Low-cost activewear brand Set Active opens first store in Los Angeles
Set Active has just opened on Melrose Place, in West Hollywood. The activewear brand founded four years ago by the designer Lindsey Carter and which sells bras, leggings, shorts and hoodies at low prices, is making its Los Angeles debut with the new store.
For its first address, the brand has signed a partnership with the company Leap, a platform that offers a turnkey solution for the opening of a boutique, including retail, design, operations and technology, and is already working with stores as Globe Trotter Melrose, Sand Cloud and Birdies in Venice.
For Set Active, the Leap team imagined an immersive entrance in a 640 square-foot space with a giant screen showing the brand's campaigns, a large marble table and a wall of Polaroids showing the brand's different models during shooting sessions. Inside, a central table, also in marble, under a neon sculpture, and racks lining up, by color, the different lines of the brand.
Scrutinized by the men of the Leap platform, computer taped to the arm, analyzing the number of customers per square meter, and the number of sales per minute, and acknowledging, by the way, not knowing the history of the house, Set Active's first store transforms the customer experience into a real laboratory experience.
Primarily produced in China, Set Active collections offer its products at low prices as $64 for a bra, $80 for shorts and $139 for a hoodie.
A social media specialist, who has worked for Trendera, Maddie and Mackenzie Ziegler, and at the origin of the social network strategy company, Elle, Carter is betting on the community spirit to attract her customers, and on powerful marketing via social networks; obviously lacking soul and real story-telling.
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