Lululemon Needs To Become Ubiquitous.

The expensive and well worn Yoga wear brand Lululemon has recently been seen as a trend of concern. Now this "Athleisure" wind (Sports + Leisure), with the popularity of the vest and the abdominal muscles together.

Although Lululemon herself is walking on a approachable route, she claims to provide women with comfortable and casual clothes that they can wear at any time. However, analysts believe that becoming "ubiquitous" is not necessarily a good thing for brands.

According to research firm NPD group's data, last year, the women's market sold more than 18 billion dollars, and its contribution came from Nike, Lululemon, GAP and so on.

In the past second quarter, the gross profit margin of Lululemon dropped to 46.8% from 50.5% in the same period last year because of the increase in the cost of sales. The group's profit forecast for the third quarter is also far behind the market expectations. However, in the Asia and Middle East markets that have just begun to expand, Lululemon is far away from "everywhere" and there are hundreds of stores.

Many brands have paid a lot of shops and shops when they complain about the steady growth strategy between old customers who complain that brands are not so cool and new customers coming in. Lululemon, which is based on the approachable product quality, has just started at the starting point of the track.

"This kind of red explosion is like a kiss from death to fashionable fashion brands, especially those who try to get close to the rich young consumers." Robin Lewis, an industry expert, wrote on his blog that MichaelKors and Tommy Hifiger had experienced such a decline in sales.

In order to attract consumers, Michael Kors increased by 30% in one year. Number of stores This does not include the store area of Macy 's and Nordstrom in the department store. But sales fell by two digits, and inventories rose by more than 20%.

Lululemon is like Coach or Juicy Couture in sports industry. People are willing to pay more for the concept of luxury. However, when everyone has one, the brand is not so cool. Imagine that when you buy a single product excitedly, you will find everyone wearing it on the street for second days, and you will feel that all your thoughts are in a flash.

and Lululemon The problem may be more than that. The problem of product quality even affects the price of second-hand goods on eBay. Like 2013 years old, a group of yoga pants is too thin to recall the crisis is not an example. Some consumers even want to spend 800 to 1000 dollars on the second-hand Lululemon that they produced earlier, rather than the new ones in the store.

Under Armour has become the second largest sport brand in the United States, and New Balance has launched a series of women in the autumn. New sports products 。