Product Development And Merchandising Of Lululemon (2021/Q1) by wang zoe

Product Development And Merchandising Of Lululemon (2021/Q1) Group work by Menglin Li \ Jiang Qi \ Xingyun Wang

CONTENT

PART ONE

Information integration and graphic design by Wang

COMPANY OVERVIEW BRAND POSITIONING MARKET TACTICS VISUAL SYSTEM APPENDIX

PART TWO MARKET ANYLYSIS

Information integration by Lee and Jang , graphic design by Wang

EXAMPLE BRAND : RUNWAY

Information integration and graphic design by Jang

EXAMPLE BRAND : ALO YOGA

Information integration and graphic design by Lee

PART THREE PRODUCT ANLYSIS

PART FOUR CONSUMER INTERVIEW

Information integration by Lee and Jang, graphic design by Wang

PART FIVE PLANNING (2021/Q1)

PART SIX PRODUCT DESIGN & DEVELOPMENT

Individual work ( Wang \ Jiang \ Lee in order)

PART ONE

COMPANY OVERVIEW HISTORY

LULULEMON

PRODUCTS

MANIFESTO

What Products Does Lululemon Make?

Founded in Vancouver, Canada

The company’s offerings include articles of

in 1998, lululemon athletica

clothing such as pants, tops, shorts, and

is a technical athletic apparel

jackets that people can wear as they engage

company for yoga, running,

in fitness activities such as running and yoga.

training and most other sweaty

In addition to clothing, the company also sells

pursuits.

accessories such as bags, socks, and yoga mats.

CORE VALUES

• • • • • • •

Quality Product Integrity Balance Entrepreneurship Greatness Fun

Where Do Products Come From? Lululemon outsources almost all of its

Manifesto is one way that Lululemon shares culture with the community. It’s an evolving collection of bold thoughts that allow for some real conversations to take place.

production, with suppliers in South East Asia, South Asia, China, and other countries. Only one percent of its products are manufactured in North America, which Lululemon sees as a way to quickly and effectively respond to changing market trends.

''We are passionate about sweating every day and we want the world to know it.'' ''Breathe deeply, put away your phone, the real world is not on hold.''

BRAND POSITIONING TARGET CONSUMER

①

②

Demographic Segmentation: Gender: Women

Age: 35 Income: 20,000+RMB Education: College education

Age: 28 Income: 15,000+RMB Education: Post-graduate degrees

Lifestyle/Psychographic/ Behavioral Segmentation: • Generation Y • Beijing • Financial manager • Cycling • Self aware • Natural • Appreciates quality

Lifestyle/Psychographic/ Behavioral Segmentation: • Generation Z • Beijing • Fashion designer • Yoga • Self aware • Brand conscious • Appreciates quality

Lululemon aims to target young professional women between the ages of 25-40 who are busy with their career and family but are still concerned about maintaining a healthy lifestyle.These women are well educated and have a high income to spend on Lululemon's merchandise.

PRODUCT POSITIONING

• Athleisure

thleisure refers to casual clothing which is designed to be worn for exercise and general use- --Lululemon was

positioned to help create and take over the athleisure concept.

•Technology and Personalization

ow facing competition from countless activewear star tups, Lululemon is eyeing its future in a post-athleisure world,

where comfor t–not product categories–determines what

Back in 1998, Chip Wilson, the creator of the brand, has already

consumers wear to work as well as the gym. By capitalizing on

spotted the space and created high-per formance gear specifically

this individualized, data-based style of customer experience, the

designed for low-intensity exercise like yoga and Pilates. For many

brand wants to push the athleisure genre it pioneered in the 2000s

customer, Lululemon is the brand that invented athleisure.

for ward.

MARKET TACTICS LULULEMON IN CHINA: HOW TO HAVE A PLACE IN THE INDUSTRY

hile globally dominant players like

2013-5

Nike or Adidas choose big stars -

or celebrities to transfer their message, Lululemon makes use of influencers highly relevant to target audiences such as yoga

Create Communities

Xintiandi,Shanghai

2015-11

Shanghai Center, Shanghai

Expand Communities

Tmaill

instructors, trainers or fitness influencers.

Purchase

Drainage

KOL(Brand Ambassador)

Communities Materialization

Showrooms 2016-10

Online Stores Experience

Retails Stores 2016-12 IFS Mall,Shanghai

Lili Schloss

Soojin Leu

Founder of Isofit Studio Sanlitun, Beijing

Fitness Coach Taikoohui,Shanghai

Sanlitun, Beijing

2018

Wechat The manager of showroom needs to observe consumer,investigate local KOL,confirming Jae-Keun kang

Lilo

whether it has the potential to build a

CrossFit Headcoach Coastal City,Shenzhen

Founder of Sexy Salad THE MIXC,Shenzhen

community and establish retail stores.

Now

LULULEMON IN CHINA: HOW TO HAVE A PLACE IN THE INDUSTRY

• Community, not market segments

• Lululemon: the experience economy

Focus on community is core to the lululemon marketing strategy, and it’s one they push

Lululemon is the best example of the experience economy, which seeks opinion leaders in

across every channel – creating an all-inclusive and consistent experience across their

the community to provide free courses (services) for consumers. Consumers will immediately

promotional materials, social media, web presence and brick-and-mortar stores. This

gaining the positive impression towards the brand by participating these courses (experience),

focus on community can be seen in everything from the way athletic achievements

And through yoga or sports courses, it leads to consumers achieving spiritual and physical

of individual people are celebrated on social media and the manifesto composed of

satisfaction (self-growth).

inspirational slogans plastered on their eco-friendly reusable shopping bags. [1]

• Treat yoga as a daily life habit KOLs for yoga apparel brands not only help expand the brand awareness and enhance their credibility but also educate consumers about Yoga and its benefits. As Yoga and its associated mentality still need time to be understood and adopted by Chinese consumers, KOLs play a role in educating consumers about it, as well as encouraging them to adopt Yoga as a daily life habit.

• Retails stores+ Lululemon utilizes its storefronts to host yoga classes, meditations and other related events with undiscriminating audience, regardless whether they have purchased Lululemon’s products,obtaining a win-win outcome for both parties.

MARKET TACTICS OMNICHANNEL MARKETING, TO MULTIPLICATE “TOUCHPOINT”

ON-LINE

CLICK AND MORTAR KEEP WECHAT

42,8106 followers

WEIBO

31,957 followers

OFF-LINE (UNROLL CHINA) 2019.8

Buy online pickup in store

84,9100 followers

BOPIS

"According to statistics, nearly 20% of BOPIS customers will have extra consumption when they come to the store to pick up goods."

BORIS

Buy online return in store

[2]

2018.10

2017.5

2016.8 Unroll China gives people the opportunity to connect with each other in such spiritual surrounding.These events also viral-ness and attract great attention on social media, especially they involved the participation from KOLs in the ﬁtness or Yoga area.

SHANGHAI BEIJING

GUANGZHOU HANGZHOU CHENGDU SHENZHENG SUZHOU

WUHAN

NANJING CHONGQING SHENYANG

XIAN

MARKET TACTICS WECHAT：DATA SCRAPING

OVERALL

•Average pageviews of main article 6,1366

•Followers 42,8106

20 •Active followers 307100

PUBLISHED TRENDS

•Averdage pageviews of minor article 4124

•Average comments •Average replies

• Compares to other brands, the number of followers still has much to grow. • The pageviews of Lululemon is much fewer than it should be.It should dig deeper into the Internet ﬂashpoints and use better marketing strategies to increase articles exposure. •Lululemon had zero responses to the articles. It need to increase the interaction with followers, enhancing followers stickiness.

[3]

▼ Articles

▼ Dates

#声明

One

None

#今天，你想遇见我的哪一面？

▼ Pageviews and commons

04.20-04.26

10,0000+

#Quick response #支持 #路转粉 #反应好快

04.13-04.19

#给大使们的信 Two

#召回能量，跑进这春天！

04.06-04.12

One

03.30-04.05

3,5000+

2,5000+

#每次推送文案都好棒 #Lululemon is the best

#设计好看 #种草夹克

“Bat Fried Rice.”

“We apologize that an employee was affiliated with promoting an offensive T-shirt, and we take this very seriously,” Soon after Trevor Fleming, an art director for Lululemon Athletica, posted a link to the T-shirt in the bio section of his personal Instagram account, waves of online condemnation followed, and he was ﬁred by the Canadian athletic apparel company.

MARKET TACTICS WEIBO：DATA SCRAPING (FOLLOWERS)

NUMBERS

TREND

[4]

CONCLUSION

32200 32100

•Total followers 31,957

• There are relatively small number of

32000

followers to Lululemon than other inter-

31900

national brands

31800

•Followers (minus zombie accounts) 31,130

• From March 21, 2020 to April 19,

31700

2020,the followers are steadily rising,

31600

which shows that Lululemon’s market-

31500 31400

ing is embark on a track of steady 0321

0325

0329

0401

0405

0409

0413

0419

development. • The age of groups are evenly distrib-

AGE

GENDERS

REGIONAL DISTRIBUTION

uted, ranging from less than 18 to 45+. The followers over the age of 25 occupy the majority,matches the brand

•Beijing

25.36% 19.52%

20.59% 18.08%

•Shanghai

9.03%

16.45%

77.23% Females

•Guangdong •Oversea

under18 18-25 25-35

11.92%

35-45

45+

22.77% Males

•Jiangsu

prositioning of Lululemon. •The proportion of femaless followers is larger than males, reaching 77.23%

7.36% 7.01%

in toal. • Beijing, Shanghai, Guangdong, Jiangsu and other ﬁrst-tier cities and over-

4.47%

seas regions occupy the majority.

MARKET TACTICS WEIBO：DATA SCRAPING

[5]

2020/04/01

2020/04/18------2020/04/19

Back on April 18, Lululemon released a promotional tweet in collaboration with Tmall Super Brand Day and announced Qu Chuxiao was the ﬁrst star in the Chinese market to be addressed as a spokesperson by Lululemon. This embodies the marketing strategy of Lululemon will be more localize in future. More brands are choosing celebrities as spokespeople, hoping to enhance their brand's exposure. But when it comes to targeting endorsers, brands are also under the risk of celebrities personas collapsing.

2020/04/29

INFLUENCE INDEX

NEW TWEETS

On April 24, Qu Chosiao was caught in a scandal, revealing he had committed violence in his relationship, thus causing a major blow to the brand image. Lululemon has now deleted the tweet, but has yet to provide an oﬃcial response.

PAGE VIEWS

WORDCLOUD LIKES

可能性

INTERACTION

COMMENTS&FORWARD

28日天猫品牌日

寻找限量屈楚萧全力以赴 LULULEMON 无畏生命潜力探索潮流潜能目标身心 Bra 设计热情真实激发生活 legging 等着你首发舒适柔软体验面料设计机器人汗水意想不到想法瑜伽时刻专注

VISUAL SYSTEM BRAND BOARD

Full Logo

Color Plates

lululemon lululemon

“The lululemon name was chosen in a survey of 100 people from a list of 20 brand names and 20 logos. The logo is actually a stylized 'A' that was made for the name 'athletically hip”

Fonts

Image Style

Aa Trebuchet Bold Trebuchet Bold

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789!?&

Aa TREBUCHET Regular TREBUCHET Regular

PANTONE 1795C HEX code: #D22630

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz 0123456789!?&

OFFICIAL WEBSITE MAP（WOMEN)

What’s New

Bestsellers Seasonal Picks

Tops

Shirts Tanks Swimsuits Dresses Sport Bras Coats & Jackest Sweaters

Bottoms

Leggings Pants Shorts

Accessories

Yoga Mats/Accessories Gloves & Mittens Scarves & Wraps Hats Bags Socks

Activities

Yoga Running Training On the move

APPENDIX REFERENCE LIST

CHAT LIST

HOW TO MARKET YOUR YOGA WEAR BRAND – A CASE STUDY LULULEMON China fashion industry, Sport China,Dec 1, 2019

[1] The Progreaaion of Lulu's Ecnomic Value Based on Harvard Business Press [2] Unrool China Route & Time chart Based on Weibo Offical Account of Lululemon [3] Published Trend of Lulu’s Offical Wechat Account Based on Via Newrank [4] Lulu’s Followers Trend of Weibo Account Based on XIgua Data [5] Weibo Account Analysis Chart Based on U-Mei Data

https://www.marketingtochina.com/how-to-market-your-yoga-wear-brand-a- case-study-lululemon/

How Lululemon Builds Community To Create an Iconic Brand Simon Mainwaring,Aug 27, 2018 https://medium.com/@simonmainwaring/how-lululemon-builds-community-tocreate-an-iconic-brand-ff03d899a85f Lululemon, the Brand That Invented Athleisure, Plans Its Second Act Fast Company,Sep 25, 2018 https://medium.com/fast-company/lululemon-the-brand-that-invented-athleisure-plans-its-second-act-c8ef7dabff2c

小众品牌的崛起，lululemon 如何成就百亿消费品牌帝国？营创实验室 Apr 22,2018 https://www.digitaling.com/articles/132054.html 不只賣瑜伽褲，更賣瑜伽的美好體驗！子婷，May 30,2018 https://startuplatte.com/2018/05/30/lululemon-yoga-experience-economy/ A Growth Strategy for Lululemon 2018 Michael Angelo Quiroz,Jan 8, 2018 https://medium.com/@michaelangelo_q/a-growth-strategy-for-lululemon-68819680e511

PART TWO

MARKET ANALYSIS OVERALL

MARKET DISTRIBUTION

WANGFUJING

YAYUNCUN

XIDAN ZHONGGUANCUN

YANSHA

GUOMAO

SANLITUN FUXINGMEN

ZHONGGUANCUN GONGZHUFEN XIDAN

WANG FUJING

GUOMAO DONGDAN

GONGZHUFEN CHONGWENMEN

CHONGWENMEN

YANSHA

YAYUNCUN

FUXINGMEN

SANLITUN

Adidas

Kappa

Lululemon

Nike

Underamour

Reebok

New balance

Lecoqsportif

Particle fever

Puma

Asics

Fila

Descente

OVERALL

CURRENT POSITION IN THE MARKET

AVERAGE PRICE

Expensive

2500

Descente

2000 Fila

1500

T-SHIRTS

1000

COATS BOTTOMS

500 Particle fever

UNDERWEARS

0 Lululemon

Fashion

Perfomance

Nike

New balance

Underamour

外观性

-12

-10

-8

-6

-4

-2

专业性

CONCLUSION -4

Adidas

Kappa

• There are relatively more types of sports brands in the Beijing market. • Sports brands such as Adidas and Nike occupy a larger market share. Lululemon, Particle fever, and other emerging brands have fewer stores in comparison.

Lecoqsportif

• Wangfujing commercial district has the most variety sports brands. • Most brands’prices are relatively close, but there are few brands with higher price

Puma Reebok

Asics

Cheap

positioning. 价格低 • Coats have the highest unit price among other category in the Beijing market.

