Halara
Chinese clothing brand From Wikipedia, the free encyclopedia
Halara is a Chinese fast fashion direct-to-consumer women's apparel brand and ecommerce platform founded by Joyce Zhang and several investment capital firms in 2020.[1][2][3][4][5] The company has headquarters in Hong Kong.[6] The main products of the brand include leggings,[7] women's underwear, exercise dresses, and skorts.[8][9]
| Company type | Private |
|---|---|
| Industry | Fast fashion |
| Founded | 2020 |
| Founder | Joyce Zhang |
| Headquarters | Hong Kong |
| Products | Women's sportswear and casual apparel |
| Website | thehalara |
Marketing
Halara markets heavily through social media, in particular TikTok, and has been noted by Vox for being "especially notorious" for its "annoying" and "pervasive" ads on the platform.[10][11] According to The Economist, it is among "hundreds of Chinese firms [which] are experimenting with [on-demand marketing] in the American marketplace".[12] In 2021 the New York Times said the brand was "seemingly built around" its dupe of the Outdoor Voices exercise dress.[13][14]
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.[1][15][12]
Production
Halara's products are manufactured in and shipped from Asia.[16]
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.[10][11][2] It is a brand of Doublefs, which was also formed in 2020.[3]
In early 2021, the brand launched its first collection of skorts.[17] In December of that year, one of their dresses was included in a Wired list of viral TikTok products.[18]
In 2022, a workout skort reached 1 billion views on TikTok.[19] In 2023, it introduced leggings.[20] In May 2024, the brand opened its first pop-up store in New York City.[21][22]
References
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