Lub hnab ntim khoom siv rov siv tau uas raug nqi tsawg dua li ib duas las los ua khoom siv hauv gyms thiab khw muag khoom noj thoob plaws North America.
… Qee tus neeg muag khoom thiab ob peb tus kws sau ntawv zam xav li ntawd.
Lululemon pib xa cov hnab no ntawm lawv lub khw hauv Vancouver nyob ib ncig ntawm 2003 lossis 2004. Lub xyoo yog nyob ntawm seb koj nug. Cov neeg siv khoom tau txais ib qho pub dawb nrog kev yuav khoom. Lub tuam txhab tsis ua ib qho loj txog nws. Tsis muaj xov xwm tshaj tawm lossis ib yam dab tsi li ntawd. Lub hnab nyuam qhuav pib tshwm.
Rachel Simmons tau ua haujlwm ntawm qhov chaw Lululemon hauv Calgary los ntawm 2007 txog 2011. Nws tau hais qee yam thaum sib tham ntawm lub rooj sib tham muag khoom hauv Toronto lub caij nplooj zeeg kawg:
"Tib neeg yuav tuaj thiab yuav $ 12 headband tsuas yog kom tau lub hnab. Peb txhua tus paub nws. Kev tswj hwm paub nws. Tsis muaj leej twg tham txog nws raws li lub tswv yim tab sis nws pom tseeb ua haujlwm. Kuv muaj cov neeg tsis tu ncua uas khaws lawv." Rachel Simmons
Kev tsim kho yog qhov yooj yim. Laminated polypropylene, tsis yog cov khoom siv rov ua dua tshiab. Cov tes tuav txuas nrog cov cua sov sealing thiab qee qhov stitching ntawm cov ntsiab lus kev ntxhov siab thiab muaj ib daim duab los qhia hauv qab kom nws sawv. Kev kwv yees kev lag luam muab cov nqi tsim khoom ib qhov chaw nruab nrab60i90 uaib chav. Lululemon yeej tsis tau lees paub tus lej.
Lub hnab ntsuas ib ncig ntawm 14 txog 16 ntiv tes. Lub yoga lev haum rau hauv yog tias koj dov nws nruj thiab tig nws. Qhov no zoo li txhob txwm tab sis lub tuam txhab tsis tau hais tawm rau pej xeem.
Lub Khw Muag Khoom
Ib tug txiv leej tub hauv Portland npe hu ua Derek Huang tau yees duab lub hnab Lululemon txij li xyoo 2019. Nws tshaj tawm rau Instagram. Lub sijhawm dhau los ib tus neeg tau kuaj xyuas nws tau sau ib yam dab tsi zoo li 280 tus qauv sib txawv, suav nrog kev tshaj tawm raws caij nyoog thiab cov khoom tshwj xeeb hauv cheeb tsam thiab cov uas muaj cov lus qhia ntawm lawv. Nws tus account muaj nyob ib ncig ntawm 4,000 followers uas tsis loj tab sis cov lus hais tau nquag nquag thaum twg nws tshaj tawm ib qho tsis tshua muaj.
Qee lub hnab qub muag tau nyiaj tiag tam sim no. Ib tug liab los ntawm 2006 nrog "Leej twg yog John Galt?" luam rau nws mus rau$38ntawm eBay thaum Lub Ib Hlis. Lwm muag rau$52ib hlis tom qab. Cov hnab no tau pub dawb.
Lub lag luam thib ob muaj tab sis cov neeg feem coob tsuas yog siv lawv li kom txog thaum lawv poob.
Leej Twg Nqa Lawv
Lauren Park tswj cov khoom muag rau cov khw muag khoom activewear hauv Austin. Tsis yog Lululemon. Ib tus neeg sib tw. Nws tau suav tsis raug ntawm nws lub gym ntau tshaj peb lub lis piam thaum ntxov 2024. Tawm ntawm kwv yees li 200 tus neeg nws pom nyob rau hauv chav tsev locker, qhov chaw nruab nrab ntawm 60 txog 70 tau nqa hnab tote ntawm qee yam. Kwv yees li ib feem peb ntawm cov no yog Lululemon. Cov tub luam Joe lub hnab tuaj thib ob. Tom qab ntawd ib qho kev sib xyaw ntawm random lub rooj sib tham swag thiab canvas totes los ntawm cov khw muag khoom.
