With the shortening of the popular cycle, lululemon has now found a selling point that is more resistant to changes in fashion trends. "We made this monster of sports and leisure wind." Lululemon's CEOLaurentPotdevin told me this. Before we even developed the consumption habits dominated by “explosive modelsâ€, many people first knew that lululemon was created because of the brand's somewhat meditation movement, which created the complete concept of “athleisureâ€. And let it keep popular until now. However, from Potdevin's description of the word, he is obviously not interested in this trend. This is quite prescient. With the shortening of the popular cycle, lululemon has now found a selling point that is more resistant to changes in fashion trends: highlighting the shaping characteristics of the product itself, and then wrapping the sportswear in a chicken soup slogan with the theme of “friendship, love, and lifeâ€. In the bag. The brand also emphasizes the layout of the offline sports community (hot sweat community), through the organization of offline fitness activities, more realistically highlight the brand's emotional value, let you have a good impression. This seems to the user to be a kind of "sexy marketing" that is not singular. The same is true for the “family†Canadian geese from Canada. Although you may fall in love with this expensive down jacket because of its high warming factor, at a deeper level, it creates a society that is full of anxiety, and it does not really provide it. The sense of security experience - these two examples also show that you should never underestimate the emotional value of a piece of clothing. If future consumption decisions are no longer dominated by trends, then sports brands increasingly need support from product innovation. This is also an important part of lululemon's five-year plan, in addition to global expansion, e-commerce development, and increased market share for menswear. Lululemon also loves to play "black technology" on the ingredients of the product. For example, it launched a sports legging that is said to contain seaweed ingredients. However, after analyzing the fabric materials, The New York Times found that the tight pants were not really mixed. Seaweed. Lululemon's new line of products is based on “sensation†and consists of 81% nylon and 19% Lycra nulu fabric, which consists of a “naked†legging. Three years ago, a series of problems such as management changes and poor inventory management had caused lululemon to fall into a trough. In that year, the tight-fitting trousers that were recalled for over 98% of the total inventory accounted for 17% of the total inventory, causing huge losses to the company. ChipWilson, the former CEO and founder who offended the consumer, was forced to retreat, and the company's share price plummeted. At the time, investors believed that once a clothing brand was no longer popular, it would be hard to get angry again. However, unlike the still struggling J.Crew, TommyHilfiger, who is still struggling with the net red group, and of course the overly sexy Abercrombie & Fitch, the management's lululemon seems to have turned around in just six months. What it did was add a layer of fabric to this "failed" leggings, cut the price by $6, and name it "Give me another chance" and then re-list. This kind of humorous and somewhat emotional brand rebranding strategy is also in line with lululemon's corporate culture. "Don't pay attention to what you lost, but pay attention to everything you have" (Dontfocusonwhati Smissing, focusonwhatis), "Life is like cycling, you have to keep moving forward to maintain balance" (Lifeislikeridingabicycle, inordertokeepyourbalanceyoumustkeepmoving) such "chicken soup" is spread throughout the company's bathroom and passage in Vancouver, Canada. Lululemon's employees work out together every day, at least on the surface, which creates a vibrant, united atmosphere. Of course, the joyful spirit of self-entertainment that Canadians bring is also extra points. Of course, the lululemon that has weathered the crisis in a “easy†posture is still facing challenges: the competition in the sports brand market will only become more and more intense. New York lifestyle sports brand OutdoorVoices has invested in JeanTouitou, the recently-popular French street fashion brand APC founder. H&M's focus this season has also become sportswear, and not long ago, Yogasmoga, a sports brand that also focused on yoga. It was declared bankrupt because of poor management. The renewal of sports and leisure winds is also too fast to be numb. Lululemon wants to maintain an unconscionable image and may need to seek more breakthroughs. The men's yoga (manyoga) series that it is trying to look like is very interesting. Fun hot text: classic clothing design in the history of clothing When choosing a shirt, you definitely don’t pay attention to these 5 details. Song Ouba "remarried" Kolon Sport China market for the owner Editor in charge: null shaoxing rongxi textile co.,ltd , https://www.rongxifabrics.com