MARKET ANALYSIS MID TO HIGH MARKET: BRANDS INTRODUCTION

PARTICLE FEVER

Y-3

Founded in China in 2015.PARTICLE FEVER is an independent sports brand positioning itself as a "technical fashion".Independence is reﬂected both in the aesthetics of the outward appearance and the functionality of the product design.Fashion means the niche of appearance style. Technical means an innovation in fabric technology and sewing techniques.

Y-3 is a sportswear brand created by Adidas in collaboration with Yohji Yamamoto. The brand's Y stands for Yohji Yamamoto, 3 stands for adidas' three lines logo.Yohji has incorporated his unique concept into Adidas, which has the advantage of sportswear design. Make sports products fashionable with high-tech fabrics, bright colors, and unique silhouettes.

DESCENTE

CK PERFORMANCE

DESCENTE is a well-known Japanese brand that started out as a skiwear, and with the concept of "functional beauty" in mind, it has added an urban feel to its clothing based on high functionality, high quality and professional performance. Provide high-end professional sports and casual clothing.

Designer brand CK PERFOMANCE is positioned for the ultimate in style, functionality and creativity.It combines innovative fabric technology with the brand's classic design elements, with the goal of deﬁning the latest trends in sportswear with each season inspired by the latest fashion trends.

MID TO HIGH MARKET: TARGET CONSUMER

PARTICLE FEVER

Age: 20-28 20-28 Income/year: 15W+ 15W+ Living Area: City Brand Loyalty: High focus focus on brand culture culture and and brand brand value value Exercise Habit: 2-4 2-4times timesa week; a week;preference preferencefor forgym gym training training Sportswear Preferences: Pay attention attention to to the the fashfashionable ionable look; look; also also demand demand functionality functionality Lifestyle and Aesthetics: Fashionable; Fashionable; body body managemanagement; ment; High High attention attention and and sensitivity sensitivity to to popular popular things; things; Character: Outgoing, indeCharacter: pendent, individualistic, Outgoing, independent, sociable, individual individualistic, sociable, Dress Style individual Preferences: Dress Sexy and Style ﬂashy Preferences: Sexy and flashy

DESCENTE

Age: 25-45 25-45 Income/year: 25W+ 25W+ Living Area: City/Suburbs Brand Loyalty: High focus focus on the quality quality and and profesprofessionalism of brand products Exercise Habit: 2-4 2-4times timesa week; a week;Participates Participatesininniche outdoor niche outdoor sportssports (e.g.skiing, golf, (e.g.skiing, surfing) golf, surﬁng) Sportswear Preferences: High demand for quality, quality, functionality functionality and and comfort comfort Lifestyle and Aesthetics: Focus Focus on on quality quality of life Character: Outgoing, optioptimistic, mistic, independent, independent,posipositive tive Dress Style Preferences: Minimalist; Minimalist; prefer prefer brighter brighter colors; or simple simple black black and and white white

CK PERFORMANCE

Age: 25-35 25-35 Income/year: 15W+ 15W+ Living Area: City Brand Loyalty: High focus focus on brand added value Exercise Habit: Regular exercise (2-4 (2-4 times times aa week); week); preference preference for for gym gym training training and and yoga Sportswear Preferences: Focus Focus on on the the appearance appearance and comfort of sportswear sportswear Lifestyle and Aesthetics: Fashionable; Fashionable; body body managemanagement; ment; prefers prefers slim slim and and ﬁt fit models with with low low body body fat fat percentage;regular percentage;regular habits; habits; self-discipline Character: Independent Independent and active Dress Style Preferences: Sexy; minimalist minimalist and and eleelegant; prefers solid solid colors

Y-3

Age: 25-35 25-35 Income/year: 25W+ 25W+ Living Area: City Brand Loyalty: High focus focus on brand culture culture and and prodproducts design design Exercise Habit: Occasional Occasional exercise Sportswear Preferences: has aa unique unique aesthetic demand for pattern pattern design and tailoring, tailoring, appreciate appreciate the combination combination of of sportssportswear and design concept concept to to form a unique style style Lifestyle and Aesthetics: Pursues Pursues spirituality,unconspirituality,unconventional ventional Character: Independence, Independence, individuality, individuality, freedom freedom. Dress Style Preferences: Neutral,minimalist Neutral,minimalist

MARKET ANALYSIS MID TO HIGH SPORTWEARS MARKET: PRODUCT & MARKET DISTRIBUTION

PRICE RANGE & PRODUCT MIX

Bra

MARKET DISTRIBUTION

200-300 300-400

West

Y-3

ZHONGGUANCUN

CK Performance 400-500

T-shirt/Polo 500-600

Hoodie/Knitting

SANLITUN

Particle Fever Descente GONGZHUFEN XIDAN

600-700

WANG FUJING

700-800

Jacket/Cardigan/Coat

800-900 900-1000

Skirt

1500-2500 2500-3500

tank tops are less numerous. •The unit price in the mid to high sportwear market of Beijing concentrated between 400-2500RMB. •Descente has the most extensive product range and Y-3 has the least among the four brands.

Leggings 3500-4000

Casual pants

•Left chart shows that casual pants, leggings, short sleeves, and sports underwear are the most numerous categories, while shorts and

1000-1500

Shorts

GUOMAO DONGDAN

•The mid to high market for Beijing sports brands is mainly distributed within the Third Ring Road and concentrated in the south.

4000-6000

•Descente has more stores in the market.

MID TO HIGH SPORTWEARS MARKET: BRANDS POSITIONING

PRICE RANGE COMPARISON Lowest prices

279-1399 RMB

Particle Fever

Des

590-5990 RMB

Descente

Price range

312-1992 RMB

CK Performance Y-3

1080-3480 RMB

Lululemon

Y-3

380-1480 RMB

Average prices

BRANDS POSITIONING: STLYE

CONCLUSION

Performance Fashion - Design

Athletic - Causul •Y-3 prefers for day-to-day wear and is less suitable

7 6 5

for sports scenarios.

Des

Y-3

•Descente is more of a single sportswear design, with no

extension of the wear scene in the product categories

and designs.

•Ck Performance has balanced the two, with a wide range of products designed to be worn before and after

sports, as well as a wide range of sportswear for every-

day casual wear.

Y-3

•Particle Fever's designs focus on creating sporty, casual pieces, but they don't do a great job of crossing

the boundaries of sports scenarios.

MARKET ANALYSIS MID TO HIGH SPORTWEARS MARKET: BRANDS POSITIONING

BRANDS POSITIONING: FUNCTIONAL BRANDS

Particle Fever

Descente

SCENARIOS

INTEGRATED POSITIONING ANALYSIS TECHNICAL FABRICS

TECHNOLYGY

Running / Yoga / Boxing/Dancing/Swimming/Tennis/Golf/Leisure

Prices (hign)

Running/Training/Skiing/Rock climbing/Triathlon/Tennis/Golf

CK Performance

Running /Training/Leisure

Y-3

Undivided

• Particle Fever

• Y-3

Fashion

Causul

Athletic

Performance Prices (low)

Lululemon Descente Y-3 CK Performance Particle Fever

• Descente

• Ck Performance

Particle Fever has more

Y-3 is designed with

Descente has the

Ck Performance's

detailed segmentation of

less consideration for

broadest coverage of

division of sports

diﬀerent sports scenarios

sports scenarios,

sports scenarios and

scenarios is more

.Some speciﬁc products

without prominent

the most specialized

basic, with little use

are not professional, and

functional technology

use of technical fab-

of functional fabrics

the variety of technical

fabrics and lack of

rics and technological

and technological

fabrics is less than LU.

special processes.

processes.

Lululemon has a high degree of overlap with Particle Fever's product positioning. But there is a big difference between their brand tonality.

EXAMPLE BRAND RUNWAY STYLES

THEME 1: #FutureCommuter#

KEYPOINT

Fabrics The combination of satin gloss, rubber effect, dynamic diving fabrics and formal woven fabrics.

Silhouette & Patterns A clear pattern with both fashion and functionality. Using slightly subversive proportions, tailoring and stitching techniques, and asymmetrical pattern.

Details Integrated pockets, adjustable waistline, and metal accessories all enhance the wearability of the garment.

FOR REFERENCE

OFF-WHITE

Calvin Klein

Andrea Jiapei Li

EXAMPLE BRAND RUNWAY STYLES

THEME 2: #Near-futurismShapeless# KEYPOINT

Irregular neckline

Geometry Neckline Geometry Neckline

Fabrics The combination of diffrente materials. Leather accessories

Silhouette & Patterns Using the silhouette that fits the human body structure, it perfectly combines different materials and architectural style design.

Details Irregular neckline, cutouts, knots, interspersed structure, leather accessories.

Color Palette

FOR REFERENCE

Bottega Veneta

Dion Lee

RUNWAY STYLES

THEME 3: #VintageMixMatch# KEYPOINT

Silhouette & Patterns Power suit shoulder line Retro Geometric print

Retro Corest

palace style pattern print

Retro-style silhouette items(such as corsets, tunics, etc) are matched and contrasted with modern-style sportswear, trousers .

Square collar Retro plaid Retro Floral print

Details Square collar, Power suit shoulderline, Arc shoulder line .

Cycling shorts

Color Palette

FOR REFERENCE

Balmain

Louis vuiiton

PushButton

manemanestudio

EXAMPLE BRAND RUNWAY STYLES

THEME 4: #ElegantBlcackOut# KEYPOINT Multilayered structure line

Pleated sling top

Fishbone strap top

Smooth neckline Ballet-style tight

Slim fit coat Satin high waist shorts

Scollop

Details Fishbone structure line,asymmetric strap design, elements of ballet clothes, backless design, superfine bandage .

Color Palette

FOR REFERENCE

Ann Demeulemeester

Olivier Theyskens

ShushuTong

ALO YOGA : BRAND POSITIONING

TARGET CONSUMER

MOOD BOARD

a healthy lifestyle the age of 25-40 a high income

Awareness trends: · Rising in health consciousness · Increasing in sports & fitness enthusiasm

Target consumer: Alo aims to target young professional women between the ages of 25-40 who are busy with their career and family but

lo began in Los Angeles in 2007 because the founders wanted to spread good by bringing

yoga to the world: to anyone who is experiencing the

lo is relentles s about making the best yoga clothing in the world explicitly to inspire yogis

(and yogis to be) to have more yoga in their life.

are still concerned about main-

transformative power of yoga, to the world’s best yogis

Inspiring mindful movement is at the core of why

taining a healthy lifestyle.These

who wear Alo because it’s the only line that actually

it do what it do at Alo. Because mindful movement

women are well educated and

elevates their practice, to the celebrities and the fashion-

have a high income to spend on

leads to better living. This is the real meaning of

forward who wear Alo because it’s the perfect street

Alo's merchandise.

is taking the consciousness from practice on the

brand, comfortable, contemporary and decidedly.

mat and putting it into the practice of life.

EXAMPLE BRAND ALO YOGA : BRAND POSITIONING

UNPARALLELED PERFORMANCE CONCLUTION Alo makes the

COMPRESSION. SHAPING. SCULPTING. The Alo design team relentlessly researches and engineers new pieTUMMY FLATTENING

most technologically advanced performance yoga clothing, period. Every Alo tight is engineered to support, sculpt, lift and

BOOTY LIFTING SMOOTHS EVERYTHING PULLS IN THIGHS OUTER-THUGH SEAMLESS SCULPTING

ANTIMUCROBIALDRY

and supported and enabling yogis to practice at their max. Everything is antimicrobial and dry-wicking. What we make performs, fits and feels better than anything else out there.

ENGINEERED CONSTRUCTION ry size they sell. That adds up to thousands of fittings every season. For real. And they don’t stop there; they also test garments in our

rics have the best memory and stret-

piece compresses, lifts and shapes the body, keeping muscles warm

They do technical test fits for every Alo piece several times in eve-

manage sweat like no other. Our fab-

ces that continue to drive yogawear forward. Each performance

DRY WICKING

Alo headquarters yoga studio before they go into production.

ch and do magical things for yogis, like compressing and contouring.

FABRIC FIRST

ENGINEERED CONSTRUCTION

PERFECTION OBSESSION

EXAMPLE BRAND ALO YOGA : PRODUCT POSITIONING

PRODUCT CATEGORY

22%

Leggings

7% Tanks

6% 4%

7/8 Leggings

Short Sleevess

9% Long Sleeves

13% Sweatshirts

11% Jackets

2% Sherpa

46%

Bra

32%

16%

Jackets & Coverups Bras & Tops

Bottoms

Capris

Bras & Tops

Jackets & Coverups

Sweats& Lounge

7% Biker&Shorts

0.4% Underweer

x% The length of the progress bar indicates the number of each category

The length of the line indicates the number of categories Bottoms

EXAMPLE BRAND ALO YOGA : PRODUCT POSITIONING

PRODUCT PRICING

PRICE BRANDS FOR CATEGORIES

CONCLUTION 38-47 ＄

Bras & Tops

48-55 ＄

56-67 ＄

Overview Alo’s product price positioning is high overall, with a price range of $38 to $150, which is in the same category as lululemon for high-end yoga sports products.

detail First, here will divid all categories into Bras & Tops, Jackets & Coverups, and Bottoms.

Jackets & Coverups

68-77 ＄

78-117 ＄ Bottoms

Of all the categories, beggings、bras and sweatshirts are the dominant categories. Bras & Tops having the largest price band span which ranges from a low of $38 to $139.

118-139 ＄

Jackets having the smallest price band span and all products in the high price range.

140-150 ＄

The price band for the Bottoms is wider and equally higher.

EXAMPLE BRAND ALO YOGA : PRODUCT POSITIONING

COLOR 96.1%

Pink-unde

Blue-tone

Red-tone

Green-tone

Pure Colors

----- Pure Colors

Pattern 3.9%

Brown-tone

Purple-tone

----- Pattern CONCLUTION

The size of circle indicates the proportion of the quantity

Black-Gray

White-tone

The vast majority of the brand's products are designed in solid colors, with only a small percentage in patterns.

When it comes to the use of solid color patterns, ALO is dominated by the three color palettes of dark gray, pink and brown. And the fluorescent green is also worth noting.

EXAMPLE BRAND ALO YOGA : PRODUCT POSITIONING

SCENE CHANGE: from studio to street

low armholes

INSPIRE CROP TANK

mock neck

On-trend extreme crop silhouette

NY AMP IT UP CROP TEE

low armholes

MOVE TANK

Categories

CROP TANK

On trend cropped silhouette

CROP TEE

Tie

LONG SLEEVE

Key design points On-trend cropped silhouette Perfect for layering over our bras

DOUBLE TAKE PULLOVER

studio dress up

BARRE LONG SLEEVE

crop top

Designed to work from studio to street

street dress up

PART THREE

PRODUCT ANALYSIS SALES ANALYSIS ( BY CATEGORY ) CATEGORY

QUANTITY OF STYLES

PROPORTION OF STYLES

SALES

PROPORTION OF SALES

TOTAL SALES

Ach% QTY

DAYS

SHORTS&SHIRTS

3.83%

118

2.53%

55900

25%

T-SHIRTS

11.50%

332

7.12%

163150

18%

JACKETS&HODDIES

12.14%

561

12.02%

591560

33%

DRESSES

2.56%

1.11%

59260

21%

SWIMSUITS

3.19%

0.90%

23880

26%

VESTS

10.22%

420

9.00%

176770

25%

UNDERWEARS

14.70%

659

14.12%

296180

30%

PANTS

9.27%

589

12.62%

558125

37%

LONG-SLEEVES

7.35%

194

4.16%

119980

21%

MID-LENGTH PANTS

25.24%

1699

36.41%

1422370

18%

TOTAL

313

100.00%

4666

100.00%

3467175

25%

CONCLUSION Category composition

Sales

• Lululemon s/s products are rich in composition and reasonable in top

•The ‘mid-length trousers’ category is leading the way in terms of sales volume and is performing well, and

and bottom, which are divided into ‘sports underwears’, ‘sports vests’,

the development of this category can be maintained or increased in the next project.

