2026年上半年全球奢侈品牌分析12026

GLOBALLUXURY

BRANDANALYSISH12026

Dior

2

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>Understandyourcompetition>Anticipatemarkettrends>Driveinnovationstrategies

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JJUMPIN…

4EXECUTIVESUMMARY5ACTIVATIONSOVERVIEW7GLOBALTRENDS

FASHION

&LEATHER

GOODS

10

PERFUME

&COSMETICS

18

WATCHES

&JEWELRY

25

SPORTS

&LIFESTYLE

31

40APPENDIX

LESSNOISE9MOREMEANING:LUXURYRESETSITSENGAGEMENTPLAYBOOK

LuxuryenteredH12026inagradual,unevenrecovery,withBainforecasting2–4%growthinpersonalluxurygoodsfortheyear.Luxurynsight’sLYWatchrecorded4,931brandactivations,a14%increaseyear-on-year,comparedwitha2%declineinH12025.Throughoutthesefirstsixmonths,growthhasbeenconcentratedinhardluxury,withjewelryleadingcommercialmomentum.Lookingatcategories,Watches&Jewelryledactivationgrowth,increasing39%(withwatchesspecificallyup45%*,despiteamoremixedwatchmakingmarket,withSwisswatchexportvaluedeclining0.7%inH1),aheadofBeauty(+7%)andFashion&LeatherGoods(+4%).Beautyremainedthelargestcategorybyactivationvolume,butbothsectorslostshare.

Geographically,activationsgrewstronglyinEuropeandNorthAmerica,whileChina-basedactivitydeclined20%.Ascommunicationgainedweight,brandscombinedselectivepricing,refreshediconsandseasonaltimedofferswithdeeperexperientialengagement(CNY,Ramadan,etc.)inanincreasinglychallengingandcompetitivemarket.

Againstthisbackdrop9ourH1analysishighlightsthefollowingkeyshiftsinbrands’strategiestoregaingrowth.

PricingRestraintMeetsaReturntoProvenProducts

Trackedbagpriceincreasesslowedto+2.1%,theirsoftestpaceinfiveyears.Currencyaddedtothedivergence,aheadwindmostoftheyearthatturnedsupportiveinChinaandKorea,butnotinJapan.

Inparallel,housesrevivedarchivedesignsandrefreshedcorecollections,fromLouisVuitton’sMonogramtoSaintLaurent’sMombasaandOmega’sSeamaster.Archivalreissuesalsocreateopportunitiestocapturedemandflowingtothesecondhandmarket,bringingsought-afterdesignsandinatthesametimetheassociatedspendingbackintobrands’ownchannels.

Chinashiftstowardmoreselective,immersiveactivations

China’sactivationtrendsdivergedbycategory:Fashion&LeatherGoodsdeclined8%andBeauty26%,whileWatches&Jewelryincreased21%.Yetthemarketstillrepresentedapproximatelyone-fifthoftrackedluxuryactivity.ChineseNewYearillustratedamoreimmersiveapproach,withheritage-sitetakeoversandlocallyrootedexperiencesextendingbeyondthemedcapsules.Alongsideretail’sgreaterweightintheactivationmix,theseexamplessuggestafocusondepthofengagement,evenasoverallactivationvolumesdeclined.

Theactivationmixshiftstowardexperiencesandculturalrelevance

CommunicationtookalargershareofactivityinBeautyandWatches&Jewelry,withBeautybrandsplacinggreateremphasisonevents.Hospitality,wellness,sustainedsportspartnershipsandlocalcelebrationsprovidecomplementarysettingsforengagement.Festive-calendaractivationsrose123%,asbrandscombineddedicatedproducts,regionalambassadorsandimmersiveexperiencestocreatepurchaseoccasionsaroundChineseNewYear,RamadanorevenuntappedeventslikeThailand’sSongkran.

NewChallengersWidentheField,EspeciallyinBeauty

KoreanbeautyandGulffragrancehousesareexpandingthroughinternationaldistributionanddistinctiveproducts.KoreanbeautyexportstoEuropereached$1.6bninH1,whileAmouagerecordedretailsalesgrowthof74%.Inparallel,brandssuchasAloYogaareextendingfromactivewearintoaccessoriesandwellnessexperiences,illustratingtheconvergenceofluxury,sportandlifestyle.Establishedhousesfacecompetitionfrombothnewgeographicentrantsandbrandsexpandingbeyondtheiroriginalcategories.

