{{Short description|Chinese clothing brand}} {{Infobox company | name = Halara | logo = | logo_size = | logo_upright = | logo_alt = | logo_caption = | image = | image_size = | image_upright = | image_alt = | image_caption = | trade_name = | native_name = | native_name_lang = | romanized_name = | former_name = | type = Private company | traded_as = | ISIN = | industry = Fashion | genre = | predecessor = | founded = 2020 | founder = Joyce Zhang | defunct = | fate = | successor = | hq_location = Hong Kong | hq_location_city = | hq_location_country = | num_locations = | num_locations_year = | area_served = | key_people = | products = Women's sportswear and casual apparel | production = | production_year = | brands = | services = | revenue = | revenue_year = | operating_income = | income_year = | net_income = | net_income_year = | aum = | assets = | assets_year = | equity = | equity_year = | owner = | members = | members_year = | num_employees = | num_employees_year = | parent = | divisions = | subsid = | module = | ratio = | rating = | website = {{URL|https://thehalara.com/}} | footnotes = | embed = }} '''Halara''' is a Chinese direct-to-consumer women's athleisure brand and ecommerce platform founded by Joyce Zhang and several investment capital firms in 2020. The company has headquarters in Hong Kong.
The company's main products include leggings, exercise dresses, and skorts. Its marketing and product development strategies revolve around social media and machine learning.
==Marketing== Halara markets heavily through social media, in particular TikTok, and was noted by ''Vox'' in 2021 for being "especially notorious" for its "annoying" and "pervasive" advertisements on the platform.<ref name="Honkus-2024">{{cite web | first=Mary | last=Honkus | title=Taylor Swift Trained for the 'Eras Tour' in This $30 Skort | work=Us Weekly | url=https://www.usmagazine.com/shop-with-us/news/taylor-swift-eras-tour-halara-skort/ | date=August 21, 2024 | access-date=March 31, 2025 | archive-date=October 7, 2024 | archive-url=https://web.archive.org/web/20241007080449/https://www.usmagazine.com/shop-with-us/news/taylor-swift-eras-tour-halara-skort/ | url-status=live }}</ref><ref name="Nguyen-2021">{{Cite web |last=Nguyen |first=Terry |date=2021-09-13 |title=What's the hype over exercise dresses? |url=https://www.vox.com/the-goods/22667186/exercise-dress-tiktok-hype-explained |access-date=2025-03-31 |website=Vox |language=en-US |archive-date=2024-10-06 |archive-url=https://web.archive.org/web/20241006073100/https://www.vox.com/the-goods/22667186/exercise-dress-tiktok-hype-explained |url-status=live }}</ref> In 2021 the ''New York Times'' said the brand was "seemingly built around" its dupe of the Outdoor Voices exercise dress.<ref>{{cite web |last=Kambhampaty |first=Anna P. |date=August 18, 2021 |title=We Have Reached Peak 'Exercise Dress' |url=https://www.nytimes.com/2021/08/18/style/exercise-dress.html |url-status=bot: unknown |archive-url=https://archive.today/20250331025711/https://www.nytimes.com/2021/08/18/style/exercise-dress.html |archive-date=March 31, 2025 |access-date=March 31, 2025 |work=The New York Times}}</ref><ref>{{Cite web |last1=Vazquez |first1=Alexa |last2=7 June 2021 |title=Yes, this Outdoor Voices exercise dress dupe is as good as everyone says |url=https://www.reviewed.com/style/features/halara-exercise-dress-review-best-outdoor-voices-dupe |access-date=2025-04-01 |website=Reviewed |language=en}}</ref> According to Marketing Brew, the strategy developed after a March 2021 post by social media influencers about one of their products went viral. The company buys targeted advertising to highlight posts about their products and offers affiliate marketing to encourage influencers to create such posts.<ref>{{Cite web |last=Sheena |first=ByJasmine |title=How Halara uses influencer incentives to go viral again and again |url=https://www.marketingbrew.com/stories/2024/01/24/how-halara-uses-influencer-incentives-to-go-viral-again-and-again |access-date=2026-02-06 |website=Marketing Brew |language=en-us}}</ref>
