Koral Activewear leads fitness fashion industry with digital footprint

Koral Activewear, a fashion-forward fitness brand, launched their e-commerce website earlier this year. Since then, Ilana Kugel, co-founder and creative director of the brand, has equated the digital platform launch to much of the brand’s success in expanding their Los Angeles customer base.

The premium brand used a new digital platform allowing users to shop the label through social media on mobile devices. The launch was inspired by the detail and intricacies of the clothing Koral Activewear offers. Kugel states the company was excited to have created a “premium shopping destination that reflects the high level of quality and refined details that we infuse in our beloved brand.” Kugel also stated that she believes the digital launch directly had an impact on their Los Angeles following. “[The platform] gives us a direct line of communication with our customers,” said Kugel. “We are better able to share our lifestyle images, technical product information and the overall essence of our brands’ DNA.”

The brand was largely inspired by aesthetics of Southern California. Kugel previously lived in Brazil and relocated to California before launching the fitness label. Kugel says she quickly adapted to the Cali lifestyle by embracing a healthy, active lifestyle. That lifestyle inevitably motivated her to create Koral Activewear. “The high energy of the city of Los Angeles, mixed with the serenity of the Southern California beaches has inspired many our of City meets Nature designs and fabrics that are made for traversing from land to sea,” said Kugel.

Kugel continues to see expansion and growth for the brand in the future. Her hopes for the company are to lead the fitness-fashion industry online. After success from the e-launch, Koral Activewear is implementing more technology advancements to further grow the company’s name and exposure. “One of our first major steps will be to launch multiple social shopping experiences and harness the power of our growing digital fan base,” said Kugel. Those steps include creating a new Facebook store and Twitter campaigns that will cater to their online customers. Koral Activewear also plans to integrate more social interactions and generated user content in their digital footprint. Kugel states, “[The] e-commerce site will begin to generate its own earned media through referral based discount programs, share rewards, and exclusive social sales.” Currently, the company has a well-positioned plan to lead in the fashion e-commerce industry.