Lululemon Trapped In Scandal? This Brand Unexpectedly...

For Lululemon, many people think this is a new brand. In fact, in 1998, Chip Wilson set up a sportswear brand Lululemon in Vancouver, Canada. In 2000, it opened the first store in Vancouver Lululemon, and went public in 2007. Lululemon has been in the past many years, and now it is a yoga costume empire that I do not practise yoga.

(Lululemon) the first shop.

One

　　 origin

In 1952, a modern yoga yoghurt from India came to the West in a coincidence. Then, the Zen thought which was closely related to it was spread to the west by the hand of Japanese Zen master SUZUKI Jun long in the 1959. At this point, yoga began to spread all over the world.

Each sport has its own unique clothing, such as Ralph Lauren and Lacoste have their own Golf dress area. MLB is the brand of a genuine Baseball Jacket. But in the 90s of last century, women's Yoga wear market was vacant. Chip Wilson saw this business opportunity and launched the Lululemon brand for women's Yoga wear. Nowadays, when we talk about clothes, we always consider "emotional needs". Some traditional brands do ignore this when designing products, but we have to say that Lululemon has discovered this from the beginning, and has caught consumers well.

Lululemon fashion blockbuster

Two

　　 Marketing and experience

So how did Lululemon turn from an obscure niche brand to the current sportswear? The strength of Lululemon lies in its dual functions of yoga experience Museum and clothing retail store. At the very beginning, Lululemon was different from traditional sports brands. It did not invite famous star artists to endorse their products. Instead, they collaborated with some yoga practitioners to develop community courses. They were also called "coaches". They were also called "opinion leaders" by some of them. Each coach was a member of the KOL team built by the brand itself, which attracted a large number of fans.

In fact, in today's era of big traffic, we can not see the "life span" of a popular traffic. Secondly, the red flow may drive the purchasing power of fans, but in a particular field, a "professional" seems more persuasive to attract consumers in this professional circle.

(Lululemon) "coach" in China

In many communities, brands sponsor a number of open yoga courses every week, and hundreds of people participate in each activity. In this way, Lululemon is not simply selling clothes. For the development of this community culture and the "brainwashing" of brand concept, it is hard for Yoga lovers to be attracted to Lululemon and transform it into "die loyalty powder". Therefore, the "Stickiness" of these fans is very "tight". According to market research firm, even in the economic crisis, Lululemon's "hard core fans" will spend $92 on a brand of sports pants, while Nike's sports pants are only $60.

In the summer of 16, Lululemon in Beijing, Shanghai and Chengdu held a synchronized Chinese Yoga ceremony, attracting thousands of people's attention.

(Lululemon) China Millennium Yoga ceremony

Of course, the ambition of Lululemon is not just that. The activities under the net attract only a few people's eyes. They love outdoor activities and love collective sports. But what about those "curtilage houses"? Obviously, Lululemon will not let go of these fans. There will also be a "coach" course on Lululemon's official account with 3 million 280 thousand fans in INS. In some courses, clothing links should be placed on "coaches", so that fans can buy them. Obviously, fans are really interested in what they have.

Lululemon ins official account

I believe that as long as a friend who is overweight or muscle training knows the software "Keep", it is a fitness tool application with social attributes. Users can use fragmented time and choose fitness courses suitable for themselves at any time and place to carry out real person synchronous training. Just last year, Lululemon and Keep launched two major courses, tailored to Chinese sports fans, "follow up lessons" and "Keep Class".

Among the two major sports courses, "follow up training" is also divided into "HIIT fat burning yoga", "Yoga foundation entry" and "rolling iron yoga", while "Keep Class" is divided into "mindfulness meditation", "breathing exercises for athletes" and "runner yoga". Obviously, Lululemon has the heart to capture all fans in the field (whether it is beginner, amateur, senior or professional).

Not only that, Lululemon and Keep launched the "21 Day Yoga Challenge" online challenge. The Challenger who has completed this challenge will have the chance to get Lululemon's products. From experience to consumption, it is also the purpose of Lululemon's move. It not only gains a bunch of fans, promotes products, but also deepens the impression of brand culture.

Lululemon and Keep cooperate posters.

Lululemon also built "exhibition hall stores" and sent some "advanced yoga players" to the yoga experience or other activities. Compared with the "community curriculum", "exhibition hall stores" can better optimize the consumer experience and deepen the brand impression.

Lululemon Vancouver "exhibition hall"

Of course, Lululemon's consumer experience is not just reflected in such activities, but also clothing itself. There are two "laboratory stores" in the world, which is a move for the brand to go deeper into the wider clothing market. The clothing, leisure, fashion and simplicity of the "lab store" is a good choice for everyday wear, even for men's wear. Moreover, Lululemon has indeed harvested a bunch of male fans, and INS account Lululemon also has hundreds of thousands of fans. Of course, compared with Lululemon's official brand account about three million fans, there is still a big gap.

Lululemonmen ins official account

Lululemon also called the slogan "fabric change", saying that these clothes can cope with changeable weather. Consumers can also see the whole process of clothing from fabric to clothing, and can also give designers their own ideas. There is no doubt that Lululemon is developing towards diversification, and has absorbed more consumers besides Yoga players.

