Quietly Rising! The Myth Of Jeans Is Defeated: There Are 11 Thousand Kinds Of Knitted Yoga Pants In The World.

(U.S. Census Bureau)

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Since 2014,

gradually

Gradually, not only in yoga classes, Americans wear yoga pants in running and other fitness activities, and even in daily leisure, and the frequency of purchase is increasing.

According to Edited's statistics, there are more than 11000 kinds of Yoga Pants available to consumers all over the world.

The rise of Yoga Pants

Yoga originated in ancient India, and became popular in the West in 1980s as a form of exercise.

Since then, this trend has been quiet for some time, but it has become a popular cultural phenomenon again since the beginning of twenty-first Century, and has been commercialized ever before.

Yoga Journal (Yoga magazine) in a 2016 study showed that the number of Yoga practiced in the United States has increased from about 16 million in 2008 to about 36000000.

At the same time, as more and more women and even men begin to participate in the fitness program, more and more elite gymnasiums are beginning to emerge.

Although the fitness course is not necessarily related to yoga, the popularity of Yoga clearly opens the way for the rise of fitness activities and opens up a broader market for sportswear that fitness enthusiasts need.

According to statistics, the annual sales of sportswear market in the United States reach US $48 billion.

The latest trend report of clothing retail industry released by NPD this year, The Future of Apparel also shows that in the past year, sportswear has accounted for 24% of the total sales of clothing in the United States, and it is predicted that the market share of American sportswear will continue to grow by 2019.

The trend of fashion is changing all the time. Nowadays, the popularity of yoga pants has even threatened the survival of American jeans.

The classic American cowboy clothing brand Levi Strauss & Co. (Levi's) has added more flexibility and outline design to the design of its jeans.

The popularity of yoga pants has undoubtedly brought more competitors into the market of sportswear and clothing, from a pair of trousers with a mere $20 Old Navy to a Lucas Hugh with a pair of trousers of 230 dollars, and every market segment is full of all kinds of brands.

This includes the famous Canadian manufacturer Lululemon.

Lululemon was founded in 1998 by Chip Wilson, which was inspired by yoga. It was at the end of the revolutionary battle of the underpants, and for a long time thereafter.

Began to become a fashion trend.

In the early days of the business, Lululemon was located in the studio during the day, pformed into yoga practice room one night, became an independent store in November 2000, and officially sold its brand from the following year.

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At the beginning, Lululemon was sold in his studio.

The style is very ordinary. It uses elastic fibers mixed with nylon and Lycra fibers to meet the needs of consumers in stretching and softening.

In order to build up its competitive advantage, Lululemon has been committed to fabric innovation.

Lululemon Sun Choe, chief product officer, said: "the expectations of consumers are very high.

On the one hand, they wash clothes many times, so the quality of clothes needs to be higher and higher; on the other hand, they hope that the products can be versatile and meet the needs of more scenes, such as wearing tight pants to go to the supermarket.

Lululemon many of the fabrics are registered trademark patents and are designed for specific purposes. For example, the brand of Luon in 2005 was registered in the United States.

For example, Luxtreme is a kind of fabric that can absorb moisture and sweat, extend the fabric four times, feel smooth, Nulux fabric has the function of moisture absorption and perspiration, and Silverescent is a fabric with deodorizing function, and uses the silver attached to the fiber surface to inhibit the propagation of bacteria.

Lululemon has a Whitespace R & D center in the basement of its headquarters in Vancouver, which is responsible for helping the retailer develop new fabrics.

The entire R & D team has about 50 employees, including textile workers, scientists, physiologists, mechanical engineers, neuroscientists and bioscientists.

Tom Waller, who runs the research center, is a doctor of sports technology, who has worked for the Olympic swimming and the world cup.

Waller said: "we analyze people's physical, emotional and psychological factors, and then drive people's different sensory experiences based on the results of analysis."

Alexandra Plante, director of innovation management at Whitespace, mentioned that Lululemon's research department would conduct motion capture testing of products and use pressure sensors to perceive the state of clothing during its movement.

Many years ago, their research was based on feedback from customers and research teams, but now they have a specialized fabric laboratory.

As early as Lululemon had only Luon fabric, the company found that consumers would wear their products for various exercises.

Therefore, after identifying the needs of consumers, the R & D center develops specific fabrics for each specific activity.

After years of continuous adjustment and integration of new technologies, even the earliest Luon fabrics used by the company have changed.

Lululemon this observation and learning strategy form a virtuous circle, eventually helping to lead the global movement and leisure trend.

Today, Lululemon already has a range of products that are suitable for many different sports, and has opened an experimental shop Lululemon Lab for customers who are still interested in testing products. One is located in downtown Manhattan, New York, and one is located in Vancouver, Canada.

In the second quarter of the past 2018 fiscal year, sales increased by 25% over the same period last year, and profits doubled over the same period last year, far exceeding expectations.

Other sports brands are catching up.

While Lululemon constantly innovating on fabrics and enriching product functionality, its competitors have adopted similar strategies.

Adidas, a German sports giant, is also in use.

Climalite, breathable Climacool fabric and Climawarm fabric with warmth retention function to meet consumers' needs in different training periods.

Similarly, the American sporting goods giant Nike also used quick sweating in production.

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In addition, while Lululemon has been successful in women's consumers by offering leisure and sports products, sports wear giants have been developing women's clothing series recently, and are also committed to developing new fabrics and more functions for yoga pants.

In 2014, Nike began its efforts to set the goal of selling women products to US $7 billion. The following year, the company reported that the growth of women's products was faster than that of male products.

In the same year, Adidas also targeted young women of its young brand Neo, and even hired former Lululemon CEO Christine Day as its strategic adviser.

Previously, Adidas also launched a series of PureBoost X products specially designed for women.

Last year, sales of women's products increased by 28% over the same period last year, and women's products became one of the most powerful business sectors of the company.