Lole is a colorful, activity-driven activewear brand that really pays attention to why the shopper is picking up the product. Their selling points include the techical details of fabric and fabrication, so they really want the shopper to know that there’s a difference in the product they’ve designed for running, tennis, yoga, etc. They are aimed squarely at their active customer, and as a result, are able to play up their purposefulness. Everyone is selling tank tops, Lole is selling a better way to play tennis. Definitely a win.
To boot, their browsing experience has a ton of best practices. Merchandised focus on high-relevance product, varied layout, and mixing in of promotional messages.