‘T-shirts’, ‘long-sleeved tops’, ‘jackets & hoodies’, ‘mid-length trousers’,

•The proportion of total sales of ‘dresses’ and ‘swimsuits’ is very low, and the development of these models

‘trousers’, ‘shorts & skirts’, ‘dresses’, ‘swimwears’ ten categories.

can be appropriately reduced in the planning.

•The two categories of ‘mid-length trousers’ and ‘sports underwears’,

•The ‘trousers’, ‘jackets & hoodies’ categories have performed well in terms of sales exhaustion and have a

which are LULU's key products, account for a large proportion of styles,

small inventory backlog, which can be maintained or appropriately adjusted (increased) in the next project.

while the three categories of ‘shorts & skirts’, ‘dresses’ and ‘swimwears’

•The ‘T-shirts’, ‘mid-length trousers’, ‘long-sleeved tops’, ‘jackets & hoodies’, ‘dresses’,are relatively poorly

account for a relatively small proportion of styles, which are exclusively

depleted and have a high inventory backlog, requiring careful planning to reduce the production of their coun-

for summer.

terparts.

PRODUCT ANALYSIS PRODUCT DESIGN ELEMENTS (OVERALL)

CATEGORY TOTAL MID-LENGTH PANTS UNDERWEARS

QUANTITY

ORDER

VALUE

SALES

TOTAL SALES ACH%QTY ACH%VAL

313

28,169

21,183,470

4,610

3,419,235

16%

QUANTITY

12,602

10,467,680

1,643

1,374,430

13%

4,533

2,043,090

659

296,180

15%

14%

79 TOTAL SALES

ORDER 173

JACKETS&HODDIES

2,537

2,709,830

561

591,560

22%

T-SHIRTS

1,907

965,000

332

163,150

17%

99,440

VESTS

1,644

720,870

420

176,770

26%

25%

SALES

PANTS

3,171

3,050,210

589

558,125

19%

18%

LONG-SLEEVES

944

668,130

194

119,980

21%

18%

SHORTS&SHIRTS

464

231,900

118

55,900

25%

24%

SWIMSUITS

173

99,440

23,880

24%

DRESSES

28,169

3,419,235

Ach% QTY

VALUE

23,880

21,183,470

13%

27%

Ach% VAL 4,610

13%

26%

In terms by volume, the contribution of trousers to total sales is higher, fol-

194

227,320

59,260

27%

26%

lowed by sports underwear, trousers, jackets and sports vests, which can be highlighted in the Q1 2021 plan.

PRODUCT ANALYSIS TOP 10 (OVERALL) Ach% VAL

209

68.30%

26/2/2020

118

29.50%

On the move

5/2/2020

100

72.99%

Sweet Awakenings

On the move

4/3/2020

92.38%

980

Sleek Performance

Running

19/2/2020

81.90%

Legging

750

Align

Yoga

21/1/2020

43.15%

Bottom

Legging

850

Align

Yoga

26/2/2020

57.55%

Top

Jacket

1180

Goal Smasher

On the move

5/2/2020

31.85%

NUMBER

SERIE

SCENARIO

TIME

SALES

LW5BL4A

Bottom

Legging

850

Align

Yoga

26/2/2020

LW5CPJS

Bottom

Legging

980

On The Fly

On the move

LW6AV6S

Bottom

Legging

750

On the ﬂy

LW2BXES

Top

Underwear

450

LW3CU0S

Top

Jacket

LW6BDTS

Bottom

LW5CQTS

LW4BFWS

LW6AVHS

PICTURE

Ach% QTY

RANK

CATEGORYⅠ CATEGORYⅡ PRICE

Bottom

Legging

750

Align

Yoga

COLOR

18/3/2020

11.76%

CATEGORY Bottom

11.76%

Top

LW5BPGS

Bottom

Legging

850

In Movement

Yoga

26/2/2020

20.27%

Legging

Jacket

20.27%

Underwear

SERIE

SCENARIO

Align

Yoga

In M ovement

Yoga

On the ﬂy

On the move

Goal Smasher

On the move

Sleek Performance

Running

Sweet Awakenings

On the move

PRODUCT ANALYSIS PRODUCT DESIGN ELEMENTS (UNDERWEARS)

OVERALL

STYLE Overall ratio

240

14.7%

220

Scenario Training 50%

Y-shaped, 85720, 26%

180

Yoga 45%

160

On the move 5%

140

UNDERWEARS

120

Fabirc

100

Nulu™ 17%

Full-on® Luxtreme 10%

I-shaped, 48000, 21% Y-shaped {(STYLE),(TOTAL SALES),(Ach% QTY/VAL)}

Stronger As One New Ambition

Free To Be Bra

the size of Ach% QTY.

Side seam-free, 4950, 2% 4

Long Y-shaped, 4500, 91%

Flow Y

Energy Sweet Awakenings

Free To Be Moved

Using different shades of color to measure

Long I-shaped , 6600, 10% 2

Ebb To Train

Y AXIS:SALES

One-piece, 17200, 58%

SERIES

X AXIS:QUANTITY OF STYLES

Regular, 30660, 10%

Luxtreme 73%

Ebb To Street

Long , 98550, 28%

200

Invigorate

Wild Twist

Free To Be

Free To Be Serene

The three main types of styles are ‘long’, ‘regular’ and ‘Y-shape’; the ‘one-piece’ and ‘long Y-shaped’ are less in quantity.The ‘long’ and ‘Y-shape’ are selling well, and the number of these styles can be increased appropriately in 2021 Q1 series.The ‘side seam-free’ and ‘long I-shaped’ represent a very low percentage of total sales, thus the development of these can be reduced in the planning.The ‘long Y-shaped’ and ‘one-piece’ achieved outstanding QTY rates which can be maintained in next year.

PRODUCT ANALYSIS PRODUCT DESIGN ELEMENTS (UNDERWEARS)

CUP & SUPPORT TOTAL SALES

QUANTITY OF STYLES

6,600

CUP & SUPPORT A/B CUP , LOW SUPPORT

20,000

A/B CUP , MEDIUM SUPPORT

40,000

B/C CUP , LOW SUPPORT

60,000

B/C CUP , MEDIUM SUPPORT

80,000

C/D CUP , LOW SUPPORT

92,650

C/D CUP , MEDIUM SUPPORT

This category is dominated by three types of support & strengths: ‘ A/B cup，low support’, ‘B/C cup，medium support’ and ‘B/C cup，low support’, while the ‘A/B cup，

medium support’ has a smaller amount；‘B/C cup，Low support’ and ‘B/C cup，Medium support’ have been selling well, thus the amount of such models can be increased appropriately in the planning ; The ‘C/D cup,low support’

accounts for a relatively low percentage of total sales,

100 SALES

150

200

0.0

0.1

0.2

0.3

Ach% QTY

0.4

which can reduce the number of models during planning ; ‘C/D cup，Medium support’ has outstanding QTY ratio and less inventory backlog, which should be maintained in the next planning.

PRODUCT ANALYSIS PRODUCT DESIGN ELEMENTS (UNDERWEARS)

COLOR & PATTERN COLORS

QUANTITY OF STYLES

SALES 8 17 19

ACH% QTY 17% 27% 28%

These two colors come in a larger amount of styles.

27 2

38%

40%

49%

These colors contribute more to sales, and the plan for 2021 Q1 series could increase the use of these three colors.

61%

68%

These colors have a very high QTY rate, basically no

89%

inventory backlog, and the production volume of

92%

these four colors can be maintained in the planning.

89 97

100%

PRODUCT ANALYSIS TOP 10 (UNDERWEARS)

OVERALL RANK

NUMBER

PRICE

SERIE

SCENARIO

LW2BXES

¥450

Sweet Awakenings

LW2CJMS

¥450

LW2ASYS

PICTURE

STYLE

CUP&SUPPORT

On the move

Y-SHAPE

Energy

Training

¥400

Flow Y

LW2BLRS

¥450

LW2ASYS

COLOR

FABRIC

DESIGN

B/C CUP LOW SUPPORT

Nulu™ Lycra®

采用少的接缝和柔滑面料

LONG

B/C CUP MEDIUM SUPPORT

Luxtreme® Lycra®

Yoga

Y-SHAPE

B/C CUP LOW SUPPORT

Energy

Training

I-SHAPE

¥400

Flow Y

Yoga

LW2BVFS

¥450

Energy

LW2326S

¥420

LW2AR0S

TIME

SALES

Ach% QTY

Ach% VAL

DAYS

4/3/2020

92.38%

加长款-为你在瑜伽习练中提供更多遮盖

4/3/2020

67.61%

Nulu™ Lycra®

采用少的接缝和柔滑面料

22/1/2020

38.18%

B/C CUP MEDIUM SUPPORT

Luxtreme® Lycra®

高领设计在四柱式中也能保持遮盖

19/2/2020

23.53%

Y-SHAPE

B/C CUP LOW SUPPORT

Nulu™ Lycra®

采用少的接缝和柔滑面料

4/3/2020

16.77%

Training

LONG

B/C CUP MEDIUM SUPPORT

Luxtreme® Lycra®

加长款为瑜伽和健身提供良好遮盖

1/1/2020

13.85%

Energy

Training

REGULAR

B/C CUP MEDIUM SUPPORT

Luxtreme® Lycra®

轻松进行各种热汗运动

22/1/2020

27.37%

¥450

Free To Be

Yoga

LONG

A/B CUP LOW SUPPORT

Luxtreme® Lycra®

加长款为瑜伽和健身提供良好遮盖

19/2/2020

92.59%

LW2AJ5S

¥420

Free To Be Serene

Yoga

REGULAR

C/D CUP LOW SUPPORT

Luxtreme® Lycra®

背面设计有肩带设计

26/2/2020

4.57%

LW2CK4S

¥450

Stronger As One

Training

I-SHAPE

C/D CUP MEDIUM SUPPORT

Full-on® Luxtreme Lycra®

高领设计良好遮盖

25/3/2020

11.83%

PRODUCT ANALYSIS TOP 10 (UNDERWEARS)

SCENARIO & SERIE

PRICE & FABRIC

STYLE

CUP & SUPPORT

STYLE RATIO SCENARIO

FABRIC

20%

SUPPORT

30%

C/D

4 4

REGULAR

B/C

3 Y-SHAPE

SERIE 2

Energy

A/B

Flow Y 1

Free To Be Serene 0 On the move Training

Free To Be Stronger As One Yoga

Sweet Awakening

LONG

AVERAGE PRICE Full-on® Luxtreme Luxtreme ® Lycra®

Nulu™ Lycra®

416.67

3 450.00

I-SHAPE

CONCLUSION •For the scenario, training and yoga secarios accounted for the largest proportion. •As for the series, the Energy series in the training scenario accounted for the largest proportion, followed by the Flow Y series in the yoga scenario. Among the products of TOP 10 underwears , Luxtreme fabric® was the most popular, followed by Nulu™; Full-on Luxtreme® has the highest average price, while Nulu™ has the lowest average price. •When it came to the choice of diﬀerent styles, Y-SHAPE and LONG were most popular, followed by REGULAR and I-SHAPE. •For the cup and support, B/C cup and C/D cup underwear were more preferred by consumer.

LOW

MEDIUM

PRODUCT ANALYSIS PRODUCT DESIGN ELEMENTS (LEGGING)

OVERALL

LENGTH 650

Overall ratio

600

25%

25", 529800

550

Scenario On the move 6%

24'', 474440

500

Customized for Asia

Runing 10% Training 21% Yoga 63%

Regular

400

*Asia

21'', 396300

82% 18%

UNDERWEARS

Fabirc

350

NuluX 5% Luxtreme 9%

300

Full-on® Luxtreme 20%

250

Everlux 20% Nulu™ 37%

{(STYLE),(TOTAL SALES)}

200

X AXIS:QUANTITY OF STYLES Y AXIS:SALES

150

SERIES

Using different shades of color to measure

100

Train free

Invigorate Train Times

Free to speed In M ovement Pace rival Fast and free

450

Wunder train

Wunder Under

Wunder under Urban Strides Hot pursuit On the ﬂy

Essential

Free and free

Align

the size of total sales.

23'', 27780

50 4

22'', 11250

Leggings with 22 / 23 inches have lower quantity of styles ,which causing lower amount of sales. The 24-inch leggings have been selling well despite being a moderate size, thus can be increase its amount in the next-year project.The 21-inch leggings have the largest amount of styles, but its sales were relatively ordinary, which can reduce its proportion in the next series; 25-inch legging are most popular, so we can maintain the current amount of styles for 2021 Q1 series.

PRODUCT ANALYSIS PRODUCT DESIGN ELEMENTS (LEGGINGS)

FABRIC

TOTAL SALES

QUANTITY OF STYLES

FABRIC Everlux™

200

Full-On® Luxtreme

400

Luxtreme®

600

N ulu™

800

N ulux™

924

W arps treme™

Nulu™ fabrics contribute signiﬁcantly to the sales and

can be used more often in next planning；Warpstreme ™ fabric have a relatively high percentage of sales and a relatively low inventory backlog. The planning can be ﬁne-tuned to suit the actual situation；Nulux™

fabrics have the relatively low total sales which may

200

400

600

SALES

800

1000(0)

0.1

0.2

0.3

Ach% QTY

0.4

0.5

have a large inventory backlog problem,thus these kind of fabric can be reduced in the 2021 Q1 series.

PRODUCT ANALYSIS PRODUCT DESIGN ELEMENTS (LEGGINGS)

COLOR & PATTERN COLORS

QUANTITY OF STYLES

SALES 32

9% 17%

42 2

ACH% QTY

19%

48 64

20%

These colors contribute more to sales, and the plan

67 3

for 2021 Q1 series could increase the use of these

77 85 5

These two colors come in a larger amount of styles.

22%

three colors.

91 107 318 32%

37% 420

43% 54% 72%

These colors have a very high QTY rate, basically no inventory backlog, and the production volume of these four colors can be maintained in the planning.

