Yoga Clothing Brand Lululemon Is Involved In An Overly Narrow Market.

According to the earnings report recently released, Lululemon's store sales fell by 1% in the first quarter of this year, after a 1% slide in last year's fiscal year.

Even if the electricity business has increased by 31% in the recent quarter, it will not be able to boost the sales of the whole brand because it only accounts for 20% of the total sales volume.

Lululemon used to be the star of sports brand, which sold for $20 thousand and 800 per square meter, second only to Apple stores and Tiffany, and ranked third in the United States.

This is mainly due to the heat of yoga in the early years.

In 2008, according to time magazine, about 14000000 people practiced yoga in the United States, an increase of 136% over 2000.

However, as outdoor sports such as running back to mainstream, yoga craze began to retreat.

In 2013, Lululemon recalled a number of Luon black yoga pants because its fabric was too frivolous, exposing too many parts of the body.

In the face of such incidents, the most direct response of Lululemon is that he is not sure why the trousers are so pparent.

This led to a sharp fall in share prices.

This should not be the mistake of a popular high-end sports wear brand.

However, in the 2013 economic slowdown, Lululemon exposed its bad public relations strategy and too slow market reaction. Behind the consequences of the recall, Lululemon's brand aura is slowly disappearing.

Yoga pants are very popular, but not only yoga pants.

Nowadays, it starts to lose a large number of loyal consumers.

Those are direct or Gap like Nike and Under Armour.

Such indirect competitors compete vigorously in the sportswear market to seize the segments: women, men, runners, tennis enthusiasts, fitness equipment enthusiasts.

Of course, if they want, a steady stream of yoga clothes will also appear and be professional and beautiful.

"

The rise is a bigger problem. "

Conlumino, a retail consultancy.

Stephen Ward wrote in the analysis report: "Under Armour has been actively expanding the physical space. It has built a 30 thousand square foot brand house in Magnificent Mile of Chicago, and opened a new store in Mall of America."

You may doubt that Under Armour's excessive "male aesthetic" stance does not threaten Lululemon's Yoga Empire, but the bad thing is that Under Armour is also expanding its women's sportswear business and developing rapidly.

It's time for Lululemon to face the fact that its single product strategy is being abandoned by the market.

Because it is only a yoga suit, it is difficult for Lululemon to expand the consumption group outside the Yoga circle.

In 2012, yoga Magazine showed that in the United States, 82.2% of yoga practitioners were women, which means only 17.8% of men were male.

The huge gender gap has broken down the source of revenue for Lululemon. The goal of Female Yoga customers is not only to narrow its product categories, but also to make its consumer market extremely single.