Yoga pants for people who don't practice yoga?

Lululemon's material

Lululemon, a yoga brand, has recently become a hit in the country, and with it comes a reputation for monopolizing yoga clothing. The feedback from Lululemon's customers made me wonder what kind of material it was that allowed the brand to corner the yoga wear market. And attract customers, so that customers can buy back unlimited.

First, let's talk about Lululemon's positioning as an athletic brand. Lululemon has been described as "Canada's premier professional sportswear brand" and has nearly 360 stores around the world. In North America, it has become the first choice for people's fitness, yoga, and other sports clothing. Lululemon stands out from many other athletic apparel brands to become synonymous with yoga wear and fashion. Celebrities and women alike are proud to own a Lululemon. Lululemon's consumer base is the new middle class, one of the characteristics of which is that they are less sensitive to price and more concerned about quality. Lululemon's ideal customer is, "A woman, single woman in her 30s, making $100,000 a year. She is very busy, has her own apartment, loves sports, and fashion, and spends an hour and a half every day working out." Unlike previous sportswear brands, Lululemon is adding fashion and design to the premise of functional sportswear. At the same time, it created a new market for athleisure. Lululemon's clothes can be worn for sports as well as casual wear. As a functional fashion brand, that's what makes it stand out.

Lululemon is overpriced in sportswear, but it will still make many people love it and buy it again. To address this consumer phenomenon, I studied Lululemon's materials. Lululemon's classic yoga pants use top-notch fiber materials. The fabric is sweaty and non-sticky and does not create the same heavy feel as other pants. It is not bound to exercise, and even many customers evaluate that wearing is just like not wearing. This kind of material starts with the thread. The material used in the fabric is imported from Israel, which has the characteristics of ultra-light and is called the second skin. At the same time, the cross-sectional area of the opposite sex becomes larger, which enhances the moisture absorption and sweat removal function of the fabric, so that many people will not feel the pants tightly attached to their legs even if they sweat during exercise. Lululemon's insight into consumer needs and emphasis on fabric technology has created a mismatch with other brands. In the past, yoga products would cause embarrassment when people did exercise because of the thin fabric. Lululemon, however, has avoided that embarrassment by changing the transparency of its fabrics with a unique brand change. This set the stage for the future of leggings.

Second, Lululemon has made a unique change in the cut of its yoga pants to make them fit better while exercising. Lululemon takes the stitching lines from yoga pants and places them on the outside. This adjustment avoids friction between the lines and the skin, while the exposed lines better modify the visual proportions of the waist and legs. It is a design patent exclusively owned by Lululemon, aka Anti ball crushing. The main thing is to add a bit of intrigue to the crotch area to make the pants feel more comfortable. Because yoga is a big exercise, Lululemon makes changes in tailoring so that customers can feel more confident about completing each movement. Don't worry about your clothes not fitting during yoga. It also highlighted the fit of a range of sportswear trousers.

Finally, Lululemon's pants use a fabric called No Stink Zinc. The function of this fabric can reduce clothing odor and anti-wrinkle. As we all know, exercise requires a lot of friction and movement stretching, so it is inevitable that many hairballs will be rubbed on the clothes. But Lululemon uses the same material in its sportswear to increase wear resistance. Before Lululemon, a lot of yoga pants and workout clothes were common, and after a few wears, the pants started to develop a lot of balls from friction. Thus greatly reducing the comfort of the clothes. But when Lululemon introduced the pants, it boosted their usage. It will not cause hairballs in pants due to large movements. Increased reuse of clothes and pants. Secondly, this material can also inhibit bacteria and reduce odor, because in the process of exercise, you will sweat, and sweat will produce some odor. The fabric can inhibit odors, prevent embarrassment during exercise, and prevent bacteria from developing when the clothes are improperly washed.

Maybe swimming in leggings will become the new fashion trend!

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