According to ''The Economist'' in 2023, it is among "hundreds of Chinese firms [which] are experimenting with [on-demand marketing] in the American marketplace".<ref name="The Economist-2023">{{cite news |date=March 7, 2023 |title=How China Inc is tackling the TikTok problem |url=https://www.economist.com/business/2023/03/07/how-china-inc-is-tackling-the-tiktok-problem |url-status=bot: unknown |archive-url=https://archive.today/20241008050932/https://www.economist.com/business/2023/03/07/how-china-inc-is-tackling-the-tiktok-problem |archive-date=October 8, 2024 |access-date=March 31, 2025 |newspaper=The Economist}}</ref>
According to ''Cosmopolitan'' in 2025, while the number of TikTok ads were "getting out of hand" and the TikTok Shop was "sketchy", the company's website was a "[pleasant surprise]".<ref>{{Cite web |last=Hyman |first=Jasmine |last2=Oh |first2=Hannah |date=2025-09-18 |title=Is Tiktok-Viral Brand Halara (Worn by Taylor Swift!) Legit? I Have Some Thoughts |url=https://www.cosmopolitan.com/style-beauty/fashion/a62786315/halara-review/ |access-date=2026-02-06 |website=Cosmopolitan |language=en-US}}</ref> ''CNN'' in 2025 said "Halara is chronically online" using a marketing strategy that "harnesses AI and algorithms to analyze comments on its social media posts, gathering data about what styles its customers want to see next". The company refers to the strategy as a "community-driven approach".<ref name="Shaw-2025">{{Cite news |last=Shaw |first=Sophie |date=2025-06-18 |title=We tried Halara’s viral summer clothes. Here are the styles we think are worth shopping {{!}} CNN Underscored |url=https://www.cnn.com/cnn-underscored/fashion/halara-review |archive-url=https://web.archive.org/web/20250620010428/https://www.cnn.com/cnn-underscored/fashion/halara-review |archive-date=2025-06-20 |access-date=2026-02-06 |work=CNN |language=en}}</ref>
== Product development == The brand uses machine learning and algorithms that analyze Google searches, Reddit discussions, other online data, and customer surveys about current and future fashion trends to develop new products.<ref name="LaBianca-2024">{{Cite web |last=LaBianca |first=Julianna |date=21 July 2024 |title=Is Halara Legit? What to Know Before You Shop |url=https://bestlifeonline.com/is-halara-legit/ |access-date=2025-04-01 |website=BestLife |language=en |archive-date=2025-04-25 |archive-url=https://web.archive.org/web/20250425064138/https://bestlifeonline.com/is-halara-legit/ |url-status=live }}</ref><ref>{{Cite web |last=Zwieglinska |first=Zofia |date=2024-05-15 |title=How Halara is harnessing machine learning and crowdsourcing to drive sales |url=https://www.glossy.co/fashion/how-halara-is-harnessing-machine-learning-and-crowdsourcing-to-drive-sales/ |access-date=2025-04-01 |website=Glossy |language=en |archive-date=2025-03-23 |archive-url=https://web.archive.org/web/20250323112344/https://www.glossy.co/fashion/how-halara-is-harnessing-machine-learning-and-crowdsourcing-to-drive-sales/ |url-status=live }}</ref><ref name="The Economist-2023" /> Its loyalty program rewards customers for testing new products and providing feedback.<ref>{{Cite web |last=Smith |first=Allison |date=2025-04-02 |title=Halara’s new loyalty program turns customers into product testers |url=https://www.modernretail.co/operations/halaras-new-loyalty-program-turns-customers-into-product-testers/ |access-date=2025-10-09 |website=Modern Retail |language=en |archive-date=2025-11-16 |archive-url=https://web.archive.org/web/20251116100552/https://www.modernretail.co/operations/halaras-new-loyalty-program-turns-customers-into-product-testers/ |url-status=live }}</ref> ''Cosmopolitan'' called out the company's community feedback strategy for product development.<ref name="Hyman-2025">{{Cite web |last=Hyman |first=Jasmine |date=2025-11-28 |title=Halara review: Before you shop TikTok's fave activewear brand, here's our unfiltered thoughts... |url=https://www.cosmopolitan.com/uk/body/health/a63104622/halara-review/ |access-date=2026-02-06 |website=Cosmopolitan |language=en-GB}}</ref>
