cat at home.
Online behaviours
- Active on Instagram and TikTok
- Follows wellness influencers
- Online shopping addiction
Hopes and dreams
- A healthy and balanced lifestyle
- Travel
- Become a fitness influencer
Making her life easier
- Quality clothes
- Coupons / discounts
- Free time
03 / The big idea
Reposition Alo’s message
From
“High-performance yoga wear worn by celebrities”
To
“Your wellness identity, wherever life takes you.”
Alo / Strategic direction
Everyday wellness.
Lasting value.
cite fitness influencers as most impactful
perceive Alo as overpriced, but still aspire to it
associate Alo with wellness
Fitness credibility
“Performs across your day”
- Built for real routines, not just studio moments
- Fit, durability, sweat performance
- Not just how it looks but how it works
Price = long term value
From “premium = expensive” to “premium = worth your time”
- Cost-per-wear logic
- Durability + longevity
- Multi-functionality
From aspiration to relatability
“Your everyday version of wellness”
- Consumers are attracted to aspiration but feel it’s too polished
- Imperfect routines
- Real student / young professional lifestyles
Male narrative
“Clean, functional confidence for men”
- Subtle status (not loud branding)
- Performance credibility
- Multi-context use (gym, class, social)
