Lululemon's new vest has a fantastic linkage with the Spring Festival Gala sketch 24 years ago.
Lululemon and Aunt Baiyun collided with each other, making people believe more and more that fashion is a reincarnation.
Not only that, Lululemon's most dazzling country-style products seem to have a lot more. Whether it's a slightly old-fashioned Wunder Puff down jacket, a Huluwa-style Evergreen color-block trench coat, an Insulated men's vest suitable for Uncle Kurotsuchi; Or for the Chinese Spring Festival, the big flower leggings and big red yoga clothes launched seem to have a lot of thunder.
Pan Ge found that the reason why Lululemon repeatedly overturned in design seems to be because its growth has fallen into a bottleneck and needs to break the circle of development; Non-yoga clothing products, men's wear products and the Chinese market seem to be the three directions for its breakthrough.
However, Lululemon's designers do not seem to adapt to the direction adjustment, so they have developed nondescript clothing products. And Lululemon, who chooses to break through, will also need time to test whether it can successfully break the circle in the future.
Song Dandan was probably stunned
Recently, in the Lululemon store, a men's vest priced at 1280 yuan collided with Aunt Baiyun, played by Song Dandan, in the Spring Festival Gala sketch "Yesterday, Today, Tomorrow".
Pan Ge looked at the comparison chart and found that the two vests were surprisingly similar in style, fit, style, and color. Some netizens said: "It can't be said to be very similar, it can only be said that it is almost exactly the same." ”
What is even more surprising is that on Lululemon's official website, the model of this men's vest, in the posing, seems to imitate Aunt Baiyun.
In the official promotional picture, in addition to the same vest, the same white hat, the same red cotton suit, and even the same unruly standing posture, all make Pan Ge think that the Lululemon model is simply a high-imitation version of Aunt Baiyun.
There is a similar feeling, of course, not only Pan Ge, after Lululemon collided with Aunt Baiyun, netizens exclaimed incredulous, and started the whole competition.
For example, some netizens said: "This vest should be a Lululemon joint model, called Lululemon X Dandan Song." Another netizen said: "The end of fashion is the northeast, and the end of fashion is Tieling." Some netizens said: "Lululemon, this men's vest, is too in line with the atmosphere of the New Year, quickly wear it and go home, and go with the aunts in the village." ”
At the same time, some netizens have dreamily linked this Lululemon men's vest with the Spring Festival Gala sketch of that year. Some netizens said: "Wearing this body, Wu Laoer next door saw it, and he was trembling. Another netizen said: "You put on a vest, I also know you." "You take off your vest, I still know you."
On the other side, some netizens came to the Lululemon store, put on the same vest of Aunt Baiyun, and came to a cosplay in the fitting room.
With just a men's vest, Lululemon summoned countless netizens to the store, and handsome men and beautiful women turned into comedians, changing their postures in front of the fitting mirror, dreaming back to the Spring Festival Gala stage 24 years ago.
In this regard, some netizens said in the comment area: "It's not as cool as Aunt Baiyun." Another netizen said: "It's especially like my uncle who has nothing to do, sitting cross-legged on the kang smoking and drinking two pots." ”
Not only white clouds, but also black soil
The netizens who were Amway by Baiyun's aunt Amway came to the Lululemon store, not only had a Spring Festival Gala, but also opened the renaissance of the fashion circle. However, some netizens, after buying Lululemon clothing, were a little depressed by its strong rustic design.
For example, some netizens spent 2,580 yuan to buy a Lululemon Wunder Puff women's down jacket, and they felt old-fashioned after the upper body, and their hearts were very unhappy.
In this regard, some netizens in the comment area said: "Wearing this dress, I look like my grandmother." Another netizen said: "Heather color is roasted brown, this color my mother feels old." ”
At the same time, some netizens tried on Lululemon's new Evergreen color-blocking trench coat priced at 1180 yuan, and said: "It feels too ugly to wear, a bit like a gourd baby." Another netizen said: "Don't buy Evergreen, secretly know that this is the one that clerks often joke about." ”
Pan Ge found that in Lululemon's new clothing, the 1280 yuan Indirect men's vest, regardless of style or color, is similar to Aunt Baiyun's painting style, which is more suitable for his wife Uncle Kurodu.