== Products == The main products of the brand include leggings,<ref>{{cite web | first=Marissa |last=Miller | title=11 trendy pairs of women's flared pants to wear this winter | publisher=USA Today | url=https://www.yahoo.com/gma/11-trendy-pairs-womens-flared-160252938.html | date=December 7, 2021 | access-date=March 31, 2025 | archive-date=November 10, 2024 | archive-url=https://archive.today/20241110130051/https://www.yahoo.com/gma/11-trendy-pairs-womens-flared-160252938.html | url-status=bot: unknown }}</ref> women's underwear, exercise dresses, and skorts.<ref>{{cite web |last=Javed |first=Saman |date=August 26, 2021 |title=Is Gen-Z bringing back the skort? |url=https://www.independent.co.uk/life-style/fashion/gen-z-millennial-skort-fashion-tiktok-b1908518.html |url-status=bot: unknown |archive-url=https://archive.today/20220706160538/https://www.independent.co.uk/life-style/fashion/gen-z-millennial-skort-fashion-tiktok-b1908518.html |archive-date=July 6, 2022 |access-date=March 31, 2025 |work=The Independent}}</ref><ref>{{cite web |last1=Truffaut-Wong |first1=Olivia |last2=Flanagan |first2=Hanna |date=April 26, 2024 |title=The 20 Best Exercise Dresses to Master the Tenniscore Trend |url=https://www.cosmopolitan.com/style-beauty/fashion/g43713261/best-exercise-dresses-reviews/ |url-status=live |archive-url=https://web.archive.org/web/20241213142653/https://www.cosmopolitan.com/style-beauty/fashion/g43713261/best-exercise-dresses-reviews/ |archive-date=December 13, 2024 |work=Cosmopolitan}}</ref> Sizing is inclusive, ranging from XS to 3X.<ref name="Shaw-2025" /><ref name="Hyman-2025" /><ref>{{Cite web |last=Daniels |first=Melissa |date=2024-03-14 |title=Why Halara is aiming for engagement after viral TikTok-driven sales |url=https://www.modernretail.co/marketing/why-halara-is-aiming-for-engagement-after-viral-tiktok-driven-sales/ |access-date=2026-02-06 |website=Modern Retail |language=en}}</ref>
== Production == Halara's products are manufactured in and shipped from East and Southeast Asia.<ref>{{Cite web |last=Earley |first=Brigitt |date=2024-12-11 |title=Is Insta- and TikTok-Famous Halara Worth Shopping? |url=https://www.goodhousekeeping.com/clothing/a63110987/halara-review/ |access-date=2025-04-01 |website=Good Housekeeping |language=en-US |archive-date=2024-12-26 |archive-url=https://web.archive.org/web/20241226004302/https://www.goodhousekeeping.com/clothing/a63110987/halara-review/ |url-status=live }}</ref><ref name="Shaw-2025" />
== History == The brand was founded in 2020 by Joyce Zhang, a former chief technology officer, backed by Chinese investment firms 5Y Capital, Capital Today, IDG, Hike Capital, and Sequoia.<ref name="Capital Today-2021">{{Cite news |date=18 June 2021 |title=Beijing News |url=http://www.capitaltoday.com/eng/download/news39.pdf |work=Capital Today |archive-date=1 April 2025 |access-date=1 April 2025 |archive-url=https://web.archive.org/web/20250401120224/http://www.capitaltoday.com/eng/download/news39.pdf |url-status=dead }}</ref><ref name=":0">{{Cite web |last=Wang |first=Junjie |date=2022-05-20 |title=Who is China's next Shein? |url=https://www.voguebusiness.com/consumers/who-is-chinas-next-shein |url-status=live |archive-url=https://web.archive.org/web/20250401114241/https://www.voguebusiness.com/consumers/who-is-chinas-next-shein |archive-date=2025-04-01 |access-date=2025-04-01 |website=Vogue Business |language=en-US}}</ref> The company has headquarters in Hong Kong.<ref>{{Cite web |title=HALARA 2025 Company Profile: Valuation, Funding & Investors {{!}} PitchBook |url=https://pitchbook.com/profiles/company/471658-60#funding |access-date=2025-04-01 |website=Pitchbook |language=en}}</ref> It is a brand of Doublefs, which was also formed in 2020.<ref name="Cohen-2021">{{Cite web |last=Cohen |first=David |date=2021-11-19 |title=Becoming Shein: Chinese Retailers Eye the Global Fast-Fashion Market |url=https://www.sixthtone.com/news/1009020 |url-status=live |archive-url=https://web.archive.org/web/20250331053021/https://www.sixthtone.com/news/1009020 |archive-date=2025-03-31 |access-date=2025-04-01 |website=SixthTone}}</ref>
In early 2021, the brand launched its first collection of skorts.<ref>{{cite web | author=Rebecca Jennings | title=The glorious return of the skort | work=Vox | date=July 10, 2024 | url=https://www.vox.com/culture/358859/skort-trend-taylor-swift-halara-popflex | archive-url=https://web.archive.org/web/20241006073026/https://www.vox.com/culture/358859/skort-trend-taylor-swift-halara-popflex | archive-date=October 6, 2024 | url-status=live }}</ref>
