Lululemon Finally Remembered The Male Market.

Last year, Under Armour's female consumer has increased to 600 million, which is almost catching up with its core male business size.

According to Under Armour's CEO Kevin Plank to Business Insider, the company's total revenue exceeded $3 billion in 2014.

There are also a series of professional sports brands such as Nike, Adidas and so on.

Under such pressure, Lululemon has finally begun to look at the market potential of the male market and sportswear from last year, and it wants to increase its product line.

In order to make sure that men would buy things in the shop, Lululemon inspired Mousika to design products with Duke, the founder of Chip Wilson's son.

Duke, 35, likes to surf in summer and skiing in winter.

"The ideal Lululemon menswear customer is successful and loves sports."

Chief of Lululemon

Felix del Toro told reporters, "he should have taste, work hard and full of sense of humor.

He is a multidimensional person who can be your friend and your sister wants to marry him.

I know, he is such a person.

Men's clothing plan named after Duke

The profit exceeds $100 thousand, which means expansion.

The strategy has begun to work.

Men's sales increased by 16% in the last quarter. To a certain extent, thanks to the hot "Anti Ball Crushing" trousers at the beginning of this year (to protect private sports pants, Lululemon's official website reads: breathe to you and your testicular space), priced at 128 US dollars (800 yuan).

In addition, the company also plans to open the first male specialized shop in 2016.

But Lululemon must also realize that all efforts to fight against competition are still the beginning.

If Lululemon's men's and women's wear lines do not increase much beyond the category of Yoga wear, new customers are still limited, because consumers are constantly changing their favorite sports.

Therefore, when the sportswear goes all the way to the female market, can the reverse Lululemon move upstream, depending on whether it decides to be a simple yoga retailer or to pform itself into a sporting goods retailer.

In the face of increasingly crowded sports goods market, Lululemon has much to adapt to.