4

*AccordingtodatafromLYWatchReportH12026

H12026OVERVIEW:HARDLUXURY9HIGHERVISIBILITY

PERFUME

&COSMETICS

2,118ACTIVATIONS

FASHION

&LEATHERGOODS

1,354ACTIVATIONS

WATCHES

&JEWELRY

55%21%

24%

Differencevs.H12025

-4POINTS

COMMUNICATION

RETAIL

4,931ACTIVATIONS*

1,459ACTIVATIONS

30%

+39%

22%27%58%26%

27%

+4%+7%

+14%compared

withH12025

51%16%

Differencevs.H12025

-2POINTS

Differencevs.H12025

+1POINT

PRODUCT

PRODUCT

PRODUCT

43%

Differencevs.H12025

-3POINTS

+14POINTS

COMMUNICATION

COMMUNICATION

+1POINT

FASHION&LEATHERGOODS

+6POINTS

RETAIL

RETAIL

-12POINTS

-2PONTS

-2POINTS

PERFUME&COSMETICS

-3POINTS

WATCHES&JEWELRY+6POINTS

H12026growthconcentratedinhardluxuryandbrandcommunication,againstabroaderluxurymarketstillrecoveringgradually.W&Joutpacedothersectorsonstrongercategorymomentum.P&Cremainedlargestbyvolumebutshiftedsharplytowardcommunication(+14pts),whileF&LGremainedbroadlystable.Acrosssectors,communicationgainedweightasbrands

prioritizedvisibilityanddesirability.

5

*Activations:withintheLuxurynsightframework1includeallinitiativesbyabrand1coveringproducts1communication1orretail.

6

QUARTERLYACTIVATIONSBYGEOGRAPHY

Global(excl.China)China

Q2:18%

ofChina-basedactivations

Q1:23%

ofChina-basedactivations

2436

1869

567

Q1

2495

Q2

2046

449

H12026showsacalendar-drivengeographicrebalancing.Chinagssharefellfrom23%inQ1to18%inQ2,afteraChineseNewYear-heavyfirstquarterandlighter520activity.Meanwhile,globalactivationsrose9.5%QoQ,supportedbyadenseQ2calendaracrossdesign9cultureandsport.TheshiftsuggestsmoreselectiveactivationinChina,notamarketretreat.

H12026OVERVIEW:WESTACCELERATES9CHINARECALIBRATES

QUARTERLYACTIVATIONSBYSECTOR

Fashion&LeatherPerfume&CosmeticsWatches&Jewelry

27%

32%28%

29%

25%

24%27%

33%

46%

45%45%

41%

Q12025Q12026Q22025Q22026

ThebreadthofactivationgrowthnarrowedinQ2.AllthreesectorsexpandedY-o-YinQ1,butW&JwastheonlysectorstillgrowinginQ2,increasingitssharetonearly1/3ofactivations.BeautygsshareheldsteadyinQ1beforefallingsharplyinQ2,whileF&LGlostshareinbothquarters.ThepositiveH1headlinethereforemasksaweakerQ2forFashionandBeauty,withoverallgrowthincreasinglydependentonW&J.

+8%+94%

+12%

+70%

+26%

+6%

Region-specificactivationgrowthwasincreasinglyWestern-led.Europe(+56%)&NorthAmerica(+70%)setthepace,withEuropeovertakingChina,thankstoacombinationofstrongvisibilitywithcontinuedretail&culturalinvestment.Chinawastheonlymarkettocontract(-20%)yetremainedthe2ndlargestbyvolume.MEAedgedup(+8%),despitedisruption,thoughthelonger-termimpactremainsunclear.

Y-O-YGROWTHINMARKET-SPECIFICACTIVATIONS

EuropeChinaAPAC+NorthAmerica

JapanMEALatamSouthKorea

H12025H12026

+56%

-20%

GLOBALTRENDS

AREPRICESINCREASESSLOWINGDOWN?YES9BUTWITHACATCH

Pricinghavebeenoneofthemaindriversofthepandemicluxuryboomwithpricesoficonicluxurybagsrising45%intheUSbetween2019and2024accordingtoourproprietaryLYpricepanel1.

