Lululemon Wants To Try Men'S Yoga Clothes.

According to the world clothing and shoe net, with the shortening of the popularity cycle,

Now we find a selling point that is more resistant to changes in fashion.

"We created the sport leisure wind this monster."

Tell me about CEO Laurent Potdevin of lululemon.

Before we got into the habit of "exploding" dominated consumption, many people first knew that lululemon was because of this.

Relying on Yu Yuga's Zen movement, he created the concept of "athleisure" and made it popular until now.

But from Potdevin's description of the word, he is obviously not interested in this trend.

This is quite prescient.

With the shortening of the popularity cycle, lululemon now finds a selling point that is more resistant to changes in fashion trends: highlighting the shaping characteristics of the product itself, and taking "friendship, love and life" as its theme.

Wrapped in bags filled with chicken soup slogans.

The brand also emphasizes the layout of the offline sports community (hot sweat community), and highlights the emotional value of the brand by organizing offline fitness activities to make you feel good.

This is a kind of "sexy marketing" that is not so clear to users.

Canadian goose is also similar to canadian goose from Canada.

Although you may be in love with this super expensive down coat because of its high thermal insulation coefficient, but at a deeper level, it creates an experience in a society full of anxiety and does not really provide a sense of security. These two examples also illustrate once again that we should never underestimate the emotional value of a garment.

If the future consumer decision is no longer dominated by fashion, sports brands need more and more support from product innovation.

This is also an important part of the lululemon five year plan in addition to global expansion, the development of electricity providers and the increase of men's clothing market share.

Lululemon also likes to play "black technology" on product components. For example, it has introduced a sport tights that is said to contain algae. However, after analyzing its raw material, it is found that tight seaweed is not actually incorporated into the real seaweed.

Lululemon brand new product line is divided into 81% parts: sensation and nulu nylon fabric with 19% nylon and 19% Lycra.

Three years ago, a series of problems such as changes in management and poor inventory management had brought lululemon into a low ebb.

In those days, the tight pants, which were recalled because of too pparent and priced at $98, accounted for 17% of the total inventory, causing great losses to the company.

Chip Wilson, a former CEO and founder who offended consumers, was forced to retire, and the company's share price also plummeted.

At that time, investors believed that once a clothing brand was no longer popular, it would be difficult for them to rise again.

However, unlike the struggling J.Crew, the TommyHilfiger, which is still stuck with the net, and the sexy Abercrombie&Fitch, there appears to be a turning point in the short 6 months of lululemon.

What it did was to add a layer of cloth and cut the price of $6 for the "failure" tights, and named it "give me another chance" and then re listing.

This brand reinventing strategy with a little sense of humor and a little emotional card is also in line with lululemon's corporate culture.

"Don't pay attention to what you have lost, but pay attention to everything you have" (Don't focus on what's missing, focus on whatis). "Life is like riding a bicycle, you must keep moving until you are able to maintain a balance". (Life is like is, and the "chicken soup" is located in the washroom and passageway of the company's headquarters in Vancouver, Canada).

Lululemon employees work together every day, at least on the surface, this creates a dynamic and United atmosphere.

Of course, Canadian people have extra scores of self enjoyment and cheerfulness.

Of course, lululemon, who has weathered the crisis with a relaxed attitude, is still facing challenges: the competition in the sports brand market will only become more intense.

The lifestyle brand OutdoorVoices of New York won the investment of Jean Touitou, the founder of the recently popular French trendy APC. The focus of H&M this season has also become sportswear. Not long ago, Yogasmoga, who also focused on yoga, was declared bankrupt because of bad management.

The renewal of sports and leisure has also been numb.

Lululemon needs to seek more breakthroughs in maintaining an image of mediocrity.

The manyoga Yu Ga series is interesting.

More interesting reports, please pay attention to the world clothing shoes and hats net.