Halara markets heavily through social media, in particular TikTok, and has been noted by Vox for being "especially notorious" for its "annoying" and "pervasive" advertisements 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]
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]
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