ShoppershavenoticedwitharecentVogueBusinesssurveyfinding72%ofGenZnolongerthinkthegoodsareworththecost2.ThatbacklashhascompoundedabroadermacrosqueezeasUScost-of-livinginflation,slowerChinesegrowthandMiddleEastgeopoliticaltensionsweighfurtheronspendingandmargins.Againstthatpressure,brandshavestartedtoeaseoffthethrottle.

Pricehikesslowtoafive-yearlowdrivenbyGucci

OurLYPricepaneldataacrossfiveleadingleathergoodsmaisonsinFrance,theUS,China,Japan,KoreaandtheUAEshowsglobalbagpricesupanaverageof+2.1%inlocalcurrencyoverthetwelvemonthstoSeptember20263,thesoftestpaceinfiveyears:+10.7%in2021-22,+7.9%in2022-23,androughly+3.2%ineachofthelasttwoyears.

Gucciwasthissemester'soutlier,pullingtheaveragedownwitha-2.9%averageglobaldecreaseagainsta+3.3%3increasefortherestofthepanel,inlinewiththelasttwoyearsandhistoricaltrends.

HoweverGuccipricedecreasehavetobeputinperspectiveasitwasmoretacticalthanapricedecreaseacrossthefullcatalogue.IntheUS,83%oftrackedGuccibagssawnopricechangeandthedeclinewasconcentratedinahandfulofsteepcuts(DionysusGGSupremeMiniBag,-24%)alongsideoccasionalincreaseselsewhereintherange(OphidiaGGMediumTote,+9%)³,signalingatargetedrecalibrationratherthanafullpullbackinpricingpower.

PricehikeswerethehighestinJapanandKorea

Fromageographicalpointofview,pricesinlocalcurrencywhereflatonaverageinFrance(-0.2%,+1.2%exc.Gucci).InChina(+1.5%,+2.5%exc.Gucci)pricehikesweremoderatedbythestrengthoftheyuanagainsttheeuro(+6.5%betweenSep2026andSeptember2026)whilebrandsincreasedthemosttheirpricesinJapan(+3.2%,+4.9%excludingGucci)andinKorea(+4.8%,+5.4%exc.Gucci).

TheUS(+2.1%,+3.3%exc.Gucci)andtheUAE(+1.2%,+2.9%exc.Gucci)sitinthemiddleastheircurrencyfluctuatedbetweenperiodsofstrengthandweaknessagainsttheeuro.

PRICEINCREASES'LONGCOME-DOWN

LuxuryPanelAverageGlobalBagsPricesIncreaseInLocalCurrency-FullCatalogueLFL

10,7%

7,9%

3,2%3,2%

2,1%

09/22vs

09/21

09/23vs

09/22

09/24vs

09/23

09/25vs

09/24

09/26vs

09/25

Source:LYPricebasedondataforLouisVuitton,Dior,Gucci,SaintLaurent&BalenciagainFrance,USA,China,Japan,Korea&UAE

LypriceInternationalPriceMonitoringPlatform

DevelopedbyLuxurynsight,LYPriceisastrategicpricemonitoringplatformaimingtodecodecompetitors9strategiesandvisualizepricingdynamicsacrossmarkets.Thetoolenablesbrandstomonitorfluctuationsinaveragepriceincreasesbycountry,compareperformanceacrossgeographies,andturntheseinsightsintoactionsthatstrengthencompetitivenessandprofitability.

(1)Luxurynsightpanelof226womenbagsfor13brands:LouisVuitton,Chanel,Hermès,Dior,Gucci,SaintLaurent,Loewe,Celine,BottegaVeneta,Prada,Balenciaga,Fendi,Burberry(2)

VogueBusiness

,

13/02/26

(3)LuxurynsightLYPricepaneldataforBalenciaga,Dior,Gucci,LouisVuittonandSaintLaurentbagsacrossFrance,theUS,China,Japan,KoreaandtheUAE,fullcataloguelike-for-like,September2025vs.September2026.

