Viral athleisure brand Halara is putting its community-driven process to work with a new monthly initiative—The Halara Circle. This initiative consistently offers monthly product giveaways in exchange for honest feedback, including features customers would like to see added. Halara uses this feedback to evolve products that truly meet customers’ needs. This initiative allows customers to become part of the design process and exemplifies Halara’s commitment to co-creation.
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The Dress That Started It All
Becoming a viral internet sensation, the Halara Active Dress put the brand in the closets of women globally. Halara sought to improve the popular style by gathering feedback on the style, fabric, and functionality to ensure the dress met their customers’ every need. Halara put its community-driven design process to work, introducing a size-inclusive plus size range in April 2021 and leading to four new versions of their most-loved dress.
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The Active Dress Evolution Timeline
- March 2022—Bust support was added to the active dress, and based on consumer feedback, Halara launched a longer version with deeper pockets.
- April 2022—Halara introduced an innovative pet hair-resistant fabric engineered to provide active pet lovers with easier than ever clean-up.
- May 2022—Halara launched 18 backless designs based on consumer feedback that balance style and practicality.
- May 2023—Halara introduced the Easy Peezy Active Dress Collection, which featured an innovative design made for effortless bathroom breaks. This iteration allowed consumers to wear one-piece dresses with increased confidence and convenience during workouts.
- May 2024—Easy Peezy Leak Protection was introduced. This iteration addressed customer feedback by providing increased protection during menstruation and postpartum.
- 2025 and Beyond—Halara continues to evolve the active dress with innovations like the recently introduced built-in cups and upcoming style upgrades.
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The Future of Co-Creation
Halara is ramping up its commitment to community-driven design through the Halara Circle. This monthly initiative provides existing customers with free products to test in exchange for their honest feedback.
To participate, members sign up on the campaign page during the enrollment period. Once chosen, participants are sent the focus style and complete a survey on their experience. The Halara Circle community has reached over 20,000 participants who’ve provided feedback that Halara has used to make the quality products they love even better.
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