PRODUCT ANALYSIS TOP 10 (LEGGINGS)

OVERALL RANK

NUMBER

LW5BL4A

PRICE

¥850

SERIE

Align

SCENARIO

Yoga

PICTURE

*ASIA

LENGTH

*ASIA

24''(61cm )

COLOR

FABRIC

Nulu™

DESIGN

侧腰隐藏口袋腰部平整贴合不会勒紧腰部亲肤裸感

TIME

SALES

Ach% QTY

Ach% VAL

DAYS

26/2/2020

209

68%

Wunder Under

LW6AV6S

¥750

On The Fly

On the move

24''(60.96 cm)

Full-On® Luxtreme

抽绳设计前置口袋

5/2/2020

100

73%

Essential

LW6BDTS

¥750

Align

Yoga

21''(53cm )

Nulu™

侧腰隐藏口袋腰部平整贴合不会勒紧腰部亲肤裸感

26/2/2020

58%

18/3/2020

12%

LW5CQTS

¥850

Align

Yoga

25''(63.5c m)

Nulu™

侧腰口袋腰部平整贴合不会勒紧腰部亲肤裸感

LW6AVHS

¥750

Align

Yoga

21''(53cm )

Nulu™

腰部两侧隐藏式口袋可存放钥匙或卡片

无拉链口袋

21/1/2020

43%

In movement

LW6BDTS

750

Align

Yoga

21''(53cm )

Nulu™

腰部平整贴合不会勒紧腰部亲肤裸感

21/1/2020

43%

Nulu™

侧腰口袋腰部平整贴合不会勒紧腰部亲肤裸感

26/2/2020

58%

Nulu™

腰部两侧隐藏式口袋可存放钥匙或卡片

18/3/2020

12%

TIME

SALES

Ach% QTY

Ach% VAL

DAYS

26/2/2020 26/2/2020

209 74

68% 20%

30 30

5/2/2020 16/1/2020

100 57

73% 31%

30 30

21/1/2020

43%

12/2/2020

82%

26/2/2020

58%

26/2/2020

22%

18/3/2020 18/3/2020

77 41

12% 53%

30 30

26/2/2020

20%

PRODUCT ANALYSIS LW5CQTS

¥850

Align

Yoga

25''(63.5c m)

LW6AVHS

¥750

Align

Yoga

21''(53cm )

RANK

NUMBER

PRICE

SERIE

SCENARIO

*ASIA

LENGTH

Nulu™ Everlux™

Full-On® Luxtreme Full-On® Luxtreme

TOP 10 4(LEGGINGS)

OVERALL PICTURE

1 6

LW5BL4A LW5BPGS

¥850 ¥850

Align In Movement

Yoga Yoga

*ASIA /

24''(61cm 25''(63.5c ) m)

2 7

LW6AV6S LW5BPAS

¥750 ¥850

On The Fly Wunder Under

On the move Yoga

/ /

24''(60.96 cm) 25''(63.5c m)

LW6BDTS

750

Align

Yoga

LW5CQDS

¥850

Wunder train

Yoga

LW5CQTS

¥850

Align

Yoga

LW6AS8S

¥750

Align

Yoga

5 10

LW6AVHS LW5AZTYS

¥750 ¥1,080

Align Essential

Yoga On the move

/ /

LW5BPGS

¥850

In Movement

Yoga

21''(53cm ) 25''(63.5c m)

25''(63.5c m) 21''(53cm )

21''(53cm ) 25''(63.4c m)

25''(63.5c

COLOR

FABRIC

Nulu™ Everlux™

Nulu™ Nulu™

Nulu™ Warpstreme™

Everlux™

DESIGN

侧腰隐藏口袋腰部平整贴合不会勒紧无拉链口袋抽绳设计腰部可调节松紧度亲肤裸感拥抱贴合

抽绳设计腰部平整贴合不会勒紧前置口袋腰部腰部口袋用于存放钥匙或卡片拥抱贴合

侧腰隐藏口袋腰部平整贴合不会勒紧腰部亲肤裸感内侧抽绳侧腰口袋

侧腰口袋腰部平整贴合不会勒紧侧腰隐藏口袋腰部腰部平整贴合不会勒紧亲肤裸感腰部亲肤裸感

前侧口袋存放所需腰部两侧隐藏式口袋隐藏拉链口袋存放所需可存放钥匙或卡片弹力腰部设计外观平整内侧顺滑亲服翻起裤脚可以露出反光条

无拉链口袋抽绳设计可调节松紧度

PRODUCT ANALYSIS TOP 10 (LEGGINGS)

SCENARIO & SERIE

PRICE & FABRIC

SCENARIO

STYLE

FABRIC

SILHOUETTE LENGTH

Align

Wunder Under

SERIE Align

Essential

In M ovement On The Fly Wunder train

0 On the move Yoga

Wunder Under

Wunder train

Essential

On The Fly

In movement

AVERAGE PRICE

0 Everlux™

Full-On® Nulu™ Warpstreme™ Luxtreme

790.0

1,080.0

CONCLUSION •For the scenario, yoga and on the move secarios accounted for the largest proportion. •As for the series, the align series in the yoga scenario accounted for the largest proportion, followed by the Essenial series in the yoga scenario. •Among the products of TOP 10 underwears , Nulu™ fabric® was the most popular, followed by Everlux™; Warpstreme™ has the highest average price, while Nulu™ has the lowest average price. •When it came to the choice of diﬀerent lengthes, 25’’ and 21’’ were most popular.

PRODUCT ANALYSIS BASIC SILHOUETTE OF UNDERWEARS

Energy 1.0 CLASSIC Free To Be 2.0 LONG

FULL-ON™ LUXTREME / LUXTREME™ B/C CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR TRAINING

Energy 3.0 I-SHAPE

Luxtreme™ A/B CUP , LOW SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA AND TRAINING

Full-on™ Luxtreme / Luxtreme™ B/C CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS HIGH NECK KEEPS YOU COVERED DESIGNED FOR TRAINING Free To Be 1.0 LONG Energy 2.0 LONG Full-on™ Luxtreme / Luxtreme™ B/C CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA AND TRAINING

Luxtreme™ A/B CUP , LOW SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA AND TRAINING

PRODUCT ANALYSIS BASIC SILHOUETTE OF UNDERWEARS

Free To Be Serene 1.0 REGULAR

Free To Be Serene2.0 LONG

Luxtreme™ C/D CUP ，LOW SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS

Flow Y 1.0 CLASSIC Nulu™ BUTTERY-SOFT HANDFEEL B/C CUP ，LOW SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA

Sweet Awakenings Y-SHAPE Nulu™ B/C CUP ，LOW SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR ON THE MOVE

Free To Be Moved I-SHAPE Luxtreme™ A/B CUP , MEDIUEM SUPPORT BONDED STRAPS SIT FLAT AND ARE GREAT FOR FLOOR WORK POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA

PRODUCT ANALYSIS BASIC SILHOUETTE OF UNDERWEARS

Invigorate Luxtreme™ B/C CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR TRAINING

Ebb To Train LONG Luxtreme™ SEAMLESS CONSTRUCTION FOR MINIMAL SEAMS C/D CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR TRAINING

Ebb To Street Wild Twist LONG Luxtreme™ SEAMLESS CONSTRUCTION FOR MINIMAL SEAMS C/D CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS

Luxtreme™ SEAMLESS CONSTRUCTION IN THE BODY TO MINIMIZE CHAFING ADJUSTABLE STRAPS STRAIGHT C/D CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA

PRODUCT ANALYSIS BASIC SILHOUETTE OF VESTS

POWER Y Everlux™ SWEAT-WICKING B/C CUP , MEDIUM SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA AND TRAINING

Action Always

MODAL SILK JERSEY SEAMLESS CONSTRUCTION IN THE BODY TO MINIMIZE CHAFING FOUR-WAY STRETCH LOOSE FIT DESIGNED FOR TRAINING Cool Racerback Y-SHAPE Light Luon™ FOUR-WAY STRETCH TIGHT FIT, BUM COVERING LENGTH DESIGNED FOR TRAINING

PRODUCT ANALYSIS BASIC SILHOUETTE OF T-SHIRTS

（ANOTHER COLLAR TYPE FOR THIS VERSION）

Swiftly Tech 2.0 ANTI-STINK SILVERESCENT® TECHNOLOGY, POWERED BY X-STATIC® SEAMLESS CONSTRUCTION ENGINEERED MESH IS STRATEGICALLY PLACED IN HIGH SWEAT AREAS FOR BREATHABILITY SLIM FIT ，HIP LENGTH MINIMAL SEAMS TO REDUCE CHAFE DESIGNED FOR RUNNING AND TRAINING

LOVE DESIGNED FOR ON THE MOVE SUPER-SOFT, PIMA COTTON FABRIC FOUR-WAY STRETCH ADDED LYCRA® FIBRE FOR STRETCH AND SHAPE RETENTION CLASSIC FIT, HIP LENGTH

PRODUCT ANALYSIS BASIC SILHOUETTE OF JACKETS

Define COTTONY-SOFT, LUON™ FABRIC SECURE FRONT POCKET THUMBHOLES AND CUFFINS™ KEEP SLEEVES DOWN AND CHILLS OUT SLIM FIT, HIP LENGTH DESIGNED FOR YOGA AND ON THE MOVE

Sleek Performance SWEAT-WICKING FABRIC UV-PROTECTIVE MESH FABRIC IS STRATEGICALLY PLACED IN HIGH-SWEAT AREAS FOR BREATHABILITY UNCHAIN YOUR MANE THROUGH THE SET-MY-PONYTAIL-FREE™ WINDOW ZIPPER GARAGE KEEPS CHAFE IN CHECK KANGAROO POCKET THUMBHOLES SLIM FIT, HIP LENGTH DESIGNED FOR RUNNING

Goal Smasher Light Luxtreme™ WIND-RESISTANT, SATEEN FABRIC ZIPPERED EXTERIOR POCKETS WITH A HIDDEN PHONE SLEEVE SECURE BACK POCKET STOWABLE, ADJUSTABLE HOOD STRATEGICALLY PLACED VENTS ADDED FOR AIRFLOW THUMBHOLES DESIGNED FOR RUNNING

Scuba SOFT, BLENDED COTTON FLEECE FABRIC ELASTIC ZIPPER PULL DOUBLES AS AN EMERGENCY HAIR TIE RIBBED PANELS HIDDEN MEDIA POCKET THUMBHOLES RELAXED FIT, HIP LENGTH DESIGNED FOR ON THE MOVE

PRODUCT ANALYSIS BASIC SILHOUETTE OF HOODIES & SWEATSHIRTS

Tuck And Gather Soft, Modal® French Terry Fabric RELAXED FIT, HIGH-HIP LENGTH CROPPED LENGTH PAIRS PERFECTLY WITH HIGH-RISE BOTTOM DESIGNED FOR ON THE MOVE

Time To Restore PIMA COTTON FABRIC RELAXED FIT, HIGH-HIP LENGTH. WRAP THE TIES AROUND WAIST AND KNOT THEM IN THE BACK DESIGNED FOR ON THE MOVE

Swiftly Tech

Perfectly Oversized NATURALLY BREATHABLE COTTON TERRY FABRIC RELAXED FIT DESIGNED FOR ON THE MOVE

Emerald PIMA COTTON FABRIC CLASSIC FIT, HIGH LENGTH DESIGNED FOR ON THE MOVE

ANTI-STINK, SEAMLESS CONSTRUCTION SILVERESCENT® TECHNOLOGY POWERED BY X-STATIC® ENGINEERED MESH IS STRATEGICALLY PLACED I N HIGH SWEAT AREAS FOR BREATHABILITY THUMBHOLES UPDATED FIT DESIGNED FOR RUNNING AND TRAINING

PRODUCT ANALYSIS BASIC SILHOUETTE OF LEGGINGS

Align BUTTERY-SOFT, NULU™ FABRIC WAISTBAND LIES FLAT AND WON'T DIG IN HIDDEN WAISTBAND POCKET HIGH RISE DESIGNED FOR YOGA

Align 2.0 BUTTERY-SOFT, NULU™ FABRIC WAISTBAND LIES FLAT AND WON'T DIG IN HIDDEN WAISTBAND POCKET HIGH RISE，SIDE STRIPED DESIGNED FOR RUNNING

Wunder Under Luxtreme™ WAISTBAND LIES FLAT AND WON'T DIG IN HIDDEN WAISTBAND POCKET HIGH RISE DESIGNED FOR YOGA

Mapped Out SENSEKNIT™ TECHNOLOGY BREATHABLE, SEAMLESS CONSTRUCTION ENGINEERED MESH IS STRATEGICALLY PLACED IN HIGH-SWEAT AREAS FOR BREATHABILITY FOLD-OVER POCKET SECURELY STASHES YOUR GEAR WAISTBAND LIES FLAT AND WON'T DIG IN

PRODUCT ANALYSIS BASIC SILHOUETTE OF LEGGINGS

Train Free ULTRA-LIGHTWEIGHT, NULUX™ FABRICWAISTBAND LIES FLAT AND WON'T DIG IN SIDE DROP-IN POCKETS HIGH RISE DESIGNED FOR RUNNIG

Sheer Will QUICK-DRYING, NULUX™ FABRIC ENGINEERED MESH FABRIC IS SMOOTH AND COMFORTABLE WAISTBAND POCKET DESIGNED FOR TRAINING

Essential Warpstreme™ SIDE DROP-IN POCKETS HIGH RISE TURN UP THE HEM TO REVEAL A REFLECTIVE STRIP DESIGNED FOR ON THE MOVE

Metro Miles SOFT, STRETCH FRENCH TERRY FABRIC ZIPPERED POCKETS GUSSET IS PLACED TO ALLOW INCREASED MOBILITY DARTS FOR ADDED KNEE ARTICULATION DESIGNED FOR TRAINING AND ON THE MOVE

PRODUCT ANALYSIS BASIC SILHOUETTE OF LEGGINGS

In movement

On The Fly HIGH-COVERAGE, FULL-ON™ LUXTREME FABRIC FRONT POCKETS WITH INTERIOR CARD SLEEVE DRAWCORD TO CUSTOMIZE FIT DESIGNED FOR ON THE MOVE

ULTRA QUICK-DRYING, EVERLUX™ FABRIC SUPPORTIVE HIDDEN WAISTBAND POCKET DESIGNED FOR TRAINING

Fast and free ULTRA-LIGHTWEIGHT, NULUX™ FABRIC DISCREET WAISTBAND POCKETS SIDE DROP-IN POCKETS CONTINUOUS DRAWCORD IS EASY TO CINCH AND WON'T GET LOST IN THE WASH DESIGNED FOR RUNNING

Align Crop BUTTERY-SOFT, NULU™ FABRIC WAISTBAND LIES FLAT AND WON'T DIG IN WAISTBAND POCKET DESIGNED FOR YOGA

PRODUCT ANALYSIS BASIC SILHOUETTE OF LEGGINGS

Wunder train ULTRA FAST-DRYING, EVERLUX™ FABRIC CONTINUOUS DRAWCORD IS EASY TO CINCH AND WON'T GET LOST IN THE WASH WAISTBAND POCKET HOLDS YOUR KEY OR CARD DESIGNED FOR TRAINING