In 2023, it introduced leggings.<ref>{{cite web | first=Alexandra | last=Pastore | title=TikTok Darling Halara Leans Into Its Expertise for SoCinched Social Media Campaign | work=Yahoo News | url=https://cc.bingj.com/cache.aspx?q=https://uk.news.yahoo.com/tiktok-darling-halara-leans-expertise-165425075.html&d=5011638876984514&mkt=en-GB&setlang=en-US&w=3MS_3QGw1-_nB8HT7kKzg-59SdSDLgUs | date=March 4, 2024 | access-date=April 15, 2025 | archive-date=October 12, 2024 | archive-url=https://archive.today/20241012080330/https://cc.bingj.com/cache.aspx?q=https://uk.news.yahoo.com/tiktok-darling-halara-leans-expertise-165425075.html&d=5011638876984514&mkt=en-GB&setlang=en-US&w=3MS_3QGw1-_nB8HT7kKzg-59SdSDLgUs | url-status=bot: unknown }}</ref> In May 2024, the brand opened its first pop-up store in New York City.<ref>{{cite web |last=Ruben |first=Howard |date=June 3, 2024 |title=DTC activewear brand Halara launches first pop-up shop |url=https://www.yahoo.com/gma/dtc-activewear-brand-halara-opens-121000559.html?guccounter=1 |work=Yahoo News |access-date=April 15, 2025 |archive-date=October 12, 2024 |archive-url=https://archive.today/20241012084315/https://www.yahoo.com/gma/dtc-activewear-brand-halara-opens-121000559.html?guccounter=1 |url-status=bot: unknown }}</ref><ref>{{cite web | title=TikTok Viral Brand Halara Enters the Real World | work=The Business of Fashion | url=https://www.businessoffashion.com/articles/direct-to-consumer/halara-opens-pop-up-in-new-york/ | first=Malique |last=Morris | date=June 4, 2024 | access-date=March 31, 2025 | archive-date=October 6, 2024 | archive-url=https://archive.today/20241006120243/https://www.businessoffashion.com/articles/direct-to-consumer/halara-opens-pop-up-in-new-york/ | url-status=bot: unknown }}</ref> Another opened in Los Angeles in 2025.<ref>{{Cite news |title=Athleisure brand Halara makes brick-and-mortar debut |url=https://chainstoreage.com/athleisure-brand-halara-makes-brick-and-mortar-debut |archive-url=https://web.archive.org/web/20250720072029/https://chainstoreage.com/athleisure-brand-halara-makes-brick-and-mortar-debut |archive-date=2025-07-20 |access-date=2025-10-09 |work=Chain Store Age |language=en |url-status=live }}</ref>
== Popularity == In 2021, one of their dresses was included in a ''Wired'' list of viral TikTok products.<ref>{{cite magazine |last=Stolyar |first=Brenda |date=December 8, 2021 |title=11 Viral TikTok Gifts That Are Actually Worth It |url=https://www.wired.com/gallery/best-viral-tiktok-gadgets |url-status=bot: unknown |archive-url=https://archive.today/20211214215822/https://www.wired.com/gallery/best-viral-tiktok-gadgets |archive-date=December 14, 2021 |access-date=March 31, 2025 |magazine=Wired}}</ref> In 2022, a workout skort reached 1 billion views on TikTok.<ref>{{cite web |last=Daniels |first=Melissa |date=March 14, 2024 |title=Why Halara is aiming for engagement after viral TikTok-driven sales |url=https://digiday.com/es/por-que-halara-apuesta-por-el-engagement-tras-las-ventas-virales-impulsadas-por-tiktok/ |url-status=bot: unknown |archive-url=https://archive.today/20241018125912/https://digiday.com/es/por-que-halara-apuesta-por-el-engagement-tras-las-ventas-virales-impulsadas-por-tiktok/ |archive-date=October 18, 2024 |access-date=March 31, 2025 |work=Digiday}}</ref> In 2024 Taylor Swift wore one of their skorts to Coachella.<ref>{{Cite web |last=Montalti |first=Victoria |date=15 April 2024 |title=Taylor Swift Wore A TikTok-Favorite Garter Skirt To Coachella — & It's Under $40 |url=https://www.refinery29.com/en-us/taylor-swift-coachella-outfit-2024-halara-skirt |access-date=2025-10-09 |website=Refinery29 |language=en |archive-date=2025-12-05 |archive-url=https://web.archive.org/web/20251205064330/https://www.refinery29.com/en-us/taylor-swift-coachella-outfit-2024-halara-skirt |url-status=live }}</ref>{{Portal|Hong Kong}}
==References== {{Reflist}} Category:Athletic apparel retailers Category:Sportswear brands Category:2020 establishments in Hong Kong Category:E-commerce in China