8

SPORT:LUXURY'SBIGGESTSTAGEOFH12026

+34%

growthin

communication-ledactivationsvs.H12025

Keytakeaways:

•Sportshiftsfromsponsorshiptoownedbrandterritory•Long-termpartnershipsreplaceone-offeventvisibility•Sportexpandsfromvisibilityintohospitalityandretail

InH12026,sportconsolidateditsstatusasoneofluxury’smostpowerfulbrand-equitygrowthdrivers,withaclearshiftinscaleandexecution:sportstoppedbeingsomethingluxurysponsorsandstartedbeingsomethingluxurylivesinside1.

Whatmadetheperioddistinctivewastheunprecedenteddensityofmajorsportingevents,pushingbrandsfromshort-termcampaignstowardlastingpresence.TheMilano-CortinaWinterOlympicssetthetoneinFebruary,with1.2Mticketssold2.RalphLaurenoutfittedTeamUSAforthe10thconsecutiveGames,illustratingthelongevityofsuchpartnerships,whileMonclerpartneredwithTeamBrazilaroundskierLucasPinheiroBraathen.Brandsalsoconvertedrecordtrafficinaffluenthubsintopermanentretailpresence:Omega,PradaandLoroPianaopenedstoresinCortina,whileDiorandLouisVuittonupgradedtheirs.

EventsincludingSuperBowlLX9Roland-GarrosandtheMonacoF1GPwereincreasinglyusedasVICengagementhubs,buildingvisibilityandlifestylerelevance.TheJuneFIFAWorldCuppushedthisfurther.Withofficialsponsorshiprightstightlycontrolled,brandsincreasinglypartnereddirectlywithfederationsorplayers,suchasLoewewithSpainthrough2030,andZalandoandMackagewithBelgiumandCroatia3.Luxuryisnolongersimplysponsoringcompetition;itispositioningitselfasalong-termparticipantinsportingculture.

LOEWELoeweSignsSpainThroughTwoWorldCups

Loewebypassedtournament-levelsponsorshipandsigneddirectlywiththeSpanishFootballFederation,becomingtheofficialoutfitterofthemen’sandwomen’snationalteams3.Theagreementrunsthrough2030,spanningtwoWorldCupsandreinforcingabroadershiftfromshort-termeventvisibilitytowardlong-termculturalassociationwithfootball,nationalidentityandsustainedexposurebeyondmatchday.

ClubLacosteRoland-Garros

LACOSTEX

ROLAND-GARROS

LoroPianaStoreononCortina'sCorsoItalia

DIORXMBAPPÉ

LVbecomestitlepartnerofthe2026MonacoGP

TeamBrazil’sofficialCeremonyuniformsby

Moncler

(1)

Forbes,13/07/26

;(2)

BoF,30/01/26

;(3)

FashionNetwork,26/05/26

&

20/05/26

&

28/05/26

9

FASHION&LEATHERGOODS

F&LG:CHINAWEIGHSONGROWTH9NOTRELEVANCE

20BRANDS

BALENCIAGABURBERRY

CELINECHANEL

CHRISTIANDIORCOUTURE

COACH

GIVENCHY

GUCCI

HERMESPARIS

J.W.ANDERSONJACQUEMUS

KENZO

LOEWE

LOROPIANA

LOUISVUITTONMARCJACOBSPRADA

SAINTLAURENTPARIS

TORYBURCHVALENTINO

CHINA:20%ofactivations

266ACTIVATIONS-8%

vs.2025

Differencevs.2025

+1POINT

PRODUCT

COMMUNICATION

RETAIL

-2POINTS

60%

37%

+1POINT

RETAIL-2POINTS

GLOBAL

1354ACTIVATIONS+4%

vs.2025

22%

27%

51%

Differencevs.2025

+1POINT

PRODUCT

+1POINT

COMMUNICATION

11

F&LGactivationgrowthremainedmodestglobally(+4%).Chinadeclined8%butstillrepresented20%ofsectoractivity1confirmingitscontinuedstrategicweight.Thebiggershiftisinformat:Retailaccountsfor37%ofChinaactivationsversus22%globally1confirmingbrandsstrategiestofavorfewerbutlarger1moreimmersiveflagshipinvestments.Communicationremainsdominantinbothmarkets1whileproduct-ledactivationsplayamuchsmallerroleinChina.