Free to speed QUICK-DRYING, NULUX™ FABRIC FEED THE SLEEVES OF YOUR TOP THROUGH THE LOOP HOLD™ WAISTBAND TABS FOR SECURE, NON-RESTRICTIVE STORAGE SECURE ZIPPERLESS BACK POCKET DESIGNED FOR RUNNING

Urban Srtides RIBBED, LUXTREME™ FABRIC RIBBEDCOOL FEEL SUPER-HIGH RISE, 7/8 LENGTH DESIGNED FOR ON THE MOVE

Invigorate ULTRA FAST-DRYING, EVERLUX™ FABRIC SIDE DROP-IN POCKETS HIDDEN WAISTBAND POCKET CONTINUOUS DRAWCORD IS EASY TO CINCH AND WON'T GET LOST IN THE WASH DESIGNED FOR TRAINING

PRODUCT ANALYSIS BASIC SILHOUETTE OF DRESSES

All Aligned Midi

Along the Way

BUTTERY-SOFT, NULU™ FABRIC DESIGNED FOR ON THE MOVE

COTTON BLEND FABRIC THUMBHOLES FRONT POCKETS TO STORE ESSENTIALS RELAXED FIT GIVES YOU ROOM TO MOVE WITHOUT RESTRICTION DESIGNED FOR ON THE MOVE

Softer Still Define ADDED LYCRA® FIBRE FOR SHAPE RETENTION THUMBHOLES AND CUFFINS™ HELP KEEP SLEEVES DOWN AND HANDS WARM RELAXED FIT: DESIGNED FOR ON THE MOVE

CASHLU™ MACHINE-WASHABLE THUMBHOLES: HELP KEEP YOUR SLEEVES IN PLACE AND HANDS WARM SIDE POCKETS RELAXED FIT, CROPPED LENGTH DESIGNED FOR ON THE MOVE

PRODUCT ANALYSIS BASIC SILHOUETTE OF SWIMSUITS

Drifting Tides

All that Glimmers1.0

QUICK-DRYING FABRIC SUBTLE SHIMMER INTENDED TO PROVIDE LIGHT SUPPORT FOR AN A/B CUP DESIGNED FOR SWIM

QUICK-DRYING FABRIC SUBTLE SHIMMER B/C CUP, LOW COVERAGE POCKETS FOR OPTIONAL, REMOVABLE CUPS DESIGNED FOR SWIM

All that Glimmers2.0 QUICK-DRYING FABRIC SUBTLE SHIMMER B/C CUP, LOW COVERAGE REVERSIBLE FOR TWO DIFFERENT LOOKS DESIGNED FOR SWIM All that Glimmers3.0

Calm Tides UV-PROTECTIVE FABRIC HIPSTER CUT THAT FULLY COVERS YOUR BUM AND HIP DESIGNED FOR SWIM

QUICK-DRYING FABRIC HIGH WAIST, MEDIUM COVERAGE LOW-CUT LEG OPENING THAT COVERS YOUR BUM AND HIP DESIGNED FOR SWIM

PART FOUR

CONSUMER INTERVIEW REPORT INTERVIEW BACKGROUND

I.Purpose Of The Interview

II.Content Of The Interview

IV. Interviewees (interview time: 5.1-5.3)

①了解现有目标消费者的品牌认知度与品牌

①形式：线上一对一访谈

①年龄：

忠诚度。

六位访谈对象的年龄集中在 20-35 岁之间，主要为 ②访谈内容：

20-25 岁的人群。

②调查目标消费者的购买习惯，指导我们做

a. 目标消费者对品牌的认知度与忠诚度

商品企划具体的产品设计、对商品结构进行

b. 目标消费者对产品功能与外观的偏好

②所属消费者类型：

调整。

c. 目标消费者对现品牌定价的看法

lululemon 现有消费者和潜在消费者。其中，3 人为

d. 目标消费者的现购买习惯与消费偏好

lululemon 消费者，2 人为 lululemon 潜在消费者，1

③了解并分析目标消费群体对产品各个维度的需求，跟进目标消费群体的消费偏好的变

III.Interview Methodology

化，为来年的品牌产品定位的调整提供依据。

投射法深度访谈

人既为竞争品牌消费者又为 lululemon 潜在消费者。 ③消费能力： lululemon 的目标消费者普遍消费能力较强，在服饰

④了解目标消费群体对品牌现有定价的看

上有较强的消费意愿。其中 4 名学生的月生活费大多

法，以调整品牌的定价。

在 5500 元以上（在服饰上有较大的花销占比），2 名上班族群体的年收入则在 15 万元以上。

CONSUMER INTERVIEW REPORT CONCLUSIONS AND SUGGESTIONS

I.Brand awareness and loyalty among target consumers ①目标消费者普遍对 lululemon 有着较高的品牌认知度；

III.Consumer preferences of target consumers and demand for products in various dimensions ①在产品外观上，目标消费者追求简单有设计感的产品，对美观度要求较

②但在品牌忠诚度方面，lululemon 现消费者与潜在消费者存在较大差异，

高。她们大多都有着较高的时尚敏感度，会经常关注各类流行趋势信息，

现消费者对品牌有较高的品牌忠诚度，较少选择其他同类型的运动品牌，

但大多不爱跟风当下潮流。偏好选择经典的基本款，在色彩上偏好深色系

而潜在消费者普遍对品牌忠诚度较低，在购买运动服装时更偏好选择专业

或配色和谐（低饱和度）的产品。

性较强且价格更低的 UA 或更为大众所熟知的 Nike、addidas、爱慕等品牌。 ②在穿着效果与体验上，目标消费者希望产品上身后达到“显瘦、遮挡或

II.Buying habits of target consumers

修饰身材缺陷”的效果，且追求 “轻便舒适无负担” 的穿着体验。

① lulu 的目标消费者基本为中产阶级，普遍消费能力较强，且在服饰上有

③在产品功能性上，目标消费者在不同品类上有着不同的高专业性要求，

较强的消费意愿。

以更适应多种运动场景的需要。 a. 运动内衣品类：强支撑性、强聚拢效果、易穿脱程度，日常清洗维护的

②在购买运动服饰时，超过半数的目标消费者会选择“单件购买“，少数则

便捷程度以及产品配色与性价比；

选择组合式购买。

b. 运动 T 恤品类：可搭配性、美观性、舒适性以及吸湿排汗、防晒指数、修饰身材遮挡缺陷（长度是否能遮住小腹）等功能性；

③在购买运动服饰时，大多数消费者会考虑到不同单品之间的搭配问题，

c. 运动外套品类：防晒指数和功能性设计（例如希望外套能在脱下后轻松

一般都会考虑“不同场景“、”上下装款式“以及”色彩“等搭配要素来挑选合

折叠为一个小腰包）；

适的单品；少数不会考虑搭配问题。

d. 紧身裤品类：应用场景的广泛性、无束缚感、显瘦以及塑形提臀的能力。

CONSUMER INTERVIEW REPORT CONCLUSIONS AND SUGGESTIONS

IV. Target consumers' perception of existing brand pricing ①目标消费者普遍认为 lululemon 的价格定位为瑜伽运动品牌中的奢侈品，产品定价整体偏高，甚至超过 Adidas、Nike、安德玛等同类型高端运动品牌； ②目标消费者普遍认为 Lululemon 与 Adidas、Nike 等国际知名度高，产

买意愿高。 d) 配件：如发束、运动袜、围巾、瑜伽垫、手提袋等产品，定价在 601780 元之间，单品普遍价格偏高，目标消费者普遍对其关注度低，购买意向低，更倾向选择其他品牌。

V. Suggestions

品品类覆盖率高、产品阶梯价格显著的品牌相比，产品价格优势不大，性

一、提高目标消费者（现消费者 / 潜在消费者）对品牌的认知度和忠诚度

价比较低；

a. 增加零售店数量，实现地理层面的市场扩张 b. 在延续自身社区垂直营销优势的情况下，学习知名度较高的 nike、

③目标消费者对 lululemon 不同产品品类的定价有不同的看法：

addidas 等品牌的营销手段，加大营销强度和范围，如与第三方平台合作

a) 运动内衣：为主打品类，定价在 380-1500 元之间，定价偏高但价格

进行广告投放等，同时加大整合传播力度以扩大品牌知名度。

带较宽，购买意愿中等。对美观性要求更高、更偏好垫上运动的目标消费者来说购买该品类的意愿较高。但对于追求多应用场景的消费者来说，可

二、在企划中完善产品价格定位：增加中低端产品线，调低产品价格，价

能由于日常穿着率低而选择购买其他性价比较高的品牌。

格区间定为 265 元 -700 元，扩大目标消费者范围以挽回因过高价格流

b) 运动 T 恤：定价在 400-1500 元之间，同样定价偏高但价格带较宽，

失的消费人群。

应用场景广泛，且由于其舒适性、搭配性，防晒指数、吸汗透气和面料耐磨性等功能性指标优良，目标消费者的购买意愿较高。

三、在企划中调整产品结构 & 产品设计要素

c) 紧身裤：作为主打品类，lulu 的 leggings 定价明显与其他运动品牌拉开

①继续增强 lulu 产品原有的舒适性、美观性、功能性等优势指标。例如加

差距，一条 leggings 的最低价格为 850，定价区间为 850-1680 元。但

大力度研究新型面料以提高运动内衣的支撑强度，紧身裤的塑形提臀能力。

该品类款式选择多，美观性功能性优异，应用场景广泛，既可在运动场景穿着，也可日常出街穿着，甚至可作为舒适的居家服，目标消费者普遍购

②继续增加创新产品。以吸引潜在消费者、增加现消费者的回头率。例如

CONSUMER INTERVIEW REPORT INTERVIEW DETAILS AND RESULTS

研发新型高燃脂面料以助力燃脂需求大的目标消费者 ③增加当前产品的可用范围。如扩宽尺码选择范围，让下装的腰身可调节以适合更多不同身材类型的消费人群穿着；丰富各品类的款式类型，为消

②由于 lulu 品牌自身营销特点，传播力度不足，且由于零售店数量较少，

费者提供更多的产品选择；增加产品的多功能应用性，使消费者实现不同

导致目标消费者在品牌忠诚度上表现稍欠，进一步会导致潜在消费者去选

场景的自如转换，例如运动后将外套脱下，可收纳为一个小腰包即可实现

择知名度更高的 Nike、Adidas 等品牌

运动场景到日常或出街场景的转换。 ③由于在消费者类型中未找到目标消费者对该品牌忠诚度的一般规律，这 ④改进弱势品类的不足。例如丰富长 / 短袖 T 恤品类的款式类型，增强其

里的归纳我们对目标消费者的忠诚度进行了分级，共有 1-5 级，级数越高，

设计感（消费者反映该品类款式单一，设计感弱）；增加各品类亚洲版型

忠诚度越高。3 名 Lululemon 现有消费者中，有 2 人持较高的品牌忠诚度

的数量以适应亚洲市场。

（4 级），1 人的品牌忠诚度为中等水平（3 级）；3 名 lululemon 潜在消费者中，有 2 人的忠诚度为 2 级，1 人为 0 级“

I. Awareness and loyalty of lululemon among target consumers

a. 拥有较高品牌忠诚度（4-5 级）的目标消费者：

①目标消费者对 lululemon 的品牌认知度较高，在品牌定位和产品特点上

·在 lululemon 的产品舒适度、产品质量、产品美观性、产品功能性、不

都有一定的了解。

同使用场景切换等方面都有着较高的满意度。

a. 在品牌定位方面，6 人都知晓该品牌为“加拿大高端运动品牌之一”、“产

·当 lulu 与安德玛、耐克、阿迪达斯等品牌对比时，都认为 lulu 在紧身裤

品风格主打简约舒适”、“产品线核心聚焦于瑜伽及综训”

品类有其特有优势，在产品“舒适性“、”美观性“（例如低饱和配色）、”

