With over 20 million USD sales overseas, it may become the next SHEIN

In recent years, more and more fast fashion brands have joined the ranks of cross-border e-commerce, making the overseas track for this category particularly crowded.

However, one clothing brand , Halara, has stood out among its peers by virtue of the traffic it has harvested on social media platforms and has successfully started its overseas expansion journey.

Tabcut data shows that Halara US's total historical sales have exceeded 840,000 pieces, directly ranking first in the sales list of casual women's clothing category in TikTok's US small stores, and its total sales are close to US$27 million.

Frankly speaking, although TikTok’s US store is currently very popular and developing rapidly, for an emerging brand, the fact that it can achieve such dazzling results relying solely on TikTok and an independent website is enough to prove its hidden strength and potential.

It is understood that Zhang Xiaopei, the founder of Halara, held important technical positions in international Internet companies such as Microsoft and Hulu in 2020. In her spare time, she noticed the business opportunities of sports and leisure apparel in Europe and the United States. After careful consideration, she decided to cross over into the fashion field through the popular social media platform, and then founded her own sports and leisure brand-Halara.

At the beginning of its establishment, Halara kept up with the forefront of fashion and worked hard to meet the needs of young women for sports and leisure clothing. However, like most sellers, Halara encountered many obstacles in the process of going overseas.

With the rapid development of the market, problems such as product quality and appearance have emerged one after another, and Halara has to redesign its product line. Among them, the Cloudful Fabric series of clothing not only focuses on fashion design, but also uses high-tech innovative fabrics. On the one hand, it looks good on the body, and on the other hand, it also solves the problem of consumers sweating and getting hot during exercise.

However, if you want to ensure the success of your brand going overseas, it is not enough to rely on the product itself; publicity and marketing are also essential.

Therefore, Halara has been actively deploying social platforms such as TikTok, YouTube, and Facebook from the beginning. In 2021, Halara launched the TikTok Shop UK site and has been at the top of women's sportswear for many years. In October 2023, after the opening of TikTok Shop in the US, Halara quickly entered the market and opened a small store in the US, cooperating with a large number of overseas influencers to bring goods. In the past month, Halara has associated with as many as 2,300 influencers, with a 30-day GMV of nearly US$3.9 million, becoming a star store in the sports and outdoor category in the US.

With the help of TikTok Shop and other social media platforms, Halara quickly exploded in the overseas market and became another well-known cross-border e-commerce fast fashion brand after SHEIN. It was even called the "Lululemon alternative" by North American consumers and was deeply favored by consumers.

As an emerging casual clothing brand, Halara has achieved such remarkable achievements in just a few years. Its success is inseparable from its cost-effective products. It also means that the development prospects of sports casual clothing in the future are particularly broad, and it may be the right choice for sellers to go overseas.

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