LULULEMON is a specialized sports and leisure brand, and this alone distinguishes it from many other brands.
For example, NIKE, although its sports attributes are very strong, it is not very popular for daily use. However, LULULEMON's style can be worn in addition to formal occasions, and it is also very simple and fashionable in daily life. And when you walk into a LULULEMON store, the first impression the store gives you will not make you think that the design of their clothing is very attractive, but their clothing has a very good upper body effect, and in the vernacular, it makes you feel comfortable just looking at it!
Every Krypton trademark shows that lululemon is not a newly emerging trend brand, but a Canadian brand that entered China for trademark registration in 2001.
In addition, LULULEMON has taken a very vertical path, and they chose yoga as a breakthrough point. The well-known NIKE and ADIDAS brands give the impression that they focus on sports such as running, while the yoga market is blank.
Currently, LULULEMON continues to appear on various social networking platforms, and it even appears whenever fitness is mentioned.
Not only that, today's young people also pay great attention to the "sense of ritual". Whether they exercise or not, they must buy all the equipment first!
It can be said that Lululemmon has become a very popular way of socializing, and to a certain extent represents a quality, fashionable, comfortable and healthy attitude towards life.
Just on the 5th, lululemon, an internet celebrity yoga pants brand, was fined and trending on Weibo for passing off substandard products.
Faced with heated market discussions, the brand quickly responded that it would actively rectify the problem and remove the product from the shelves. Some netizens couldn't help but marveled and commented: It's so expensive and they sell defective products, it's too much!
Yesterday, the official Weibo rushed out a response and apologized.
Thanks to down jackets, lululemon is really popular this time
In fact, as early as the opening ceremony of the Winter Olympics (also known as the International Down Jacket Expo), Canada's "a touch of red" appeared, and the down jackets on his body were quickly stripped off! So... lululemon, which debuted in the Olympics for the first time, quickly became famous↓↓↓
. It quickly appeared on Weibo's hot search, setting off a wave of recommendations on the Internet: netizens expressed that they were "planted" and "asked for links"... .
lululemon: Do you think I just sell yoga pants?
However, how can lululemon, which started out with yoga pants, squeeze out Canada Goose, the aristocrat in the down jacket industry, and Roots and Hudson's Bay, which have contracted the Canadian team uniforms for all previous years? ?
Look at appearance: Although lululemon’s main business is selling yoga pants, it is no less good at making down jackets. Taking the Winter Olympics team uniforms as an example, lululemon has made a lot of innovations in design, tailoring technology, colors, technology, etc.
According to the financial report, lululemon's revenue mainly includes 3 parts:
Offline direct store revenue, and other revenue from outlets, yoga studios and other scenes. Direct-operated store revenue accounts for more than 60% of total revenue. In recent years, the same-store sales growth rate has been stable at 8%-9%. However, the rapid expansion of the number of global stores has made
and currently, China has become lululemon’s largest overseas market.
Lululemon has no marketing department, never advertises, and never invites celebrity endorsements. What is the reason that makes Lululemon a commercial legend in North America?
Lululemon has a special community culture, and the main way to promote its brand is the user community.
Initially, founder Chip Wilson relied on the model of cooperation with coaches and sponsoring community yoga classes to create a community and group atmosphere. He accumulated a large number of fans in a short period of time and stood out from many sports brands. Every time
develops into a city, it will send a team to participate in local yoga-related activities, discover and tap "opinion leaders" in the yoga field, let them experience the product, and persuade them to serve as "community contacts."
Therefore, Lululemon’s products achieve not only functional benefits for consumers, but more importantly, emotional benefits.
▲Oh my God, I am so poor that I have no money to eat. It’s crazy!
You can spend another three hundred dollars on Lululemon.
Whether at home or abroad, the reviews of Lululemon are overwhelmingly positive, and the only drawback is that it is too expensive.
Do you think it is necessary to buy yoga pants and fitness clothes that are too expensive?
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