Taking Women's Clothing As The Center Of Gravity, Lululemon Turned Out To Be "Denatured".

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Recently, I want to be more manly.

According to the world clothing and shoe net, Lululemon, which is famous for its experiential marketing and rarely advertised, launched its first male advertising campaign.

VICE's internal marketing team Virtue, in this group of Strength to be themed promotion, has found some unusual male figures, such as surfer Mark Healey, publicity nonviolent speaker Ibn Ali Miller, the first openly gay person, and the Olympic boxing Puerto Rican Orlando, rap singer and musician.

This is actually the continuation of the first wave of global advertising strategy in May this year, emphasizing the inclusiveness and rich connotation of yoga through different and even no direct relations with yoga.

It is easy to see that this marketing strategy emphasizes mental and emotional.

The sports brands like Adidas and Under Armour are very similar.

"Strong men are not just physical, but we also want to show their emotions and hearts."

Virtue Executive Creative Director Cameron Farrelly said.

As for the brand of yoga clothes that once exploded in the way of selling life, the signal was that it began to exert its strength towards the male sports category.

Since 2016, Lululemon, which focuses on women's clothing, has encountered many difficulties.

Some of the lower priced competitors began to compete for their sites, such as the launch of the sports brand Athleta by Gap, and the copying of Lululemon's "brand ambassadors" for the promotion of community publicity.

Calvin Klein, Nike and Under Armour have also launched similar product lines and higher ones.

As the North American sportswear market is facing the challenge of growth slowdown, Lululemon will not adopt new strategies.

It recently closed down some Ivivva stores aimed at young people to increase its attention to the men's wear market, hoping it will become its next growth point.

At present, men's clothing business accounts for 20% of total revenue, while male consumers account for only 30% of new customers.

The goal of Lululemon is to raise the business income of men's clothing to 25% in 2020, to 1 billion US dollars.

Lululemon has attracted some attention by launching some "exploding" products, such as Anti-Ball Crushing, which can solve the embarrassment of men's tight crotch.

The official saying is that this pair of trousers is more comfortable than normal clothing, but it is not as loose and baggy as sports pants and jeans.

Anti-Ball Crushing

But at the moment, Lululemon will not create a new brand with more masculinity, but follow a unified brand.

"Lululemon is still in the initial stage of plating a female brand into a male brand," chief executive Laurent Potdevin said in an interview. "But in the long run, men's clothing and women's wear products will share a brand, and the brand strength of the future will be stronger."

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