b. 在描述产品印象时，关键词“舒适性强”、“简约时尚”、“价格昂贵”、“专

搭配性“、”功能性“和”不同场景的切换“也有着独有的优势。

业性强”、“配色和谐”、 “低饱和色彩”、“特别“ 出现频率较高（排序由高往低递减）

·平均保持着 “每年 3 件以上 lululemon 产品“的购买频率。

CONSUMER INTERVIEW REPORT INTERVIEW DETAILS AND RESULTS

b. 拥有中等品牌忠诚度（2-3 级）的目标消费者：

c) 在购买运动服饰时，超过半数的目标消费者会选择“单件购买“，少数则

·1 人维持“每年 2-3 件 lulu“的购买频率，另外 2 人未购买过 lulu 的产品。

选择组合式购买。

·对 lulu 产品的舒适性、美观性（配色和谐）、功能性给予了肯定，但部

d)4 人习惯单件购买，表示有优惠活动的情况下则可能会考虑组合式购买；

分目标消费者会因过高的价格较难做出购买抉择。

e)2 人有组合式购买（上装 + 下装 + 内衣）的习惯，她们大多喜欢整套购

·在购买运动服装时，除了考虑 lululemon，也会考虑大众更为熟知的

买，甚至部分目标消费者有集齐 lulu 全套产品的意愿。

Adidas、Nike、爱慕和专业性较强但价格稍低的 UA，有时也会优先考虑

f) 在购买运动服饰时，大多数消费者会考虑到不同单品之间的搭配问题，

长辈信任的 fila、狼爪等品牌。

一般都会考虑“不同场景“、”上下装款式“以及”色彩“等搭配要素来挑选合

c. 拥有较低品牌忠诚度（0-1 级）的目标消费者：

适的单品；少数不会考虑搭配问题。

·未购买过 lulu 的产品

i. 5 人会考虑到不同单品之间的搭配问题，考虑的要素主要包括“运动服饰

· 购买运动服装时，更偏向选择大众熟知的 Adidas、Nike、victoria‘s

与其他日常服饰的搭配“、“不同穿着场景的款式搭配”、“上下装的色彩搭配”、

secret 或价格稍低但专业性也强的 UA，抑或是满足运动基本需求但价格

“穿着体验如舒适度”、”穿着场景所需要的功能性“等方面。

较低的迪卡侬等品牌。

ii. 1 人认为大多数运动服饰的款式无明显差异，表示不会考虑不同单品之间的搭配问题。

II. Current buying habits and consumption preferences of target consumers

III. Target consumers' preference for product features and appearance

a)lululemon 的目标消费者普遍消费能力较强，且在服饰上有较强的消费

①在产品外观上，目标消费者大多都有着较高的时尚敏感度，对产品外观

意愿

性有较高要求。她们会经常关注各类流行趋势信息，但大多不爱跟风当下

b) 其中学生群体的月生活费大多在 5500 元以上，且在服饰上有较大的花

潮流，偏好选择经典的基本款，在色彩上偏好深色系或配色和谐（低饱和

销占比；上班族群体的年收入则在 15 万元以上，同样，也愿意支付更多

度）的产品。

的钱用于购买服饰。

CONSUMER INTERVIEW REPORT INTERVIEW DETAILS AND RESULTS

②目标消费者了解时尚信息的途径（可借鉴范围）：微博、油管、小红书

IV. Target consumer perceptions of existing brand pricing

或公众号等平台的媒体或个人 · 博主：savis look， anne fan，Savislook，雅鲁藏布江女人，可乐

①普遍认为 lululemon 的价格定位为瑜伽运动品牌中的奢侈品，产品定价

Enkako，Camille Nichelini，Solene,

整体偏高，甚至超过 Adidas、Nike、安德玛等同类型高端运动品牌。

·明星：Kaia Gerber，水原希子，Victoria Beckham

②且普遍认为 Lululemon 与 Adidas、Nike 等国际知名度高，产品品类覆

·公众号：世界时装之苑 ELLE

盖率高、产品阶梯价格显著的品牌相比，产品价格优势不大，性价比较低

·小红书：荔枝 cherry studio，胖丁呀胖丁，诺诺陈

③目标消费者对 lululemon 不同产品品类的定价有不同的看法。

·其他：油管健身博，Beams 画册，品牌秀场图等

a) 运动内衣：为主打品类，定价在 380-1500 元之间，定价偏高但价格带较宽，购买意愿中等。对美观性要求更高、更偏好垫上运动的目标消费

③在穿着效果与体验上，目标消费者希望产品上身后达到“显瘦、遮挡或

者来说购买该品类的意愿较高。但对于追求多应用场景的消费者来说，可

修饰身材缺陷”的效果，且追求“轻便舒适无负担”的穿着体验。

能由于日常穿着率低而选择购买其他性价比较高的品牌。 b) 运动 T 恤：定价在 400-1500 元之间，同样定价偏高但价格带较宽，

④在产品功能性上，目标消费者追求高专业性，对不同品类有着不同的功

应用场景广泛，且由于其舒适性、搭配性，防晒指数、吸汗透气和面料耐

能性要求，以更适应多种运动场景的特殊需要

磨性等功能性指标优良，目标消费者的购买意愿较高。

对不同品类，消费者有着不同的功能性要求。

c) 紧身裤：作为主打品类，lulu 的 leggings 定价明显与其他运动品牌拉开

a) 运动内衣品类：强支撑性、强聚拢效果、易穿脱程度，日常清洗维护

差距，一条 leggings 的最低价格为 850，定价区间为 850-1680 元。但

的便捷程度以及产品配色与性价比；

该品类款式选择多，美观性功能性优异，应用场景广泛，既可在运动场景

b) 运动 T 恤品类：可搭配性、美观性、舒适性以及吸湿排汗、防晒指数、

穿着，也可日常出街穿着，甚至可作为舒适的居家服，目标消费者普遍购

修饰身材遮挡缺陷（长度是否能遮住小腹）等功能性；

买意愿高。

c) 运动外套品类：防晒指数和功能性设计（例如希望外套能在脱下后轻

d) 配件：如发束、运动袜、围巾、瑜伽垫、手提袋等产品，定价在 60-

松折叠为一个小腰包）；

1780 元之间，单品普遍价格偏高，目标消费者普遍关注度低，购买意向

紧身裤品类：应用场景的广泛性、无束缚感、显瘦以及塑形提臀的能力。

普遍低，更倾向选择其他品牌产品。

PART FIVE

PLANNING (2021 Q1) PRODUCT SCHEDULE (BY CATEGORY)

SCENARIO

Yoga

Training

Running

On the move

Swimming

TREND

BASIC STYLE

CORE STYLE

TREND STYLE

THEME1

THEME2

THEME3

3.2%

reduce

6.0%

reduce

4.2%

4.7%

maintain

4.8%

3.8%

reduce

16.0%

16.4%

maintain

1.3%

3.2%

increase

1.3%

3.2%

increase

118

37.7%

128

37.2%

increase

0.3%

1.3%

increase

1.6%

1.9%

reduce

7.3%

6.0%

reduce

3.8%

4.7%

increase

0.6%

0.3%

reduce

5.1%

3.5%

reduce

0.6%

reduce

19.5%

18.3%

reduce

0.6%

0.3%

reduce

6.4%

1.6%

reduce

1.6%

1.3%

reduce

1.6%

1.9%

maintain

2.6%

1.6%

reduce

1.9%

reduce

14.7%

8.5%

reduce

6.4%

3.5%

reduce

Underwear

0.6%

3.2%

increase

Vest Pant Mid-length pant Jacket&Hoodie Dress Total Swimwear

2 7 5 34 8 78 10

0.6% 2.2% 1.6% 10.9% 2.6% 24.9% 3.2%

4 10 12 28 16 91 13

1.3% 3.2% 3.8% 8.8% 5.0% 28.7% 4.1%

increase increase increase reduce increase increase increase

2 8 8 12 3 / 6

1 1 3 10 8 / 4

1 1 1 6 5 / 3

2 5 3 8 5 / 5

1 3 5 10 6 / 5

1 2 4 10 5 / 4

CATEGORY

2020SKC

PROPORTION

2021SKC

T-shirt Underwear Vest Pant Mid-length pant Short&Skirt Jacket&Hoodie Total Long sleeve T-shirt Underwear Vest Pant Mid-length pant Short&Skirt Total Long sleeve T-shirt Vest Pant Mid-length pant Short&Skirt Total Long sleeve

3.5%

6.7%

PROPORTION

PLANNING (2021 Q1) LOADING SCHEDULE

SCENARIO

Yoga

Training

Running

On the move

Swimming Total

CATEGORY T-shirt Jacket&Hoodie Vest Underwear Short&Skirt Pant Mid-length pant Total T-shirt Vest Underwear Long-sleeve Short&Skirt Pant Mid-length pant Total T-shirt Jacket&Hoodie Vest Long-sleeve Short&Skirt Pant Mid-length pant Total Jacket&Hoodie Vest Underwear Long-sleeve Pant Mid-length pant Dress Total Swimsuit Total /

1/1/2020 0 0 5 1 0 1 0 7 2 0 2 1 0 0 0 5 1 0 1 0 0 0 0 2 5 0 0 2 0 0 2 11 0 0 25

8/1/2020 0 4 0 0 1 0 8 13 0 0 2 0 0 0 0 2 0 0 0 0 0 1 0 1 2 1 2 0 0 1 0 3 0 0 19

15/1/2020 0 0 1 0 0 0 16 17 0 0 1 1 0 0 0 2 0 0 0 1 0 2 0 3 2 0 0 1 0 0 0 5 0 0 27

22/1/2020 0 2 2 5 0 2 0 11 0 6 3 0 0 0 0 9 0 0 2 0 2 0 0 4 8 0 2 0 1 1 2 14 0 0 38

29/1/2020 0 0 0 2 0 2 1 5 0 0 1 0 2 0 0 3 0 0 0 0 1 1 1 3 1 0 0 0 0 0 0 1 0 0 12

5/2/2020 0 1 0 1 0 3 1 6 0 0 1 1 0 0 0 2 1 0 1 0 0 1 0 3 3 0 4 1 0 4 2 10 0 0 21

12/2/2020 3 2 3 0 0 0 4 12 0 0 2 0 0 0 0 2 0 0 0 0 2 0 0 2 2 0 0 4 2 0 0 7 0 0 23

19/2/2020 0 1 0 6 0 2 1 10 0 4 3 0 0 0 8 15 0 0 0 0 0 0 2 2 0 0 0 0 0 1 1 2 0 0 29

26/2/2020 1 0 0 3 1 0 7 12 3 2 0 1 0 0 0 6 1 0 0 0 0 0 0 1 0 1 0 1 5 0 2 9 0 0 28

4/3/2020 0 0 2 1 1 1 7 12 0 2 1 0 0 0 0 3 0 0 0 0 1 1 0 2 3 0 1 0 0 4 0 5 2 2 24

11/3/2020 0 0 0 0 2 0 1 3 1 0 1 0 0 0 0 2 0 0 0 0 0 0 0 0 2 1 1 0 0 0 4 3 1 1 9

18/3/2020 6 0 0 0 3 1 2 12 0 1 0 0 0 0 3 4 2 0 0 0 0 0 0 2 0 0 0 2 1 1 2 7 0 0 25

25/3/2020 0 0 2 0 2 0 4 8 0 0 2 0 0 1 0 3 0 0 0 0 0 0 2 2 0 1 0 0 1 0 1 1 10 10 24

TOTAL 10 10 15 19 10 12 52 128 6 15 19 4 2 1 11 58 5 0 4 1 6 6 5 27 28 4 10 11 10 12 16 91 13 13 317

PLANNING (2021 Q1) PRICE LIST

CATEGORY Ⅰ

CATEGORY Ⅱ

Jacket&Hoddie

DESCRIPTION

PRICE

STANDARD

2020Q1 SKC

2021Q1 SKC

Low

830-880 930-1080 1130-1480 380-430 480-530 580-680 430-480 530-880 930-1080 380-430 430-480 530-580 380-430 430-480 530-630 730-780 830-980 980-1080 830-880 880-980 1080-1180 430-480 530-580 730-780 930-1030 1030-1180 1230-1380 430-530 580-630 630-680

850 965 1280 380 480 580 450 700 965 400 450 550 390 450 550 750 895 980 850 920 1080 450 550 750 965 1080 1280 450 580 650

4 22 12 13 22 2 3 11 9 13 25 8 17 12 1 24 38 17 7 14 8 9 1 2 0 6 2 3 6 2

3 27 8 5 14 2 5 7 4 14 25 9 16 19 3 24 40 16 7 14 8 14 3 1 4 8 4 6 7 2

Major High Low

T-shirt

Major High Low

Top

Long-sleeve

Major High Low

Underwear

Major High Low

Vest

Major High Low

Mid-length pant

Major High Low

Bottom

Pant

Major High Major

Short&Skirt

Major High Low

Dress

Major High

Other

Low

Swimsuit

Major High

2021Q1 TOTAL SKC

COST

200-220 230-270 250-330 76-86 96-106 116-136 105-120 130-220 230-270 95-110 110-125 135-145 76-86 86-96 106-126 160-175 185-220 220-240 185-195 195-220 240-265 110-120 132-145 182-195 206-228 228-262 273-306 95-118

13 140-152

2021 Q1 Average price

722

2020 Q1 Average price

732

2021 Q1 Average cost

174

2020 Q1 Average cost

176

Reduce 1.3%

Reduce 1.1%

PART SIX

PRODUCT DESIGN & DEVELOPMENT THEME ONE : “THE SPIRIT OF ROSE”

The project is inspired by the ballet Dance ‘Le Spectre de la rose’ (The Spirit of Rose.) Vaslav Nijinski (1889-1950) was the beautiful young Rose spirit in the Ballet. This led me to reinterpret the clothing of the moment through a feminist lens —— In the post COVID-19 world, feminism is needed to reconstruct people' lives than ever before.Just like roses, which beauty, elegance, warmth, and healing are only the symbols, and it is the independent, powerful, and pluralistic nature under its roots that leds to the spirit of the rose. This theme is divided into two parts and the products involved extend to the four scenarios of yoga, running, training and leisure in the 2020 lululemon Q1 series.

PRODUCT DESIGN & DEVELOPMENT SERIES ONE

FABRIC\PATTERN\COLOR Eco-Tech

Natural Patterns

Cottons and linens beneﬁt from prooﬁng or have

Organic abstract textures, prints and laundries inspired

technical backings. Develop lower-impact,

by #naturestextures add camouﬂage updates to a wide

climate-proof coatings. Look at recycled or biode-

range of fabrics from fancy occasionwear to perfor-

gradable PU ﬁnishes, bio-polymer coatings and

mance-tech membranes

food waste innovations from coffee grounds, castor bean oil, beeswax or coconut oil. Look for certified dyestuffs, dope dye options and explore routes into vegetable dyes. Spring Florals Florals in romantic interior-inspired and paisley patterns are worked in warm, gently faded tones

Pastels Pink Purple

Crisp Constructions Eﬁnition in smooth, structured surfaces.Rib, loopback,

Despite a broader shift towards hyper-satu-

waﬄe and thermal stitches are worked in marl,

rated tones this season, pastels still remain

mélange, snarl and nep yarns .Source GOTS and BCI

important, and emerge with stronger inherent

cotton, organic and undyed cotton and linen blends.

colour. Purple, pink and green tones are

Look out for biodegradable elastane or mechanical

key.This is also identical to lululemon's low

stretch.

saturation colors.

PRODUCT DESIGN & DEVELOPMENT SERIES ONE

TREND

INSPIRATION

Retailers push home-workout content to promote activewear edits Interest in indoor sport spikes, as Google Trends

Interest for ‘home workout’ surges across Google & Instagram Google trends

WGSN Social Media

4.5

3.38

2.25

30 days to April 13 2020.Retailers tap into this surge

1.13

in demand by promoting activewear collections along-

shows a jump in searches for "virtual cycling" (+500%), "running machines" (+450%) and "strength training at home" (+600% US, +900% UK) in the last

Fabric stitching

Polo shirt

side at-home workout content

Straps Google trends. WGSN Social Media. % penetration within posts

‘Comfort is top priority’ Sleep, fitness and lingerie show strong performance

While demand for apparel dips overall, intention to buy lounge, intimates and activewear grows According to WGSN Barometer, women's intent to purchase lounge, underwear, ﬁtness and activewear grew by 2.1pp, 3.7pp and 3.8pp YoY, respectively during Covid-19 .WGSN Instock also indicates ﬁtness, lingerie and sleep categories show strong performance during the global pandemic.

with full-price out of stocks sitting above average Sleepwear

Fitness

Flare Yoga Trouser

Lingerie

25 20 15 10 5 0 WGSN Instock.Week 10-18 2020 and 2019

Apparel average:8%

Apparel average:4%

Woven fabric Bikram set Matching colors

PRODUCT DESIGN & DEVELOPMENT SERIES ONE: LOOK - 1

CHUNKY 2X1 RIB ORGANIC COTTON LYCRA Light Luon™ FOUR-WAY STRETCH TIGHT FIT, CROP TOP DESIGNED FOR YOGA AND ON THE MOVE

Jersey 12% Lycra

OTHER OPTION

I-SHAPE PIECED FABRICS CHUNKY 2X1 RIB ORGANIC COTTON LYCRA SUPPORT RIBS

SIDE POCKETS SEAMLESS CONSTRUCTION FOR MINIMAL SEAMS

Y-SHAPE

BIKRAM SET

MULTIPLE STRAPS

CHUNKY 2X1 RIB SUPPORT STRAP SUPPORT RIBS LOGO AT THE BACK Cotton Cashmere 90/10

CHUNKY 2X1 RIB

CYCLING SHORTS CHUNKY 2X1 RIB ORGANIC COTTON LYCRA Luxtreme™ SUPPORT RIBS DESIGNED FOR YOGA AND ON THE MOVE

LOGO AT THE BACK B/C CUP ，LOW SUPPORT POCKETS FOR OPTIONAL REMOVABLE CUPS DESIGNED FOR YOGA AND TRAINING

PRODUCT DESIGN & DEVELOPMENT SERIES ONE: LOOK - 2

ASYMMETRIC SUPPORT STRAP SUPPORT RIBS

Soft, Modal® French Terry Fabric CHUNKY 2X1 RIB ORGANIC COTTON LYCRA RELAXED FIT, HIGHLENGTH SUPPORT RIBS DESIGNED FOR ON THE MOVE HIGH NECKLINE AND DEEP V NECK OPENING WITH

