×
56 820
Fashion Jobs
BANANA REPUBLIC
E-Commerce Merchandising Coordinator, Banana Republic Japan Online (Remote)
Permanent · San Francisco
LULULEMON
Assistant Manager, Operations | Wellesley
Permanent · Wellesley
LULULEMON
Assistant Manager, Operations | s. Galena Street (Aspen, CO)
Permanent · Aspen
LULULEMON
Assistant Manager, Operations (Contract) | West County Center
Permanent · St. Louis
MACY'S
Asset Protection Captain, Fresno Fashion Fair - Full Time
Permanent · Fresno
MACY'S
Asset Protection Detective, Visalia - Full Time
Permanent · Visalia
MACY'S
Asset Protection Detective, Boynton Beach - Full Time
Permanent · Boynton Beach
MACY'S
Asset Protection Detective, White Marsh - Full Time
Permanent · Nottingham
MICHAEL KORS
f/t Sales Supervisor, Christiana Mall
Permanent · Newark
NORDSTROM
Assistant Manager - Specialty Coffee - Grove at Farmer's Market
Permanent · Los Angeles
NORDSTROM
Asset Protection - Agent - San Leandro Rack
Permanent · San Leandro
NORDSTROM
Asset Protection - Security Ambassador - Towson Town Center
Permanent · Towson
ROSS STORES
Store Protection Specialist
Permanent · Englewood
ROSS STORES
Store Protection Specialist
Permanent · Pembroke Pines
MACY'S
Asset Protection Detective, Lakeforest - Full Time
Permanent · Gaithersburg
MACY'S
Asset Protection Detective, Easton - Full Time
Permanent · Columbus
MACY'S
Asset Protection Detective, Auburn - Full Time
Permanent · Auburn
MACY'S
Asset Protection Detective, Santa Anita - Full Time
Permanent · Arcadia
TJ MAXX
ft Loss Prevention Detective Now Hiring
Permanent · Hartsdale
TJ MAXX
ft Loss Prevention Detective Now Hiring
Permanent · Yonkers
ADIDAS
Senior Specialist, HR - Covid Pmo - Limited Duration (Until End of Year)
Permanent · Portland
ADIDAS
Senior Director, Sport Brand Communications
Permanent · Portland
Translated by
Barbara Santamaria
Published
Sep 10, 2018
Reading time
3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Oysho launches first boxing range with Everlast

Translated by
Barbara Santamaria
Published
Sep 10, 2018

Oysho is expanding its activewear offering with the launch of a capsule collection dedicated to boxing. Joining other lines aimed at yoga, running, surfing and skiing, the capsule range takes the brand’s differentiation strategy one step further into the activewear segment. Historically known as one of Zara’s sister brands, Oysho has quietly expanded its sportswear range from a few basic garments to a full collection of performance clothing.


Oysho Gym Boxing - Oysho


The capsule collection developed with Everlast, a boxing clothing specialist, features a series of performance items designed for high intensity workouts, flexibility and ease of movement.

The line includes a laser cut top, basic shirt, sports bag, short puffer jacket, Bermuda shorts and leggings. All pieces have the collaboration’s slogan ‘One More Round’ emblazoned in bold letters. Mauve is the main colour. Accessories such as gloves in white or black, skipping rope, professional boxing gloves and a pair of black boots with gold details round complete the collection. All items will go on sale this Monday in selected stores and online.

THE ACTIVEWEAR STRATEGY: FROM EVENTS TO HERO PIECES

With the launch of the new capsule collection, Oysho is strengthening its market positioning strategy, distancing itself from other lingerie and homeware brands with the aim of becoming a leader in other niche markets. When it comes to lingerie, the brand relies on simplicity, compared to the provocative designs of other brands such as Italy’s Intimissimi.

Along the same lines, its marketing strategy is discreet. Far from seeking the support of countless social media influencers and a minimal investment in catwalk shows, the brand prefers to host sports events such as yoga classes and surf-inspired fitness workouts. This is a completely different marketing approach compared with rivals Women’Secret and Etam, which showcase their latest collections with glitzy catwalk shows. Just last week, Intimissimi held such a show in Verona.


Oysho



Instead of following the rest with heavy investments in massive media events, Oysho has preferred to change the rules of the game and move towards sportswear and healthy lifestyles. Whilst the majority of Inditex brands have introduced sportswear to capitalise on the streetwear trend, their ranges are less technical than Oysho’s. Currently, the brand sells trendy and performance-led pieces through limited edition collections. Although limited, they are well-designed and build an essential wardrobe for sports enthusiasts alongside hero pieces. These collections demonstrate the brand’s commitment and its wish to present an alternative to the French brand’s sexy outfits. From neoprene wetsuits to performance looks for skiing, the new addition of boxing gloves reveals that Oysho wants to be taken seriously when it comes to sportswear.

Coinciding with the launch, the brand will open an Oysho Sports Hub, a pop-up gym, in Madrid this week. From 10-14 September, the pop-up will host a series of sports events and classes such as boxing, surf’s up, fitness ballet and active yoga. A special masterclass by Joana Pastrana, the current champion of minimumweight boxing, will explore the art of boxing on 11 September at 7pm.

Copyright © 2022 FashionNetwork.com All rights reserved.