Lululemon Launches High-End Brand Lab For Fashion: 30% More Expensive Than The Main Brand.

In September 14th, the famous Canadian sportswear retailer Lululemon (Lulu Le Meng) announced the launch of the high street luxury brand Lab, the new brand of the brand will be on the Lululemon online shopping mall, and 45 stores in North America, Europe and Asia.
Lab brings 44 new costumes, the average price is 30% more than that of Lululemon brand, ranging from 80 to 500 dollars. The design is mainly minimalism, including men's wear series, women's wear series and a few neutral clothing, some of which are characterized by ease and simplicity, which is totally different from the Lululemon's personal design route.
Lululemon Product Manager Sun Choe said: "we have removed the curves and sewing elements that can highlight women's image. We want to make Lab less feminine, so the design is also more simple."
However, Lab still inherited some of Lululemon's motion genes, using some quick drying and moisture absorption and sweating fabrics. These sports fabrics will help consumers reduce the sweat problems in daily life and make it easier for commuting in cities.
As early as 2009, Lululemon launched the concept brand of Lab, and opened a brand store in Gas Town, Vancouver, but Lab was not an independent brand at that time. As consumer demand for Lab increased, Lululemon decided to turn Lab into an international high street luxury brand and enter the fashion industry.
Ben Stubbington, vice president of Lab menswear design, said: "Lab is slightly different from Lululemon. Its body is full of innovative genes. Lab gives us the opportunity to try more creative designs and new things."
Since its establishment and development, Lululemon, a soft and elastic Yoga costume, has been popular among more and more people. With the development of brand, Lululemon has begun to expand its product line, such as running, training and so on.
As more and more people choose to wear Lululemon to the outdoors and some casual occasions, the concept of sports and leisure has become popular. Some new brands such as Aday and Ministry of Supply have begun to create "sports leisure" brand, and add sportswear elements and fabrics at the same time when designing tooling or street wear.
At the same time, as a "sports leisure" trend leader, Lululemon also hopes to enter the fashion field with Lab brand. Lululemon positioned Lab as a high-end fashion street brand, hoping to compete with Off-White, Supreme, Fenty Maison (Rihanna and LVMH's luxury brands).
Ben Stubbington said: "sports and leisure market is to integrate technology, comfort and functionality into everyday clothing, but the main feature is sports. And Lab will open up new fields to fashion and design. "