Lola Getts is a trailblazer in in the activewear space, and now in Live Shopping! It’s one of the first plus-size brands to embrace Live Shopping as a pillar of their ecommerce strategy. With Live Shopping, Lola Getts is able to do what has rarely been done before: give plus-sized women a safe, comfortable space to shop for activewear. In many cases, founder Stacey Goldstein says their live events produce a non-judgemental environment that even an in-store experience can’t replicate.
“Stores don’t really cater to her [our customer]. She’s been ignored, especially in the fitness space, the athleisure space.”
“Stores don’t really cater to her [our customer]. She’s been ignored, especially in the fitness space, the athleisure space,” Goldstein says. Lola Getts was able to create a community for their customers through Live Shopping events. “Our consumer wants a safe space where people aren’t going to ridicule her, we’re going to answer all of her questions,” Goldstein explained. The company quickly learned after just two events that having a host that looks like the consumer, a plus-sized woman who is wearing and loving her activewear, is what the community needed. “You can’t get that walking into a normal sporting goods store. The home setting is very comfortable for our customer.”
They’ve also found that exclusive offers like bundles, contests and special prices only during their event have helped them reach record conversion rates. At their first event, they focused in on one fabric in different styles and had an organic conversation between one of their brand ambassadors and the founder, Stacey. They didn’t know what to expect, but they had a conversion of 18%! In addition, they had 7500 comments in the chat feature, customers viewing the show for over 20 minutes and an average order value of $135 (a good amount at their price point!).
Of course, Lola Getts decided to do a second event and got even better results. At their second event there was an increase in attendance by 141%, an increase in revenue of 180%, overall a 20.5% conversion rate and an increase in watch time as viewers stayed for 25 minutes.
When asked if other brands should consider Live Shopping as an extension of their ecommerce strategy Goldstein replied, “I think that the ecommerce strategy should be BUILT AROUND Live Shopping.”
For Lola Getts, they see a future with 5-8 Live Shopping events a month, to continue building their community and to give their customer the space she deserves: a comfortable environment where she can buy activewear she loves, with a community that supports her.