Introducing the sweatyBetty Spring/Summer 2009 Collection
Its our 10 year anniversary and it feels like my own personal Birthday. Born out of the frustration of a very masculine approach to active wear, I thank those that have supported us pioneer what is now an aspirational and technically authoritative womens brand. Sweaty Betty now has 24 boutiques including concessions in Harrods and Selfridges. We have breathed new life into our brand with a new look and feel. This can be seen in our Soho store, relaunched November 2008, our website from Jan 09 and all store roll out from swing tickets to community boards and trouser panels well into 2009. In addition to this success we are also multi channel with an e commerce website which now drives 15% of our business and four seasonal catalogues a year.
Our Get Fit Spring 09 Collections are designed to kick start the New Year. We travelled to Ibiza this season, to seek the idyllic setting, perfect for our dynamic workout and more relaxed yoga collections. Rubbing shoulders with the likes of Elle Macpherson, Kate Moss and Marc Jacobs, Ibiza embodies glamour and decadent bohemia. These lithe beach bodies are kept in shape with strenuous sessions of sunset yoga, early morning runs on the beach and all-night dancing which can compete with any work out session.
We want our customers to start the New Year driven and looking the part!
This season we have really pushed the boundaries on our performance technology. Our goal is to enhance performance, allowing you to work out longer whilst still looking great. Our cardio and cardio elements running collections are designed to be highly breathable with compression panels to support and enhance performance. Our Zero Gravity Tight is the hero of our performance wear with gold fibre, sweat wicking and antibacterial components. A vibrant cocktail of colour embraces the high energy of our Active and Active Elements gym collections. It is all about the ultimate shape. Our slim silhouettes are designed to transmit moisture, so you can work out longer whilst still looking great.
Deep plums and berry colours are complimented with soft taupe marls and blues this season in our power and stretch yoga collections.Slim feminine tops have been designed to ensure they stay put whether upright or upside down. Roll down pants have been designed for gentle studio workouts and leggings for inverted yoga and pilates moves. The use of Bamboo continues to be our leading fabric of choice. Its silk like feel, softer than cotton, helps control body temperature and its anti-microbial qualities keep you dry and freshen the skin.
Corals, lavenders and soft greys, calm and cocoon the body post work out. Voluminous hoods, wraps and roll down waist bands are designed for comfort and relaxation whether travelling to and from the gym or whilst at the spa. Seamless detailing for further comfort, brushed soft cottons and luxury velours are designed to be sensitive
to the skin and muscles.
January 09 for Sweaty Betty is about getting Fit 4 Free. Our 4 Sports 1 Month Campaign champions an introductory programme of Pilates, Yoga, Marathon and Triathlon training free to all from our boutiques nationwide and virtually online. Earning our place in the community our Ambassador Trainers and Studio Partners will be sharing their knowledge and experience as well as fourty minutes of training or practice. All participants will automatically be entered into a competition to win either a year’s membership with a Yoga or Pilates studio or a personal trainer to train them for their local marathon or triathlon. Sweaty Betty will be with them throughout their journey as they experience learning and training for their event or practice. Through blogging on our website this in turn will aim to encourage all the other participants to stay motivated well into the New Year.
We will also be rewarding all gym members for the first 3 months of the year with 15% off and all sports professionals will be entitled to 20% off throughout 2009. Along with our existing free clubs this is all part of our goal to inspire women to feel great through fitness.With so much to talk about from our new branding, fantastic collections and earning our place within the community, I am so excited about 2009 for Sweaty Betty.