The Lululemon Switch Over men's flight jacket, priced at 1680 yuan, reminds Pan Ge of the gangster "Boss Cotton" from northeast China in the movie "Yellow Sea".
In addition to the above products, Lululemon also has some new clothing, designed to celebrate the Chinese New Year, but seems to mistakenly understand "Spring Festival" as "Village Festival".
For example, its new Align women's leggings are too flowery because the pattern is too flowery, like the traditional floral cotton pants in the northeast countryside, thus dissuading many fashionable girls.
In this regard, some netizens said: "It's very similar to the floral cotton pants worn by my grandmother." Another netizen said: "A shareholder of northern country style, after wearing it, you can directly participate in "Country Love". ”
However, there are also brave netizens who match Lululemon's large-flower tights with its newly launched large-flower cotton jacket, fearless of others' eyes, and wear it out of the effect of "two-person turning" actors.
At the same time, the red T-shirt and red tights launched by Lululemon were also complained by many netizens because they were too similar to the red autumn clothes and red autumn pants worn by many people in the natal year.
In this regard, some netizens said: "It's like running out directly in red autumn pants, which is a little embarrassing." Another netizen said: "Wearing a full set of red robes, the taste of the year, the return rate will definitely explode, as long as I am not embarrassed, it is someone else who is embarrassed." ”
Multi-point breakout, Lululemon too hard?
For the fashion trendy Lululemon, why suddenly played the country style, Pan Ge consulted the customer service of Lululemon Jingdong flagship store, and the other party said: "The design is indeed similar, but why the design is like this is not very clear." ”
After inquiring about the relevant information, Pan Ge believed that the reason why Lululemon's design is full of the most dazzling rural style seems to stem from the fact that he chose to break through in three directions in order to break the circle of the brand, but they all used too much force.
The first direction is Lululemon's breakthrough on the product matrix.
Pange found that Lululemon's financial report for the third quarter of 2022 showed that its global inventory had reached 1.7 billion pieces, a year-on-year increase of 80%; At the same time, its fourth quarter 2022 performance forecast also shows that Lululemon's gross margin will decline by 90 to 110 basis points.
In order to maintain growth and maintain its own profits, Lululemon today seems to be no longer satisfied with the niche business of yoga clothing, and down jackets, sweatshirts and even products such as headwear and scarves have also become its sales commodities.
However, these categories other than yoga clothing may make Lululemon's designers feel a little uncomfortable, and cotton clothing, down jackets, vests and other products have become the hardest hit area.
The second direction is Lululemon's expansion of the user base.
Since its inception, Lululemon's main sales group has always been young women. Its financial report for the third quarter of 2022 shows that Lululemon's male business revenue accounted for only 23.73%, less than a quarter.
Therefore, expanding the male user group has become another point of strength. Taking the Chinese market as an example, the financial report shows that in 2021, its men's wear business in the Chinese market will grow by 61%; The growth rate of the women's wear business is only 37%.
However, perhaps it is Lululemon designers who are accustomed to women's clothing design, so they have repeatedly overturned in men's design, and Aunt Baiyun's same vest, "Boss Cotton" the same cotton clothes, etc., are all ridiculous.
The third direction is Lululemon's emphasis on the Chinese market.
In recent years, in Lululemon's global layout, the performance of the Chinese market is very eye-catching. According to the financial report, Lululemon's revenue in the Chinese market has a three-year compound growth rate of nearly 70%.
At the same time, the financial report also shows that in 2021, Lululemon opened 53 new stores worldwide, including 31 new stores in the Chinese market; In the first half of fiscal 2022, 10 of the 26 new stores opened worldwide were located in China.
The outstanding performance has made Lululemon pay more and more attention to Chinese users. However, perhaps because of the lack of understanding of Chinese culture, Lululemon's clothing for Chinese users has repeatedly made jokes, and the big red yoga suit is the best example.
In this way, Lululemon, who wants to break through, seems to be a little too strong in the design of the clothing that breaks the circle. Can Lululemon, which sells well in yoga clothes, achieve breakthrough by relying on diversified products, male users, and the Chinese market? The answer is left to time to test.