TOP5CATEGORIESWITHMOSTACTIVATIONS*

GLOBAL

TOTAL99%

22%

51%

27%

Total:696activations

VOLUMEYoY

Total:299activations

VOLUMEYoY

PRODUCT

CATEGORIES

Total:359activations

VOLUMEYoY

RETAIL

CATEGORIES

COMMUNICATION

NEWPRODUCT

44%

PRODUCTCOLLECTION

33%

LIMITED-EDITION

11%

PRODUCTCOLLABORATION

9%

EXCLUSIVELAUNCH

2%

NEWPOP-UP

43%

STOREOPENING

39%

STORERE-OPENING

13%

NEWCAFE/HOTEL/RESTAURANT

5%

NEWMARKET

0%

19354

total

activations

CATEGORIES

PRODUCTCAMPAIGN

39%

EVENT

29%

CAMPAIGN

8%

AMBASSADOR

7%

EXHIBITION

6%

TOTAL88%TOTAL100%

CHINA

3%

60%

PRODUCTTotal:7activations

CATEGORIES

VOLUMEYoY

LIMITED-EDITION

43%

PRODUCTCOLLECTION

43%

NEWPRODUCT

14%

TOTAL

100%

COMMUNICATION

CATEGORIES

Total:160activations

VOLUMEYoY

PRODUCTCAMPAIGN

43%

EVENT

41%

CAMPAIGN

8%

EXHIBITION

5%

AMBASSADOR

2%

TOTAL

98%

RETAIL

CATEGORIES

Total:99activations

VOLUMEYoY

STOREOPENING

46%

NEWPOP-UP

29%

STORERE-OPENING

15%

NEWCAFE/HOTEL/RESTAURANT

9%

TOTAL

100%

37%

v

266

total

activations

*Activationtype:Product1CommunicationandRetailIncreaseinvolumeDecreaseinvolume

12

TOP5BRANDSWITHMOSTACTIVATIONS*

GLOBAL

PRODUCT

BRANDS

Total:359activations

VOLUMEYoY

LOUISVUITTON

23%

CHRISTIANDIORCOUTURE

13%

PRADA

6%

BALENCIAGA

6%

GUCCI

4%

TOTAL

52%

27%

51%

22%

Total:299activations

VOLUMEYoY

Total:696activations

VOLUMEYoY

RETAIL

BRANDS

COMMUNICATION

COACH

16%

TORYBURCH

12%

LOUISVUITTON

10%

CHRISTIANDIORCOUTURE

9%

CHANEL

7%

19354

total

activations

BRANDS

LOUISVUITTON

10%

CHRISTIANDIORCOUTURE

9%

PRADA

9%

COACH

8%

GUCCI

7%

TOTAL45%TOTAL54%

CHINA

3%

60%

PRODUCT

BRANDS

Total:7activations

VOLUMEYoY

MARCJACOBS

29%

KENZO

14%

COACH

14%

CHRISTIANDIORCOUTURE

14%

LOROPIANA

14%

TOTAL

85%

COMMUNICATION

BRANDS

Total:160activations

VOLUMEYoY

PRADA

12%

MARCJACOBS

8%

CHRISTIANDIORCOUTURE

8%

COACH

8%

BURBERRY

8%

TOTAL

44%

RETAIL

BRANDS

Total:99activations

VOLUMEYoY

COACH

23%

TORYBURCH

19%

BURBERRY

9%

LOUISVUITTON

7%

HERMESPARIS

5%

TOTAL

63%

37%

v

266

total

activations

*Activationtype:Product1CommunicationandRetailIncreaseinvolumeDecreaseinvolume

13

FROMSYMBOLICLOCALIZATIONTOCULTURALPARTICIPATION

+123%

increaseinfestive-

calendaractivationsvs.