DROPPED SHOULDER SEAM

BLACK ZIPPER Jersey 12% Lycra FABRIC PATCHWORK

CHUNKY 2X1 RIB

LOGO AT THE BACK

Cotton Cashmere 90/10

CHUNKY 2X1 RIB

WIDE, CONTROL WAISTBAND WAISTBAND LIES FLAT AND WON'T DIG IN

NULUX™ FABRIC SECURE ZIPPERLESS BACK POCKET DESIGNED FOR RUNNING ENGINEERED MESH IS STRATEGICALLY PLACED IN HIGH-SWEAT AREAS FOR BREATHABILITY

OTHER OPTION

DRAWCORD TO CUSTOMIZE FIT

REINFORCED GUSSET FLARE

FULL-ON™ LUXTREME FABRIC HIDDEN WAISTBAND POCKET DESIGNED FOR ON THE MOVE

PRODUCT DESIGN & DEVELOPMENT SERIES ONE: LOOK - 3

HIGH-COVERAGE, FULL-ON™ LUXTREME FABRIC DESIGNED FOR ON THE MOVE FRONT POCKETS WITH INTERIOR CARD SLEEVE

DRAWCORD TO CUSTOMIZE FIT

JERSEY 12% LYCRA

CHUNKY 2X1 RIB

COTTON CASHMERE 90/10 JERSEY 12% LYCRA DESIGNED FOR ON THE MOVE AND YOGA

FRONT POCKETS

THUMBHOLES FLIP UP THE CUFFS TO REVEAL REFLECTIVE DETAILS

OTHER OPTION

HIGH WAIST AND DRAMATIC LINES CROPPED CUT ALLOW FOR BREATHING ROOM

COTTON CASHMERE 90/10

EYELETS AND CANOPY FOR VENTILATION

SHORT SLEEVE CROPPED TOP DESIGNED FOR ON THE MOVE AND YOGA

OTHER OPTION JERSEY 12% LYCRA CHUNKY 2X1 RIB LINKED BY HAND USING ULTRA SOFT ITALIAN PERFORMANCE YARN

BUTTERY-SOFT, NULU™ FABRIC WAISTBAND LIES FLAT AND WON'T DIG IN HIDDEN WAISTBAND POCKET HIGH RISE LEG-WRAPPING DESIGNED FOR YOGA

PRODUCT DESIGN & DEVELOPMENT SERIES TWO

FABRIC

COLOR

Lulu’s Fabric + Technology

Use grounded plant-based tones to create nostalgic warmth

For this serie I will increasing the use of lulu's own technical fabrics like Luon®、 Luxtreme®、Nulux™、Nulu ™、Everlux™、Silverescent® .Each fabric has its own unique function to meet the needs of diﬀerent occasions.

Tuck and gather

As consumers become more educated on the impacts of dyeing, plant-based tones will bring reassurance, and introduce a grounded quality to collections. Enrich burnished plant-based tones with accents of teal and ochre.

The concept: Evolving from

Unlock the digital world through elemental brights

S/S 21’s coated jerseys,

The digitally-inspired colours

satin sheen advances the

in this direction oﬀer a sense

high-shine glamour of

of escapism and also have an

ath-luxe styling for the A/W

emotional appeal. A hint of

21/22 season across both

our key colour, Orchid Flower,

wovens and jerseys, with a

will stand out both on-screen

glossier impact.

and in real life.

Satin Sheen

INSPIRATION

Functional buckle & Pocket

Cutout

High neck with zipper

PRODUCT DESIGN & DEVELOPMENT SERIES TWO: LOOK - 1 ULTRA-LIGHTWEIGHT, NULUX™ FABRIC SLIM FIT ，HIP LENGTH DESIGNED FOR RUNNING AND TRAINING

U-COLLAR,EASY TO SLIP ON AND OFF CUTOUT BODYSUIT HALF MOON OPENING AT THE FRONT OFFERING EASE OF MOTION AND BREATHABILITY

PENN TEXTILE

ZIP

WELDED REFLECTIVE TAPE

OTHER OPTION Luxtreme®

ENGINEERED MESH IS STRATEGICALLY PLACED IN HIGH SWEAT AREAS FOR BREATHABILITY

HIDDEN WAISTBAND POCKET LIEBAERT CRISSCROSS STRAPS NuluX™

Nulu™

FABRIC STITCHING, WITH PENN TEXTILE AND LUXTREME® FOUR WAY STRETCH DESIGNED FOR YOGA AND ON THE MOVE

WAISTBAND LIES FLAT AND WON'T DIG IN

DOUBLE LAYER

Luxtreme™ HIDDEN WAISTBAND POCKET HIGH RISE DESIGNED FOR YOGA

OTHER OPTION

QUICK-DRYING, NULUX™ FABRIC ENGINEERED MESH FABRIC IS SMOOTH AND COMFORTABLE WAISTBAND POCKET DESIGNED FOR TRAINING

PRODUCT DESIGN & DEVELOPMENT SERIES TWO: LOOK - 2

UNDERARM GUSSET

OTHER OPTION

ZIPPERS AT THE ANKLES FOR EASY ON AND OFF

FUNCTIONAL BUCKEL

PENN TEXTILE

ULTRA-LIGHTWEIGHT NULUX™ FABRIC DESIGNED FOR RUNNING

Luxtreme®

LIEBAERT

NuluX™

Nulu™

ENGINEERED MESH IS STRATEGICALLY PLACED IN HIGH-SWEAT AREAS FOR BREATHABILITY

WATER-REPELLENT ABRASION-RESISTANT TREATED WITH NO-STINK ZINC™: AN INVISIBLE TECHNOLOGY THAT STOPS BACTERIA

DOUBLE ENTRY CARGO POCKETS TREATED WITH NO-STINK ZINC™: AN INVISIBLE TECHNOLOGY THAT STOPS THE GROWTH BACTERIA BICOLOUR HALF ZIP ALONG THE FRONT

MULTIPLE POCKETS

WATER-REPELLENT ABRASION-RESISTANT DESIGNED FOR ON THE MOVE

TWO-WAY ZIPPER Full-on™ Luxtreme / Luxtreme™ CROP-STYLE BRA MOCK-NECK COLLAR DESIGNED FOR YOGA AND ON THE MOVE

PRODUCT DESIGN & DEVELOPMENT SERIES TWO: LOOK - 3

NO-CHAFE, SEAMLESS CONSTRUCTION

PENN TEXTILE

NuluX™

Nulu™

LIGHTWEIGHT, SWIFT FABRIC FOUR-WAY STRETCH CONCEALED ZIPPER OPENING AT THE FRONT NECK DESIGNED FOR ON THE MOVE

SKIRT IS OPEN FOR VENTILATION

PIMA COTTON FABRIC RELAXED FIT, HIGH-HIP LENGTH WRAP THE TIES AROUND WAIST AND KNOT THEM IN THE BACK

ENGINEERED MESH IS STRATEGICALLY PLACED IN HIGH SWEAT AREAS FOR BREATHABILITY

Luxtreme®

LIEBAERT

OTHER OPTION

SILVERESCENT® TECHNOLOGY POWERED BY X-STATIC® RELAXED FIT, HIP LENGTH DESIGNED FOR TRAINING

OPEN BACK CUT-OUT FOR VENTILATION

COTTONY-SOFT, LUON ™ FABRIC KEEP SLEEVES DOWN AND CHILLS OUT SLIM FIT, HIP LENGTH DESIGNED FOR YOGA AND ON THE MOVE

SECURE FRONT POCKET

THUMBHOLES AND CUFFINS™

PIMA COTTON FABRIC RELAXED FIT, HIGH-HIP LENGTH DESIGNED FOR YOGA AND ON THE MOVE

PRODUCT DESIGN & DEVELOPMENT REFERENCE LIST

Active Materials Trend Concepts A/W 21/22 By Jessica Harman / 12.06.19

Modern Yogis: Active Design Capsule S/S 21 By Rebecca Saygi / 03.03.20

Première Vision S/S 21: Jersey By Charlotte Casey / 02.18.20

Première Vision S/S 21: Wovens Colour Evolution A/W 20/21 By Hannah Craggs / 10.24.18

Retail Analysis: Women Spring 2020 By Clare Scullion / 04.21.20

2021Q1 Collection Theme ：Back To The Basic 蒋琦

2021Q1 THEME POSITIONING

INSPIRATION

极简护肤品牌 Malinandgoetz

极致极简 Back to the basic

品牌主理人通过对的人体面部皮肤的长期研究，将面部肤质类型分成了两类，并分别研究这两种肤质对应的最基本

关键词

功能美学

实用主义

的护肤产品的需求，将产品线简化到极致 . 全品牌护肤产品

Keyword

胶囊衣橱

历久弥新

者来说，认识自己的肤质需求、了解品牌的产品、挑选品

主题背景 Background

只有五个品类，而每个品类下只有 2-3 个产品。对于消费牌产品整个过程都得到了极致的简化。

在经历过一场笼罩全社会的疫情危机以后，人们开始了一种或是集体的、或是个人的迷茫

本主题的产品开发将借鉴这一品牌产品理念，产品结构上，

情绪，对于刚暴露于社会不久的年轻人来说这

总结目标消费者对运动装最基本的需求，整合品牌各个品

种情绪被更加地方大，令他们不得不去反思许

类的产品线已经被细分的产品功能，浓缩核心单品，推出

多。比如伴随着他们长大在迅速发展的经济，

高适用性的新产品，并引入胶囊衣橱的概念，保证各品类

以及无可避免的在这个过程不断扩散与蔓延的

单品间的可搭配性；产品外观风格上，将更多地沿用或改

消费主义，他们开始审视自己身上的一个个

良本品牌各品类的经典款、基础款，保持品牌风格的同时

logo 和一个个被消费主义贴上的无意义的标

使用自然、天然风格的色彩与印花打造历久弥新的产品。

签，以及自己被过度挖掘的需求，或许是时候

本主题产品为中低价格定位，补充品牌现有价格带空缺的

该去辨认哪些是自己真正的需求了。

同时，吸引消费者了解品牌的经典产品，扩大消费群体。

2021Q1 CONSUMER GOALS

CONSUMER PORTRAIT

AGE

她们对社会议题有着高度的敏感，会主动观察与思

18-25

考社会与自身发生的变化，注重人文主义，警惕商

CAREER

品经济时代消费对人的异化。Lululemon 注重产品

设计师自由职业者新媒体从业者

的品质与实际使用体验，拥有自己的选择标准而不盲从。比起户外运动，更偏爱与朋友一起进行室内

INCOME

健身房训练或是瑜伽，偶尔也会选择户外跑步。运

￥50,000- ￥15,000

动更多的是她们保持身心愉快一种途径。

CONSUMPTION

表现

低调

理性

感性

性能

外观

注重实用性注重品质与设计警惕消费主义 INTEREST

运动阅读公益艺术 CONCEPT

品质

潮流

女性主义人文主义对社会议题保持高度关注

2021Q1 KEY CATEGORY

PRODUCT CONSTRUCTURE 18%

支撑度排汗性

高强度功能产品

遮盖性

ee Sp gh

支撑度

延展性

排汗性遮盖性延展性 50%

功能兼容产品 Sp

支撑度排汗性遮盖性

中低强度功能产品

延展性 25%

支撑度排汗性遮盖性延展性

日常着装需求 & 场景灵活切换 20%

2021Q1 CORE PRODUCTS

高强度核心产品

Energy

Stronger As One

Cool Racerback

Swiftly Tech

Train Free

中低强度核心产品 Free To Be

Flow Y

Power Y

LOVE

Align

高、中低强度产品 / 沿用本品牌已有核心产品结合本系列各主题色彩花纹

休闲场景核心产品

功能兼容产品 / 整合高中低核心产品的设计点作为本季该系列的新产品线休闲场景产品 / 沿用部分已有产品结合系列主题 Define

Scuba

On The Fly

以适用全场景为目的进行新产品设计

2021Q1 KEY PRODUCTS&DETAILS

单品 / 休闲便西极简风日常装品牌经典单品，将之与品牌的特殊面料相结合，打造可运用于日常休闲或通勤场合的产品。采用宽松廓形与毛边细节重塑便西，打造浑然天成的瑕疵感外观与考究休闲风格。采用腰间绑带的细节设计，增强单品的实用性。使用不规则剪裁以呈现天然效果。

2021Q1 KEY PRODUCTS&DETAILS

细节 / 近未来主义极简几何结构线打造高性能设计，为基础款带来更新，打造历久弥新的极简设计。

双面结构、外露缝线和整洁镂空，为设计注入新意，增加设计感，符合人体的多片的拼接结构、合体的简约外观是重点。

2021Q1 KEY PRODUCTS&DETAILS

产品趋势 / 居家休闲运动服后疫情时代，居家工作、在家办公成为了一种新的趋势，拉动了消费者对居家运动服与居家工作服的需求，考虑到本系列旨在为消费者提供一种更极简的生活方式，在设计产品时考虑将居家休闲、工作与运动相结合，打造在居家这一场景下适用于消费的多种活动需求的产品。设计上注重感官和物理的舒适。运用防臭、抗皱、提升舒适感等技术。着重考虑单品之间的搭配

2021Q1 KEY PRODUCTS&DETAILS

产品趋势 / 运动正装在运动休闲的基础上，将运动装设计变得更加正式。将品牌的性能面料和设计规则与成熟正式的美感相融，满足消费者对日常服装的舒适感的期待。整体格调纯净、干练带有功能性。款式适穿时间长，搭载极简细节和更好的适应性能，为消费者提供历久弥新的极简经典单品。

2021Q1 MOOD BOARD 01：Black+Wood

2021Q1 MOOD BOARD：Smell Of Ceramics

2021Q1 MOOD BOARD 02：Mother Earth

2021Q1= MOOD BOARD 03：Wabi-sabi

2021Q1 Series 01

/ 居家运动套装

中低强度功能产品

穿着柔软舒适的居家运动套装，背心使用 Nulu 面料与 Everlux 面料拼接，胸口背部为 Nulu 面料，柔软舒适具有四面弹力，腋下部分使用 Everlux 面料快感排汗。具有中低支撑力，适用于居家轻量运动。下装短裤沿用经典的 Align 版型与面料，进行外观设计上的改变。

2021Q1 Series 02

/ 居家休闲运动服

中低强度功能产品

对品牌的经典核心产品 LOVE 再设计改良，满足居家休闲时的活动需求增加了腰间绑带的设计。才用添加了莱卡的棉质混纺面料，舒适透气，具有四面弹力，面料经 Silverescent 处理具有放臭功能。

采用由轻质泡棉制成边缘平滑的模杯，网布肩带与高罩杯剪裁设计，具有中低支撑力具有优良透气性与以此提供全天候居家舒适穿着体验。

使用 Full-On Luxtreme Lycra 面料低阻、光滑、透气性出众、质地轻盈，提供全天候居家运动的舒适体验。

2021Q1 Series 03 / 通勤运动装

功能兼容产品

通勤可穿的便西款式，宽松版型，面料经 DWR 处理，表面纹理质感，不易被水沾湿，保持干爽。

修身中高领长袖运动衫，易流汗部分采用网面设计，面料经 Silverescent 防臭处理，随时保持清新。

使用 Full-On Luxtreme Lycra 面料低阻、光滑、透气性出众、质地轻盈，裤腿处采用拉链开合设计，随场景变换风格。

使用 Full-On Luxtreme Lycra 面料低阻、光滑、透气性出众、质地轻盈，肩带处可调节，可随意调节支撑度，实现使用场景的灵活切换。

2021Q1 Series 04 / 居家办公运动装

功能兼容产品

棉丝混纺面料，穿着舒适透气，采用绑带设计，为居家生活提供便捷，款式设计可满足短暂外出需要。

Nulu ™ Lycra 面料，具有四面弹力，舒适条带和可调节底边不仅能支撑肌肉，还能矫正身姿，防止居家办公不良姿势导致的肌肉疼痛。

棉质混纺面料添加氨纶，深 V 领设计，舒适透气。

Nulux Lycra 面料，触感柔软顺滑，裸感、顺滑、速干、具有凉感。腰部可自行调节支撑力度，适用于高中低强度的运动，以及日常休闲穿着。

THEME THREE : “EMBRACE THE EMOTIONS ”

THEME POSITIONIN The theme design development was largely inspired by WGSN's annual Future Consumer White Paper, which takes a look at both macroeconomic and social drivers, thus providing insight into what consumers want and how their spending power will evolve.

