How Do Brands Accurately Enter Women'S Sports Market?

According to the world clothing and shoe net, sportswear manufacturers quietly launched a related issue.

War.

Indeed, if you want to cut into women's movements accurately,

Sports underwear is a closely related subdivision area.

In fact, several major international brands have been deployed in this field, but the differences in brand tonality have shown different emphasis.

Compared to Nike and Adidas, Under Armour, a tight fitting sportswear, obviously has more experience in sports underwear, but this is not very good in the United States.

But he has been involved in lawsuits on sports underwear.

Lululemon, a well-known Canadian Yoga brand, filed a lawsuit against a Delaware court earlier this month, accusing Under Armour of the four sports underwear that plagiarized Lululemon's Energy Bra double cross braces.

Energy Bra is a product launched in Lululemon 2011, and in 2014, it applied for a patent for the appearance and design of the product.

Although Lululemon will also update Energy Bra, the design of double cross braces has always been the most recognizable part of the product. Lululemon believes that the design of Under Armour related products is likely to cause confusion in the market, thereby damaging the brand reputation of Lululemon.

Because Lululemon has always been on the high-end line, it has no advantage in price.

Energy Bra sells for more than $50, while Under Armour's Eclipse and Shape sports lingerie prices range from $20 to $40.

Therefore, in the case of similar appearance, Under Armour will display a relatively large price advantage compared to Lululemon, which will have some negative impact on Lululemon development of new users.

In recent years, the outbreak of the women's sports market has given Lululemon the chance to compete with Nike and Under Armour.

Especially in the North American market, no one dared to ignore this yoga brand.

In the early years, no one would associate Lululemon with sports brands, because female yoga is after all a niche market.

However, when Lululemon gradually expanded the category to the areas of running, sports, leisure and even riding, the power of female sports consumers showed.

It can be said that Lululemon, which owns a large number of female fans, still has some market location advantages, especially for those high-end audience.

In May, Lululemon launched a high-end sports lingerie, priced at nearly $100, and won a good market response. This highlights the huge potential of women's sporting goods market in May.

Traditional sports brands will focus more on breadth, and will be included in the product category and user level.

Under Armour also took action in the female consumer group very early.

In 2014, Under Armour signed the world famous model Gisele Bundchen, while advocating the concept of women's health, encouraging more women to join in fitness and sports. Sports underwear is an important product breakthrough.

Although the major sports brands in North America have suffered different performance crises in recent years, the trend of women's market has not passed yet. This is also a "life-saving straw" for all brands.

Sports underwear has become a hot commodity, and competition among brands has become increasingly fierce. From the Lululemon's Under Armour plagiarism incident, we can see some clues.

Although Lululemon has the first advantage in this field, with the gradual liberalization of the market, some relatively low-end competing products will naturally make Lululemon feel stressed.

Under Armour signed a new spokeswoman for Masami Nagasawa a few months ago.

And the company's performance has created the worst record since the last quarter. If there is a mistake in the important field of sports underwear, the impact on Under Armour's performance this year is self-evident.

In any case, the female market must be strongly maintained, especially for the millennial generation, which is a very large market.

The lawsuit against Lululemon and Under Armour is not yet settled, and Nike here has quietly launched an advanced sports underwear Nike FE/NOM Flyknit Bra.

This is also the first sport underwear made of Flyknit braiding technology, which was used in the manufacture of footwear products.

The technology was first applied in London Olympic Games, and mainly used in running shoes. Now it has been extended to many kinds of sports shoes, including basketball shoes.

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Nicole London (Nicole Rendone), an innovative designer of Nike's senior sports underwear, says the technology will be widely used in Nike's clothing, including sports pants, socks, and so on. Sports underwear is only the beginning.

Speaking of this FE/NOM, Lun Dong bluntly said, "our idea of Nike FE/NOM Flyknit Bra women's sports underwear is to provide women with the greatest support and comfort experience so that they can look beautiful and move comfortably no matter what sport they do."

Lun Dong also believes that the use of Flyknit technology in sports underwear is exhilarating, and it opens the door to cross-border equipment innovation.

This is not just a small sport underwear, it can also inject more confidence and energy into sports for more women.

For the current Nike, the female market has assumed a very important historical mission.

Nike's sales target in 2020 was 50 billion US dollars, and its performance in the last fiscal year was US $34 billion 400 million. We can say that the situation is not very optimistic.

If we continue to maintain sales growth for nearly two years, the target is almost impossible to achieve.

From the present point of view, Nike has limited development efforts to the female market. In 2020, the female market would contribute 11 billion dollars to Nike.

We all value sports underwear market very much and regard it as one of the most important growth points in the female sports market, mainly because the Millennium generation is showing great purchasing power in this field.

According to data provided by NPD, a market research firm, 46% of the millennials have included sports underwear into the daily list of goods purchased.

Moreover, as one of the elements of sports and leisure, the use of sports underwear is also very extensive, and can be worn in sports or everyday life.

The growing popularity of sports underwear market has also stimulated the global underwear market to a certain extent. According to the report of Transparency Market Research earlier this year, the global underwear market will grow to 55 billion 830 million US dollars from the 2015 US $33 billion 180 million by the end of 2024, stimulated by the growth of sports underwear sales and the rise of e-commerce business.

During this period, the global underwear market will maintain a CAGR of 6.4%.

In addition to Nike, Adidas and Under Armour, even Victoria's underwear business has cut off swimsuit business last year, thus turning her attention to sports underwear. Younger and popular will be the main trend of women's sports market in the future.

E-commerce giant Amazon has also seen this business opportunity, released its own underwear brand on its own platform, which also includes sports underwear, the main killer is low price, which will also become an important part of Amazon's clothing retail business.

Obviously, the competition for women's sports market will become more and more intense. The real climax is still behind, because the positive confrontation of sports brand is more reflected in professional sports category, which is a larger market and is often exposed to spotlight.

Whether it is the field of sports underwear or the wider female market, the complete market scale has yet to be established, but this trend is very obvious.

The small friction between Lululemon and Under Armour on specific women's sporting goods is actually releasing some signals. The weak follow-up of Adidas and Nike can really stir the relatively calm lake.

Obviously, everyone is in the dark. In such a competitive environment, nothing is more important than to seize the opportunity.

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