H12025

Keytakeaways:

•Localfestivalsincreasinglybecomestrategicplatforms•Culturalparticipationreplacessymboliclocalization

•MENA’s$66BnRamadaneconomyfuelsbrandgrowth

AheadofChineseNewYear2026,luxuryhousesmovedbeyondsimplelunar-themedcapsulestowardsfullyimmersivetakeoversoflocalheritagelandmarks.Valentinostaged“IlluminateYourDream”insidetheTianhouTempleinShanghai1,whileMiuMiutransformedDonghuRoadinto“Encounters:DreamsofLight”2.Loewe,Céline,Prada,FendiandCOSeachanchoredtheirowninstallationsincitylandmarksfromNanjingtoLijiang,reflectingabroadershiftfrom“localized”marketingtogenuineculturalimmersion.LoeweextendedthisplaybookintoSoutheastAsiawithitsfirst-everSongkrancampaign3,timedtoThailand’sAprilwaterfestival.

ThesamelogicextendedtotheMiddleEast,whereMENA9sRamadaneconomyisprojectedtoexceedUS$66Bnin20264,withUAEretailspendingup+10%inthepost-iftarhoursalone5.LouisVuitton,Dior,Valentino,Dolce&GabbanaandJimmyChooeachpairedcapsulecollectionswithregionalcelebrityambassadors,treatingtheholymonthasafull-scalecommercialandculturalmomentratherthanasymbolicgesture.

Takentogether,theseactivationspointtoastructuralshift:localfestivalsarenolongertactical,one-offmarketingmomentsbutarebecomingarecurringpillarofbrands9globalcalendars,runwiththesamerigorasarunwayshoworaflagshipopening.

LOEWEFirst-everSongkranCampaign

ForitsfirstSongkrancampaign,LoewecastThaicelebritiesPimchanokLuevisadpaibul,TawanVihokratanaandPhuwinTangsakyueninPaula’sIbizapieces3.ThehousealsocreatedaThailand-exclusiveDokKhoonleathercharm,referencingthecountry’snationalflowerandturningalocalfestivalintoamarket-specificproductstoryratherthansimplyadaptinganexistingcampaign.

MiuMiu“Encounters:DreamsofLight,”Shanghai

Valentino“IlluminateYourDream”atTianhou

Temple,Shanghai

LoeweSongkranCampaignLoeweYearoftheHorseactivationinNanjing

(1)

JingDaily,10/02/26

;(2)

JingDaily,01/02/26

;(3)

WWD,01/04/26

;(4)

TheMiddleEastInsider,22/03/26

;(5)

ArabianBusiness,23/03/26

14

ARCHIVEREVIVAL:LUXURYgSHEDGEAGAINSTRISK

+73%

inproduct

collaborationsvs.H1

2025

Keytakeaways:

•Archiveiconsbecomealower-riskgrowthengine•DesignWeekbecomesanewarchivestage

•Reissuesbringresaledemandbackin-house

InH12026,thearchivebecamethedefaultinnovationpipeline.Amidcreative-directortransitionsandmacrouncertainty,housesreachedforsilhouettesthemarketalreadyvalidatedratherthanriskanewicon.LouisVuittonstartedtheyearwiththeMonogram's130thanniversary1,GuccireleasedalightweightBamboo19471,andSaintLaurentbroughtbacktheMombasa2;ValentinounveiledanewGaravaniRockstud3andBalenciagarevivedtheLeCity3,demonstratingthatnewnesscomesfromexecution,notinvention.

Thearchivefindsitsownstage:duringMilanDesignWeek(17-26April),4houseschosedesignoverfashionweekfortheirrevivals:Fendire-editedtheBaguetteasthe264244,ChloérevivedChristianAdam'sTomatoChairwithPoltronova4,Armani/Archivioopeneditssecondchapterreproducing1979-1994looks5,andTod'sreinterpretedtheGomminowithfourmastersofItaliandesign5,framingheritageasculture,notseasonalmarketing.

Byrevivingestablishedicons,brandscanalsorecapturevaluethatwouldotherwiseaccruetothesecondarymarket,bringingreneweddemandbackin-housethroughreissues.J.Anderson’sdeparturefromLoewetriggereda488%spikeinsearchesonTheRealReal6foroutgoingdesigns,whileLouisVuittonbroughtMonogramMulticolorebackagainin2026afteritshigh-profile2025re-edition,convertingrenewedsecondary-marketinterestintodirectbranddemand.