(Lululemon) "laboratory store"

The success of Lululemon not only attracts ordinary consumers, but also stars of all kinds.

Lululemon Star Street Photo

Three

　　 product

If a brand relies solely on marketing instead of products, it will soon die, but Lululemon not only pays attention to marketing, but also attaches great importance to products. The introduction of product design concept of Lululemon official website has many functions about fabric and technology, including Luon, Luxtreme, Rulu. Gamma , Nulu Gamma , Swift, Mesh And Coolmax, Evonatural, Natural Blend, Silverescent Silverescent.

Among them, Luon is one of the core fabrics of Lululemon. It is a combination of high-tech and cotton like fabric. It has super resilience. It is the core component of yoga or other low-intensity sports products. According to the study, it also has three different versions, each version has its own unique advantages.

"Luon" fabric products, ladies long sports underwear *Wild

Luxtreme is a moisture absorbing and sweating four-dimensional elastic fabric with cool touch, like second layers of skin. When we sweat, this fabric can play a strong moisture absorption effect, and the texture is light and soft, supporting and technical performance.

* Luxtreme fabric products, men's sports tights, *SW Fullux,

Swift this multi-functional knitted fabric is tough and light, and can be freely operated during movement and stretching. It perfectly integrates waterproof and sweat absorbs, and is the perfect choice for outer jacket and inner lap. Swift fabrics are designed for maximum strength training and long distance commuting. They feel like nothing, wearing unencased wrapping and breathability.

Swift fabric products Speed Up lady sports mid Waist Shorts

Mesh And Coolmax Coolmax fabric is lightweight, elastic, hygroscopic and perspiration. These fabrics are both encapsulated and airy. The net surface is light and thin, with excellent elasticity, soft touch, breathability and sweat absorption. It is an ideal choice for high intensity exercise. It allows sweat to penetrate from the body to the outer layer of the fabric, allowing you to keep cool even if you sweat.

Mesh And Coolmax Coolmax fabric products High times sports pants

Evonatural fabric combines soft touch, natural fabric and brand new hi-tech performance. Lululemon has pushed the popular fabrics FrenchTerry, Oxford, Pima and Chino to a new height, which has injected moisture and sweat perspiration and super elasticity. Qwick Oxford fabric breathed and sweaty and dried quickly. Even in the middle of the way, there was a sweat in the sweat. But when I arrived at my destination, I felt so refreshed. Lululemon uses two dimensional elastic Qwick Oxford fabric to keep the movement unfettered. Both visual and tactile fabrics are similar to classical shirting fabrics, and have moisture absorption, sweat perspiration and quick drying performance. Active positions also add extra elasticity. Qwick Chino fabrics are both visually and tactile with natural natural denim, but the high technology performance will be a big surprise. The ultra lightweight 2-D stretch Qwick Chino fabric has a reflective protection function. It can also be safe when weather changes.

Evonatural fabric product Commission men's short sleeved shirt

Just introducing these fabrics, presumably many consumers will be attracted and will have the idea of trying these product experiences. We also have to admit that Lululemon's product R & D is really a lot of work. It is precisely because of this, consumers will insist on buying Lululemon products.

Four

　　 dispute

But it is such a brand that I am deeply lost in thinking if I did not practice yoga.

The reason is that not long ago, in April 19th, Lululemon's global art director, Trevor Fleming and artist Jess Sluder, designed a long sleeve named "bat fried rice T-shirt", with a pair of chopsticks shaped bats on the dress pattern. The back print was a box shaped meal with bat wings, and the two sleeves printed "no, thank you", and it was called "humor". Soon, there was a huge wave on the INS, which obviously aroused dissatisfaction among Asian and Chinese fans. It was a discriminatory behavior to question the move to link the epidemic with Chinese Americans or Asian Americans.

Question clothing map

Lululemon global art director Trevor Fleming's forwarding of Jess Sluder has led everyone to point to the yoga clothing brand lululemon.

Soon, Fleming deleted the post. The main Lululemon also came out and pointed out that Trevor Fleming is not an employment relationship, and the problem dress is not from Lululemon.

Lululemon brand Chinese statement

Jess Slude also issued an apology statement, saying that the dress was not produced, and it also left the relationship between Lululemon and this matter clear, saying that she did not realize the discrimination problem.

Jess Slude statement

But in fact, Lululemon was deeply bogged down by the "3L" incident, Chip Wilson's "body discrimination" and the recent scandal of spokesmen.

As a consumer, what I want to say is that the success of a brand is not solely a product of excellence and communication of ideas. We recognize that Lululemon's marketing is very successful, and that its products are indeed extraordinary. But as a brand image, the brand owner, whether the boss or employee, should maintain a good social atmosphere, rather than make some controversial behavior, who or who is injured. This scandal has not only hurt its brand image, but also harmed the hearts of consumers. Public morality is also a virtue that we should all possess as a brand and as a consumer.

Text /Ananas

Fabric professional introduction from brand official website

Pictures from the Internet