In just a few years, the ranking of the global sportswear market has changed from Canada. Dark horse? Lululemon has replaced Andema as the third most watched sports brand, and it continues to grow.
For the middle class in many first-tier cities, a pair of lululemon yoga pants, like a Dyson hair dryer, is a symbol of status and lifestyle. As a star product of lululemon, the retail price of a pair of lululemon yoga pants in China is between 750- 1000 yuan, while Nike tights are about 300-700 yuan. Lululemon yoga pants insist on no discount. On the one hand, due to the strong market demand for yoga pants and tights, yoga pants and tights have become a part of young people's daily wear.
Compared with other sports, yoga has only become popular around the world in the past 20 years. Lululemon is also taking advantage of this to become popular and develop rapidly. Whether it's supermodels like kim kardashian and kendall jenner who have over 100 million fans on Instagram, or young people in Europe and America who regard tights with different colors or patterns as daily clothes, the boundaries of dressing scenes have been further broken, and now yoga pants can be seen everywhere on the street.
Different from traditional sports brands, most of fitness sportswear takes men as the starting point, while lululemon chooses yoga as the starting point, aiming at female consumers from the beginning. Therefore, when more sports brands overweight the women's sports market, lululemon has seized the initiative.
In addition, its growth largely depends on the binding with yoga culture and yoga community. When entering a city, lululemon will find about 20 local yoga teachers to cooperate in the form of clothing sponsorship, and the brand will also hold yoga classes in the community to increase its popularity.
Brand becomes a belief, and users become the tap water of the brand, which is constantly spread and then spread.
Thanks to various factors, lululemon has become the new favorite of the upper middle class.