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#Marketing#
Recently, I have told everyone to tell you the most popular item in the dressing industry. What is the mind of everyone? I believe many people think of yoga pants !
Nowadays, yoga pants are no longer a must-have for fitness exercises, but are fashionable items for outfits. Street photos of many celebrity celebrities can be seen everywhere. People who appreciate them think yoga pants are light and comfortable, and can also show perfect body curves. Some people also think that this kind of "autumn pants" is difficult to appreciate. With the emergence of two voices, yoga pants have become popular on social media!
can turn yoga pants into fashion items for non-sports occasions, so we have to mention a brand, that is, a pair of yoga pants sold for thousands of yuan. Although the price is very expensive, it is still sought after by countless fashionable girls. Today we will disassemble the marketing logic of lululemon!
In-depth insights and lock in the consumer group
Any brand that is well-known to the public cannot do without in-depth insights into consumers. In this regard, lululemon has done a very good job.
With the development of the times, the public's consumption concept has been continuously upgraded, especially the consumption capacity of female consumers has improved significantly. They are more willing to pay for high-quality products. Compared with the concept of women getting married, having children and taking care of their families in the past ten years, contemporary women pay more attention to investing in themselves and improving themselves. Among them, yoga is an exercise that is very suitable for women to cultivate themselves. After locking in the crowd and the market, lululemon decided to focus on the yoga pants market based on the clear consumer portrait, constantly maintaining the brand's position in the women and yoga market, and constantly trying new products in jogging, traveling, commuting and other scenarios, successfully becoming the industry leader.
attaches importance to details, differentiated pricing strategy
Friends who know about this field must know that lululemon's yoga pants can be sold for thousands of yuan, and such a pricing is directly three times that of similar products on the market, but many women are still flocking to it, which is inseparable from lululemon's refined processing of product details.
The difference between most yoga pants on the market is that lululemon also solves the problem of fabric sewing while paying attention to beauty. It exposes the lines at the stitching to the outside, so that friction with the skin can be avoided during exercise. At the same time, the fabric is soft and comfortable, wear-resistant and easy to wash, and the details are made with great care.
So, with such small details, is it worth buying lululemon at three times the price? Of course it is not enough! Therefore, differentiated pricing is also one of the marketing strategies of lululemon. It has insight into the consumption concepts of contemporary women. Women who value physical health and body management need a pair of yoga pants that are different from ordinary products to show their taste. Since then, the yoga pants on the market have been divided into lululemon and other brands. brand effect has allowed countless girls to see lululemon at first sight, and lululemon successfully opened up the domestic market.
Herd mentality, opening the market from a professional level
It is not difficult for you to find that lululemon's popularity seems to be without warning. He did not invite those traffic stars to endorse, nor did he find well-known anchors to sell goods, and there were no marketing activities that left an impression on the public. So where did he start to become popular?
The answer is yoga teachers and sports experts. They use these groups to open up the market and become famous with their professional image. Then they continue to use people's herd mentality to deeply imprint the brand of lululemon in consumers'
in their hearts
. When everyone is wearing this brand in the yoga circle where a consumer is in, consumers naturally raise the range of product price psychological acceptance, making lululemon naturally a leader in the yoga pants field.
From the road to success of lululemon, it is not difficult to see that without fancy marketing, niche products start from the niche group, and persist in making reputation and community... Perhaps it is also a different path for brand growth.
Can you appreciate the current new fashion of yoga pants worn outside?
Author: Wujing
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