Do you often go to the gym? Does anyone wear lululemon in your gym? It is possible that you don’t know much about this brand. Just a yoga pants that cannot see the logo but is worth more than 1,000 yuan, has become popular and is highly sought after by people.
You may say that just a pair of pants can be so hot, even if it sticks to the skin and has a buttery texture, no matter how easy it is to wear, it is just a pair of pants. Some people even say that these so-called skin-friendly and tightly worn on ordinary people are no different from autumn pants.
But this sweatpants called lululemon are often folded in the smallest Hermes bag, carried with you, and are ranked behind mobile phones and keys, and have an absolute important position.
But behind the pursuit of countless female friends, it is actually a class's pursuit of wealth and status. This pair of pants is just a real and realistic way of people's false vanity.
tells the story of the founder of the original business and conveys business wisdom. The founder of Ziya Tongqu is observing this issue, and let’s talk about the middle class trap behind this Lululemon.
lululemon
In fact, in 1998, the topic of female sports has just become popular. At that time, there were very few sportswear designed specifically for female athletes. Everyone's sportswear is not as light as it is now and is sweat-absorbing. Instead, it is very bloated and fat, with poor breathability, and does not absorb sweat. The wearing experience is very poor.
At that time, Chip Wilson, the designer of lululemon, observed this phenomenon and began to design and make a pair of sweatpants that improves these shortcomings.
Based on ski suit , he designed the thickness, size, fabric, etc. of the clothes, and made them with higher requirements. The new pants of
perfectly solved the shortcomings of breathability and ductility of women's sports pants before. In this way, the classic yoga pants that were successfully popular in later generations for 20 years were successfully launched.
Lululemon yoga pants not only solve these shortcomings, but also successfully add a sense of design. The pants are not exaggerated, and the overall style is low-key and restrained. It is not only suitable for sportswear, but also very versatile in daily wear.
Through some careful tailoring and close-fitting lines, it highlights the beauty of the woman's own body, which allows women with beautiful waistlines to better highlight their perfect figure.
Its special design can visually enhance the plumpness of the buttocks, while achieving the effect of lengthening the legs, highlighting the beauty of women wearing pants, which can be said to be the icing on the cake.
"Social Attributes"
consumers will be very happy to post photos of themselves wearing Lululemon on social media and give positive comments. In other words, Lululemon has more "social attributes" than other sports brands.
But is this really a pair of pants that can be compared with Hermes? For thin people, they are called lululemon, and for slightly fat people, they can only be called autumn pants.
But when it comes to lululemon, "Wearing this brand of yoga suit is equivalent to telling the world: I have time to exercise, come and see my figure.
lululemon can create a "self-disciplined" and "positive" image for her. . It not only shows that she is rich, but also represents "I have both money and a healthy lifestyle, and have time to pursue a higher quality of life", that is, I have both money and quality.
But after all, it is just a pair of pants, just such a single one. Pants can be compared with Hermès. Is it too high for a pair of sweatpants?
is the store of lululemon. Since May 2013, lululemon has opened three exhibition halls in Shanghai and Beijing, and it was not until December 2016 that it officially opened its first store. has not many stores in China so far, which is why we usually cannot see stores.
But although there seem to be not many stores, it focuses on high-end brands, so there are naturally people rushing to consume, which forms an addictive behavior to sportspants.
If you are traveling abroad, the first thing you can check is the lululemon store; when you go to the yoga studio to exercise, you must wear lululemon yoga pants and carry lululemon shopping bags; in addition, not only are you obsessed with lululemon pants, but even this brand of kettles and hair accessories are highly sought after.
big data analysis shows that with the continuous improvement of women's status, the income level continues to rise, and the continuous emphasis on oneself, a healthy and leisurely life has also become the goal pursued by many women.
How can you demonstrate your healthy and fashionable lifestyle and reveal your "upper" status in a real and unpretentious way? One thousand pairs of low-key fitness pants without logo are the best choice.
This pants represent "high-end" and "professional". Wearing it in the gym has become a trend. Who wants to admit that you are not as good as others?
Everyone is rushing to buy, the seller is making money behind his back and laughs wildly. The real middle-class people laughed slightly, only the new middle-class people have eaten pickled instant noodles for a few days.
In fact, it is not difficult to see the intention of merchants to establish such a brand image, but it is this image that attracts countless people to buy it, and face is far more important than money.
pairs of pants seem to have become the "ticket" for middle-class people to enter the "high-end" . If you want to enter the circle, you have to show it; while the new middle-class people are desperately trying to squeeze into the circle, and whether they like it or not, they have to grit their teeth and buy it.
Just looking back, is this consumption really necessary? Those shopping methods that make people sigh that they are not worth it and do not pursue cost-effectiveness seem to secretly help show off their wealth.
In this way, lululemon jumped to the top in 2020, with a market value of up to US$44 billion, and has even surpassed Adidas to become the world's second largest sports brand after Nike.
Fashion circle and even entertainment circles, celebrities and internet celebrities are loyal users of lululemon. If you wear lululemon, you will be seen by careful people at a glance. Become the object of envy and the focus of attention.
"Middle-class Trap"
Putting aside the entertainment circle, in life, most of the sales to lululemon are those in urban middle-class people who are under 50 years old, have more requirements for quality and need to manage their figure.
They are the most cautious class and are not rich enough to a certain extent, but their quality of life is far beyond that of the lower class of working people. They try their best to improve their taste and try their best to create a rich and powerful image for themselves.
The latter is not so easy to get, so it is to distinguish others in terms of taste and use it to resist one's tendency to sink.
lululemon is appropriately stuck in the heart of the middle class, especially the subtle treatment of the logo, which is clicked on the back and the top of the trousers, so it will not be indistinguishable from the crowd, nor will it be too eye-catching.
But in fact, whether it is the middle class’s pursuit of lululemon or the show-offs in our daily social networking, it is a manifestation of lack of confidence.
In fact, for consumers, demand and practicality should be the most important thing for a product. The attitude towards luxury goods should not be because you have luxury goods and become confident, but because you need strength to make you no longer feel that it is a luxury goods.
For ordinary people, such a pair of yoga pants worth thousands of yuan can be said to be of no cost-effectiveness, but among the luxury goods, a small pair of socks, an earring, and a very ordinary T-shirt may cost thousands or even tens of thousands of yuan.
Not to mention those bags, shoes, coats and jewelry, the price of millions is ordinary, which is worth the money that ordinary people can never earn in their entire lives.
In the eyes of real rich people, money is just a number, and luxury goods are just a social tool. The real rich mind often only cares about what is valuable to him.
For example, luxury goods, it is just because it can bring greater benefits to itself. On the contrary, the more you lack, the more you show off. Don’t let luxury goods become a burden to satisfy your vanity.
After vanity, it is the reality.Why bother pursuing something that can make people envious by showing off?
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