When the newly bought yoga pants are in hand, the young people in the town may not know that they are following the strong wind from lululemon across the ocean
.
However, in any case, the worship of yoga pants has been carried forward to all villages and alleys from senior yoga room and Beijing, Shanghai and Guangzhou CBD
.
Now we have to believe that yoga pants are a belief
.
Urban migrant workers voluntarily took out a month’s rent and bought a middle-class label from lululemon
.
The little sisters in the county squatted in the live broadcasting room to compare the leg effects of “Barbie pants” and “shark pants”
.
Yoga pants are everywhere
.
It is difficult to have a sub category like yoga pants, where people take the initiative to give it new value
.
In the middle-class yoga community, yoga pants represent the ultimate sports experience; In the city commercial street, yoga pants instead of its owner publicize the rare value of money, leisure and body; Even in the fashion circle of the county, people who catch up with the trend will not fail to understand the collocation of boyfriend style jacket and yoga pants
.
Lulu is more compatible with difficult yoga movements/ Lululemon’s official website was born in a sports store in Canada
.
After more than 20 years, yoga pants have gone all the way from west to East, and then from the center of Shanghai Kerry to the entrance of the market village
.
In the adventure journey of yoga pants, we watched its actual movement function being stripped off, slowly becoming a value label, and then re labeled with the magical process of mysterious body shaping effect
.
As high as thousands and as low as a few pieces, each circle has different needs and imagination, and yoga pants have been realized for them
.
Human clothing has developed for thousands of years, and finally added a new basic collocation
.
Fitness is not the main function of yoga pants The ancients said that people are divided into groups, which seems to be right
.
People can really identify the same kind by wearing lulemon
.
“ I saw several people wearing lulu in Raffles today
.
” An Yi feels that his loyalty to lululemon is absolutely based on the real evaluation of the use experience
.
“It’s really easy to wear at home.” When you go to work or after the weekend, you can see beautiful ladies on the busy streets, with delicate eyeliner, delicate makeup, large handbags or gym bags
.
If she wears a pair of yoga pants, you know, it is probably only lululemon in the yoga pants
.
” Offline gathering of “Lulu congregation”/@ Lululemon eats salad, yoga, indulgence in the gym, and make complaints about other sports brands
.
A brand can derive a whole set of “life philosophy”
.
Relying only on women’s Yoga Pants, lululemon’s share price rose more than 10 times in the 13 years after its listing
.
Last year, under the influence of the epidemic, it still handed over the brilliant achievement of 11% annual revenue growth
.
The market value of about US $40 billion once surpassed Adidas and was second only to Nike among sportswear brands
.
What’s the secret of this pair of pants that created a market on their own? The first step to make the story moving is the infectious entrepreneurial experience and the black technology of fabric and garment manufacturing
.
Good at metaphysics
.
At the end of last century, chipwilson, a Canadian who was obsessed with yoga, found that with the improvement of education and self-awareness, more and more women came into contact with yoga, but the cotton polyester blended sportswear was not suitable for a large amount of stretching, but also easy to cause embarrassment after sweating
.
Therefore, chipwilson, who has experience in outdoor equipment business, accurately sees this absolutely subdivided field without predecessors’ involvement, and is determined to make yoga pants that “provide women with an impeccable use experience”
.
A good story already exists
.
In this context, lululemon naturally claims to be a technology company“ Partition compression design “,” supporting key muscle groups “,” ergonomic wearing feeling “..
.
A lot of proper terms came into being
.
Such entrepreneurial ideas have achieved unprecedented success
.
Digital printing art/ On lululemon’s official website, it’s hard to imagine that there will be a spontaneous social group to discuss clothing technology such as cutting, routing, fabric and touch, but lululemon did it
.
For several yoga pants that look no different, enthusiasts can point out the subtle differences in the routing mode, blended fabrics and printing patterns at a glance, and cover their mouths to evaluate “beauty crying”
.
The threshold woven by lululemon is right in the middle of the unique culture that middle-class women want to create for themselves: wear it, you will get health, have wealth, and become a perfect elite who understands science and technology and loves sports
.
Sports equipment has attracted more and more attention
.
In 2013, this “middle class illusion” entered China with lululemon
.
Without too much discomfort, the enthusiastic audience and research groups in first tier cities were infected with the same style
.
More than 90% of the people who wear lemon yoga in the classroom think they offend others because they wear lemon yoga every day
.
There are not a few beautiful women who spend more than 10000 yuan a month and sit in more than 50 yoga pants
.
The Xiongwen “I’m going to live my life with Hermes on my back” by the fashion editor is an extreme manifestation of addiction
.
At this time, wearing yoga pants may no longer be for yoga
.
The important thing is that the figure, taste, class and an image of self-discipline need to be seen
.
Fitness coach lululemon net red anchor shark pants Lululemon can’t go to the sinking market, but yoga pants can
.
When fitness coaches introduced thousands of yuan of new technology applications in the advanced gyms in first tier cities, e-commerce anchors also promoted the slimming effect of dozens of Yuan shark Library in a simple and exaggerated way in the fitting room
.
Shark pants “lose weight”
.
Loyalty and even madness, from lululemon to affordable yoga pants, are inseparable from unique community marketing
.
Lululemon clearly knows that because of the deep binding with yoga, it is better to accurately touch the beautiful women who will spontaneously bring goods in the target audience than to earn cries through the traditional form of advertising and asking for endorsement
.
Athletes, corporate executives, artists, doctors, lawyers..
.
If the best Yoga lovers in all industries can wear lululemon, they will be the best promoters
.
Part time yoga instructors are another group of important opinion leaders it likes
.
Gymsquare’s 2021 China fitness industry report also confirmed that the group of part-time Yoga coaches has strong academic advantages, of which 94.1% have master’s degree or above
.
Therefore, it has become lululemon’s effective marketing strategy to provide clothing for brand image masters and part-time Yoga coaches from all walks of life in the form of discount or free
.
Learning fitness is the same/ When the growth myth of Yoga Pants entered China’s sinking market, the utility of this vertical marketing still exists, but in a more localized way
.
“ Zhang Dayi’s shark skin, Kaka’s same style, peach hip movement, a get small waist..
.
The way community opinion leaders add value bonus is still easy to use, but it has changed from the formula of Yoga coach and lululemon to the effect of star anchor and slimming
.
Same model, always easy to use.
.