TheMombasaBagRevival

InJanuary,SaintLaurentrevivedtheMombasa,theTomFord-erabagfirstlaunchedin2002,preservingitsdistinctivecurvedsilhouetteandhornhandle.Thehousebroughtbackarecognizable,alreadyvalidateddesign,updatingitfortodayandtappingintoreneweddemandforearly-2000sfashion.Thestrategyshowshowarchiverevivalscancombinelowercreativeriskwithimmediateculturalrelevance.

FendiBaguette26424re-editionatPalazzoFendi

Milano

SaintLaurentMombasaBagRevival

ChloéxPoltronovaTomatoChair,MilanDesign

Week

ZendayafortheMonogram130thyear

Anniversary

(1)

WWD,30/12/25

&

26/01/26

;(2)

FashionPress,07/01/26

;(3)

Fzine

&

FashionPress,01/05/26

;(4)

TheImpression,17/04/26

&

Chloé,21/04/26

;(5)

WWD,21/04/26

&

FashionNetwork,22/04/26

;(6)

Fashionista,10/03/26

15

BRANDFOCUS:ALOYOGAFROMCULTBRANDTOGLOBALSCALE

Foundedin2007,AloYogaspentitsfirstdecadeasanichepremiumathleisurebrandbeforethewellnessboomandCOVID-19accelerateditsgrowth.

Between2020and2022,AloMoves,celebrityvisibilityandrisingdemandforwellness-ledactivewearhelpedliftrevenuefromaroundUS$200milliontomorethanUS$1billion1.Itsretailfootprintexpandedfromfewerthan10storestoover130worldwide.H12026markedanotherinflectionpoint,withAloacceleratinginternationalexpansion,broadeningitscategorymixandmovingfurtherintowellness9fashionandaccessibleluxury.

H12026sawAloYogapursuingtwoprioritiesinparallel:acceleratingexpansionwhilestrengtheningtheorganizationbehindit.InJanuary,formerMiuMiuCEOandDiorCouturemanagingdirectorBenedettaPetruzzojoinedasInternationalCEO,alongsideco-foundersDannyHarrisandMarcoDeGeorge2.Atthesametime,Alo’sparentcompanyexploredoptionsincludinganIPOorpartialsale,againstreportedvaluationestimatesof$8–10billions.

AGlobalStoreExpansion

From2023onward,AloYogashiftedfromalargelyUS-centricDTCmodeltoanacceleratedinternationalretailstrategy,expandingacross16countriesandfourcontinents.AfterearlygrowthintheMiddleEast,Asia-PacificandtheAmericas,Europebecameamajorfocusfrom2024onwithretailopeningsintheUK4,andintheNetherlandss,culminatinginabroaderFrenchrolloutin2026(withaChampsElyséesflagshipsettoopenthisyear4,andmultipleactivationsintheFrenchRivierathissummer6.Inparallel,AloenteredMainlandChinathroughadigital-firstapproach,launchingonTmallandWeChataheadofphysicalretail,withitsTmallflagshipreportedlygeneratingmorethanRMB10millioninitsfirstminute7.

BuildingaHolisticLifestyleEcosystem

Alo’sexpansionhasalsobeenbuiltaroundabroaderwellnessecosystem,withtheAloSanctuaryconceptbringingtogetheryoga,Pilates,meditationandsound-bathexperiences,complementedbyAloCafés,communityprogrammingandtheAloMovesmembershipplatform.ThisexperientialpositioningbecamemorevisibleinH12026throughactivationssuchastheWellnessOasisduringParisFashionWeek8and“Retreat”eventsacrossskiandbeachresortlocations(Courchevel9CannesorSaint-Tropez).

Thislifestylestrategyhasprogressivelytranslatedintoproductexpansionbeyondactivewear.Afterearliermovesintoskincare,footwearandAloAtelier,theshiftacceleratedin2026.InApril,Alolaunchedthe$295Trail9sneaker,whileitsRivierastoresshowcasedanexpandedAloBagCollection¹⁰.InJuly,thebrandenteredeyewearwithasix-stylesunglasseslinehandcraftedinJapan11.Together,theselaunchesreinforceAlo’stransitionfromasportswearpureplayerintoabroaderholisticaccessibleluxuryandwellnesslifestylebrandspanningperformance,fashionandaccessories.

AloTurnstheRivieraIntoaWellnessPlayground

InJun