Lululemon To Feminization, The Main Technology And Power Card.

According to the world clothing and shoe net, Canada, September 2017.

Lulu lemon released its second quarter earnings this year.

As of the two quarter of July 30th, Lulu lemon achieved 7% comparable sales growth, more than Consensus Metrix's combined forecast of 4%, reversing a 1% decline in the first quarter, and remaining independent in the sluggish North American leisure sports market.

In many people's mind, Lulu lemon is a "female" brand, the main product is women's yoga clothes, but Lulu lemon CEO Laurent Potdevin in the earnings call conference, pointed out that the company's bright earnings report, in addition to strong Asian electricity providers, mainly due to the growth of men's clothing business.

The current focus of the company is to develop men's clothing business. The goal is to achieve a $1 billion sales for men's clothing in 2020, accounting for 25% of the group's total target revenue of $4 billion.

Through selling the lifestyle represented by yoga, Lulu lemon is a recreational sport for women.

Once a great success, there are many fans in the millennial generation, Lulu powder all over the world.

But as other brands, such as Gap, Nike and Andemar, have launched the sports leisure product line, and the price is even lower, Lulu lemon is facing an extremely competitive market. It needs to open up new businesses and find a way out of the market.

Market.

In Lulu lemon officially decided to bet on the men's wear market in 2013, according to NPDGroup statistics, the sales of men's wear market in the United States increased by 5% to 60 billion 800 million dollars, of which men's trousers increased by 12%.

Although Lulu lemon 80% consumers are women, it decided to expand the male business, the goal is to increase the proportion of male consumers from 20% to 40%.

The move quickly worked.

In 2014, Lulu lemon earned $1 billion 720 million from women's clothing, $330 million from men's clothing, and Lulu's income increased by 10% in 2015, and net income was more than $2 billion, a large part of which came from the male market.

According to the company's latest earnings report, in the past 10 quarters, men's business grew by an average of 20% per quarter.

A 80% consumer is a brand of women. How to change the brand image of consumers and sell their products to men? Lulu lemon needs to be rebuilt from brand to product.

De feminization, the main technology and power card.

Lulu lemon's past success has left many consumers with the impression of "women" brand. This impression will make many men shrink from it. So when it decides to bet on the male market, it starts the brand's "Reconstruction": to feminine, feminine and emphasize the power, but at the same time, it can't let the female consumers feel that they are "abandoned" by Lulu lemon, after all, the female business is still the main business.

In brand building, Lulu lemon mainly from three aspects: first, the nationwide advertising campaign, emphasizing the brand's technology attributes; the two is to open a male exclusive retail store; the three is the male image spokesperson.

As a brand founded by women yoga, Lulu lemon is a technology brand in order to persuade male consumers to give up the Nike and Andrea's sports apparel giants born with "male genes".

CEO Laurent Potdevin said Lulu lemon itself is a technology company with its own R & D team specializing in various fabrics.

In publicity, highlighting products such as Lulu lemon combined mechanics, neurology and behavioral psychology were also highlighted to attract male consumers.

On the day of black Friday in 2014, Lulu lemon first men's wear shop opened in Manhattan, New York, and then opened a men's wear flagship store in Losangeles's West tin shopping center.

The brand ambassador project has been an important marketing strategy for Lulu lemon, and it tends to look for image ambassadors from ordinary people.

After turning to the male business in the center, Lulu lemon has signed several male brand ambassadors, such as Greene, 30, a bone surgeon, and co founder of Sports Center, a health center with sports, nutrition and medical advice, as well as a chef Jeff Mahin, who is also the owner of a restaurant and co founder of Adam Garone and Movember fund.

Spokesperson strategy brings obvious pformation ability.

Greene said he had successfully pformed 15 male friends, colleagues and family members into consumers of Lulu lemon.

In September this year, Lulu lemon launched its first global campaign targeting the male market. It changed the slogan to "This is Yoga". The theme of the "Strength toBe" campaign included 5 advertisements, showing 5 men how to show their inner strength and self-consciousness, such as non violence and social justice speakers, community leaders IbnAli Miller, from Puerto Rico, the world's first publicly released Olympic boxing boxer Cruz, the Hip-HOP artist from New York, and so on, through their respective stories, showing the inner strength, in order to achieve the brand's "de feminization".

Men's clothing is still bought by women.

Lulu lemon men's main product is a ABC (A nti-BallCrushing) pants, this price of 128 yuan pants used Lulu lemon patent fabric Warpstreme wick flannelette, strong elasticity, specifically to solve the problem of too tight man's crotch is embarrassing, with Lulu lemon official said, it is comfortable and tangible, more comfortable than the formal pants, but not like sports pants so loose, you can wear it to exercise, you can wear it to work, dating.

{page_break}

Lulu lemon has solved the problem of men's "crotch problem" very little, and soon won positive feedback from the market.

This pair of pants alone has brought about 16% growth in the same store. The online reviews of this type of trousers are also mostly positive. Many consumers have mentioned that it is suitable for many occasions.

Some consumers even set up a website LuluMen for it.

In the overall men's promotion strategy, although Lulu lemon also opened several men's clothing stores, but in general, through the existing storefront to sell men's clothing.

First of all, Lulu lemon has a large flow of stores itself; secondly, women are still the main shoppers, putting ABC trousers next to the women's jogging bra, and when women are shopping for themselves, they may buy a ABC pants at hand.

But Lulu lemon made some improvements to the store.

First, the scale of the stores has been expanded, and the existing stores have been expanded by 50%.

At the same time, put men's clothing in the most prominent position.

According to Laurent, the expansion of 50% stores can directly increase the sales volume of 50%.

StuartHaselden analysis of Lulu lemon chief financial officer said that in Canada, by expanding some stores, men's clothing sales increased by 90% in six months.

Two, we have tailors in the shop to help customers modify their clothes on the spot.

Lulu lemon also touches more male consumers with big data.

In 2016, Lulu lemon and data Intelligent Company AligOne integrated the data of consumers in digital and physical retail channels, and analyzed consumers' preferences through a series of data from consumers online and offline, so as to provide personalized services for them.

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