With the context of today's post-epidemic era in mind, I grabbed from WGSN Insight with the Four major consumer emotions closely linked to lululemon's target consumer market: fear, de-synchronized society, appropriate Resilience and Positive Optimism. These four global behavioural drivers will continue to influence the way consumers think and create three consumer portrait groups: the stabilisers, the resilient and the optimistic. The Delineators and the New Optimists.

Accordingly, in this theme, I will design and develop three collections for each of these three mood-oriented consumer groups. From the perspectives of "not being afraid of emotions," "living in peace with emotions," and "embracing emotions," we will enhance the interpersonal skills of Spring 2021 products. Interactive properties that provide healing benefits while encouraging consumers to brave the future and meet all challenges.

2021 —— “Emotionally Guided Consumption in the Internet Age” 5G networks will be deployed on a massive scale in developing countries, and 75% of the world's population will be able to access the Internet Total world population 30

Connected devices worldwide 29 billion

20 10 0

9.6 billion

Ericsson's 2019 and 2020 IoT forecast

As Internet speeds increase, so does the rate of digital emotional contagion. People are influenced by the emotions of others around them, and in the digital age, these emotions can spread rapidly around the globe.

INSPIRATION

Our annual Future Consumer White Paper analyzes macroeconomic and social drivers to gain insight into how consumer demand and spending power will evolve. This study focuses on the analysis of key emotional factors that influence consumer mindsets. WGSN relies on unique demographic analysis (who your consumers belong to) and psychological research (why they buy) to identify three major consumer groups. They will drive product sales and human interaction in 2021. And this themed collection is designed with that in mind.

Translated with www.DeepL.com/ Translator (free version)

CONSUMER PORTRAIT Face adversity

Technological advances

Browse daily news hotspots

The situation has improved

Ecological anxiety, Financial turmoil, Emotional contagion

Ability to successfully cope, absorb, recover and adapt

Unprecedented convenience

Strengthening resilience as a core theme

De-synchronization society

Transcend negative emotions Bringing great joy

New optimism

Global Flood of Fear

新乐观主义者

稳定者

划清界限者

表现

隐匿

表现

隐匿

表现

隐匿

感性

理性

感性

理性

感性

理性

品质

潮流

品质

潮流

品质

潮流

性能

外观

性能

外观

性能

外观

PRODUCT CONSTRUCTURE

SERIES DESCRIPTION SERIES ONE : “ EMOTHINS CAUGTH IN THE NET ” FOCUS ON STABILIZERS

CORE CONCEPTS

Stabilizers prioritize stability

• The sustainable and environmentally

in all aspects of life, and in

friendly ﬁshing net elements from the

doing so, combat de-syn-

ocean are redesigned into a breathable

chronization and cope with

and stylish mesh structure.

chronic uncertainty. They

• Styles of blouses and skirts from lead-

desire a streamlined retail

ing brands such as Carbon38 and

experience, a comfortable

Alo-Yoga.

business model and a reliable

• "Multi-dressing" and "multi-scene

relationship with the brand.

transformation"

KEY DESIGN ELEMENTS

SERIES TWO : “ GENTLE HEALING ” FOCUS ON DELINEATORS Delineators are keen to redeﬁne the global 'scramble to work' cycle. They want to be rooted in the communities in which they operate, but they don't want stareticulated structure

bility in their careers. They are carving out a new era of localism. CORE CONCEPTS

SERIES THREE: “ THE SPLENDOR OF OF COLORED MRTALS ”

In 2021, create relaxing touches and products

Younger generations have experienced the

• metallic color

ing the weight of growing

negative eﬀects of visual stereotypes ﬁrsthand

• Skeleton design

• low-saturated healing rainbow colors

fears and anxieties and have

and are committed to ﬁghting for visual equali-

• Youthful and energetic

• Materials thatenhance visual and tactile comfort

a strong desire to embrace

ty for all. In a culture of cash-obsessed youth,

• relaxed ﬁt

joy as a courageous choice in

the collection will feature bold, metallic leather

• Home, home and work all in one

the face of uncertainty.

materials that convey the brave women who embrace the world!

In 2021, create

KEY DESIGN ELEMENTS & DETAILS

The new optimists are bear-

relaxing touches

KEY DESIGN ELEMENTS

and products de signed to relieve

CORE CONCEPTS

stress and anxi

FOCUS ON STABILIZERS

ety.

designed to relieve stress and anxiety.

SERIES ONE : “ EMOTHINS CAUGTH IN THE NET ”

INSPIRATION/CORE ELEMENT # elevatedbasics #

# sustainableism #

• The sustainable and environmentally friendly ﬁshing net

FABRIC/PATTERN/COLOR PLANT-BASED LEATHER Plant-based leather substitutes are now a main-

elements from the ocean are redesigned into a breathable

stream material in the fashion industry, and this

and stylish mesh structure.

collection attempts to incorporate this new fabric

• Styles of blouses and skirts from leading brands such as

into its designs.

Carbon38 and Alo-Yoga. • "Multi-dressing" and "multi-scene transformation"

MATTE VELVET • Matte velvet creates a sophisticated look for fashion and is important as a basic new fabric for the transition to spring/summer collections. • From matte fine satin to embossed velvet, find the right fabric for your product application. Bring a subtle sheen to your home yoga workout to create a soft warmth with upholstery, curtains and carpets. • Focus on the sheen of the fibers by using solid colored base fabrics.

SERIES ONE : LOOK - 1 draft design

The Expedition Crop Top is the versatile, light coverage top . Wear it as a beach coverup, workout warm-up, or over your favorite bralette for your next happy hour, this sheer pullover offers an easy fit with a cropped length and thumbholes at the cuffs for a secure feel.

》woven mesh structure 》Perfect Cover 》See-through. Sexy.

Low slit Fabric Details： Shell: 96% Nylon Shell: 4% Spandex Contrast: 96% Polyester Contrast: 4% Spandex

The Expedition Skirt offers lightweight coverage whether you're lounging poolside or hitting the beach. Featuring a thick drawstring waistband and a high side slit for easy movement.

》Low equal strength support 》Triangle Cover 》3/4 Wrap

》Contains bubble gauze texture. 》Hips are well covered 》High waist design

SERIES ONE : LOOK - 2

Luxtreme™ Lycra® Extensions Provides good coverage for yoga and fitness Removable chest pads with pockets Low strength support for A/B cups

a crew neck Raw hem and sleeves

Layer it over a longline bra or pair it with an extreme high waist. Fabric Details：

logo on the back side

extreme crop silhouette

Shell: 86% Polyester Shell: 14% Spandex Contrast: 95% Cotton Contrast: 5% Spandex

》Contains bubble gauze texture. 》Hips are well covered 》High waist design

For a twist on the traditional coverup, the Poolside Short from Blanc Noir features an easy fit with a wide drawstring waistband and a lightweight mesh fabrication.

SERIES ONE : LOOK - 2

》the brand's signature ribbed

False two-piece hood design

OTHER OPTION

flattering crossover waist that accentuates your silhouette

high rise • Luxtreme™ Lycra® • Lace-up back design • Removable chest pads with pockets • Low strength support for A/B cups • Training Scenarios

reinforced waistband Durable enough for a high-intensity workout these shorts also multitask as stylish bottoms to pair with a tee and sneakers for your warm-weather

SERIES TWO : “ GENTLE HEALING ”

INSPIRATION

FABRIC

In the post-epidemic era of accelerated development,

Based on the lulu fabric family, cashmere fabric with a gentle touch has

the main colors of the collection are low-saturated

a healing eﬀect. It also has a high content of silver ions that make the

healing rainbow colors, and materials that resemble

fabric bactericidal and protective.

the human form are used to enhance visual and tactile comfort, which will give the products a tactile feel and create a sense of intimacy with consumers.

COLOR//PATTERN

SOFT FABRIC cashmere fabric with a gentle touch has a healing eﬀect.

HIGH SILVER CONTENT EMF Protection BlocSilver's fabric, with its extremely high silver content, has a 99.9 percent antibacterial with its extremely high silver content. This antimicrobial fabric remains soft, lightweight and breathable, and can be used in sportswear and home furnishings.

SERIES TWO : LOOK - 1

》LONG SPORTS BRAS Soft, micro French terry with a vintage wash 4-Way stretch for a move-with-you feel

》WASHED UNWIND SWEATPANT

• High collar design • One-piece construc tion/no side seams Reduced friction Short length for high-waisted bottoms

Open side pockets & cargo pockets

Easy, elastic waistband

Jogging trousers Made of functional fabric that wicks away sweat well and allows you to be comfortable on different occasions

》DOUBLE TAKE PULLOVER Amp up your to-and-from with the forward Double Take Pullover, a cropped, comfy, French terry sweatshirt . Make it pop with leggings, shorts or lounge.

• On-trend cropped silhouette • Raglan sleeve detail • Raw edge hem • Every day studio-to-street pullover

SERIES TWO : LOOK - 2

ballet-inspired neckline

》BARRE LONG SLEEVE

Y-Cut

Wear it over an bra and tie it in the front or back.

Tie detail at waist 》BARRE LONG SLEEVE

Cropped body

• Fewer seams • Removable cups • Provides light support for B/C cups • Yoga Scene

• Drawstring design

• Everlux™ Lycra®

• Front side pocket

• Stretches comfortably and stays in place

• Mid-waist design

• Hidden waist pocket • High waist design • Hugs fit. • Hip and leg structure line design

Cozy extralong sleeves

knitted fabric

• Straight tube OTHER OPTION

• Casual scenes Full-on™ Luxtreme

SERIES TWO : LOOK - 3

Front side pocket with Full-on™

internal

Luxtreme

card pocket

Lycra®

• Drawstring design Adjust able tightness Soft, micro French terry with a vintage wash 4-Way stretch for a move-with-you feel

front side ventilation holes

Wide shoulder straps and

• Mid-waist design • straight tube • Casual scenes

SERIES TWO : LOOK - 4

Cut from cashmere-soft Alolux knit fabric with a vintage,

》STADIUM HALF ZIP • Everlux™ Lycra®

Half-zip closure

• On-trend cropped silhouette

Zip pockets

• Elevated seaming

An elastic waist and cuffs create fullness

For a full-body siuper-soft set , pair it with the Soho Pullover or any Alolux top.

Feathery Raw Umber Cashmere Knit

OTHER OPTION

TUMMY FLATTENING BOOTY LIFTING

Drawcord waistband 》DAZE SHORT • Relaxed fit • Cashmere-like, breathable Alolux • Small side slits & front porkchop pockets

SMOOTHS EVERYTHING PULLS IN THIGHS OUTER-THUGH SEAMLESS SCULPTING

SERIES THREE: “ THE SPLENDOR OF OF COLORED MRTALS

INSPIRATION

FABRIC

Younger generations have experienced the negative effects of visual stereotypes firsthand and are com-

Based on the lulu fabric family, cashmere fabric with a gentle touch has

mitted to fighting for visual equality for all. In a

a healing eﬀect. IT has a strong desire to embrace joy as a courageous

culture of cash-obsessed youth, the collection will

choice in the face of uncertainty

feature bold, metallic leather materials that convey the brave women who embrace the world!

METALLIC LEATHER Metallic leather materials that convey the brave

COLOR//PATTERN

women who embrace the world

HIGH SILVER CONTENT Silver Glossy Elastic Leatherette Fabric

THREADED KNITTED FABRIC

SERIES THREE : LOOK - 1

》LONG SLEEVE TOPS

• A cutout at the chest

• Cotton blended fabric, breath able and comfortable, soft and skin-friendly

OTHER OPTION

• Add lycra@ Spandex, stretch comfortably, not easy to deform. • Tie the belt around your waist and tie it on your back, • Adjust the length of elasticity and waist as needed

》ARCHER 》ARCHER • Asymmetrical cutout and strap • High-cut legs with thong bottom • Snap button closure • Designed for a seam less look

• a cutout at the chest • Designed for a seamless look, this soft and sleek one-piece is made with a snap closure at the thong-style bottom for easy on and off.

Threaded Knitted Fabric

SERIES THREE : LOOK - 2

• A lightweight zip-up • A high neckline • A shiny print appli que along the sleeves

Glossy Holographic PVC - Navy

Silver Glossy Elastic Leatherette Fabric

Nulux™ Lycra® • Iconic waist three-pocket design Leatherlook Glossy Holographic Red | Carnival fabrics

• Convenient to store sports n ecessities

Continuous drawstring fastening Not easy to lose when washing Mid-waist design

• Side pockets. • A high tension performance fabrication

SERIES THREE : LOOK - 3

》FULL-LENGTH LEGGING

》THE WRAP KNIT BODYSUIT • Tight fit

• High rise • With seamless construction using recycled yarn for second-skin fit and feel.

• Snap buttons for closure

Logo at the back

• Second-skin fit • High rise • High-stretch fabrication • Perforated design throughout for major breathability

• Open hole structure • Featuring laser-cut holes that add bold visual impact and major air flow

Fabric texture Close-up of soft cotton cloth

SERIES THREE : LOOK - 4

• Delicate lace-up front light support

Crossed straps along the back

• Skinny straps that cross at the back

Made from the brand’s signature soft ribbed

OTHER OPTION

Crossed straps along the front

fabric, this bold top makes a statement all on its own.

Front side safety pocket to store your phone and reduce shaking OTHER OPTION

• Nulux™ Lycra® • No zipper pocket at the waist • High waist design • Functional structural lines on the hip and leg side

Metallic fabrics