Park tau hais tias nws tus kheej lub tuam txhab tau sim pib qhov kev pab cuam lub hnab dawb zoo sib xws hauv 2022. Nws tsis tau tawm mus. Cov hnab ntim tau xaus rau hauv cov thawv ntim khoom tsis pub dhau rau lub hlis.
"Peb saib yuav luag zoo ib yam. Tib qhov loj me. Cov khoom zoo dua. Tab sis tsis muaj leej twg xav tau. Los yog lawv coj lawv thiab tsis siv lawv. Kuv tseem tsis nkag siab tias yog vim li cas." Lauren Park
Lub hnab Lululemon muaj teeb meem. Lub laminated nto tawg raws kab kab. Cov leeg tuaj yeem rips yog tias koj overload lawv. Kev luam ntawv hnav tawm. Feem ntau lub hnab zoo li ntxhib tom qab ib xyoos lossis ob xyoos ntawm kev siv tsis tu ncua.
Lub tuam txhab tseem tsim cov qauv tshiab, plaub lossis tsib zaug hauv ib xyoos yam tsawg kawg nkaus, qee zaum ntau dua. Qhov no tej zaum yuav pab tau txij li cov neeg hloov lub hnab hnav nrog cov tshiab.
The Marketing Math
Lululemon siv txog2%ntawm cov nyiaj tau los ntawm kev lag luam hauv xyoo 2023. Lub tuam txhab tau tshaj tawm txog $ 8.1 billion tag nrho rau xyoo ntawd. Nike siv sijhawm ze dua10%. Cov hnab tote tsis tshwm sim hauv kev lag luam pob nyiaj siv. Lawv tau categorized li ntim khoom lossis muag khoom lossis ib yam dab tsi. Tab sis lawv ua haujlwm raws li kev tshaj tawm. Txhua tus neeg nqa ib qho los ntawm tshav dav hlau yog taug kev ad uas raug nqi rau lub tuam txhab yuav luag tsis muaj dab tsi.
Lub Atlantic tau khiav ib qho hauv 2022 hu rau lawv "taug kev cov ntawv tshaj tawm rau kev noj qab haus huv" lossis qee yam ze rau qhov ntawd. Qhov kev thuam tsis yog qhov tseeb. Lub hnab ua kev tshaj tawm. Qhov ntawd yog ib feem ntawm vim li cas lawv ua haujlwm.
Kev faib tawm tseem ceeb ntawm no. Cov hnab tsuas yog los ntawm lub khw muag khoom lub cev xwb. Lululemon tsis muag lawv online thiab koj tsis tuaj yeem yuav ib qho cais. Koj yuav tsum ua tus neeg yuav khoom thiab tom qab ntawd koj tau txais ib lub hnab. Feem ntau cov khw muag khoom yuav tshem tawm qhov kev sib txhuam zoo li no. Lululemon tsis tau.
Ib lub khw hauv Manhattan sim txwv cov hnab kom yuav ntau dua $ 75 thaum hnub so 2023. Cov neeg siv khoom yws. Lub khw tau thim txoj cai hauv ob peb lub lis piam. Cov ntsiab lus tau los ntawm ib tus neeg ua haujlwm nyob ntawd uas thov kom tsis txhob muaj npe.
Cov hnab pheej nthuav tawm txhua qhov chaw. Koj pom lawv ntawm Whole Foods, ntawm subway, hauv tsev qiv ntawv qib siab. Txhua tus sawv cev rau kev yuav khoom ntawm qee lub sijhawm. Txhua tus muab lub logo rau pem hauv ntej ntawm ntau tus neeg tsis muaj nqi rau lub tuam txhab dab tsi ntxiv.
Lululemon lub chaw haujlwm xovxwm tsis teb rau cov lus nug txog lub hnab ntim khoom lossis kev tshawb fawb sab hauv ntawm lawv cov txiaj ntsig.
Seb lub caij kab lis kev cai kav ntev npaum li cas nyuaj hais. Lub hnab tau nyob ib ncig ntawm nees nkaum xyoo lawm. Lawv tuaj yeem nyob twj ywm rau lwm nees nkaum lossis lawv tuaj yeem ua hnub tim thaum qhov kev ncaws pob ploj mus. Tsis muaj leej twg paub tiag. Tab sis tus nqi tsim khoom nyob qis dua ib duas thiab qhov pom tau nyob ntawd, yog li qhov kev zov me nyuam tej zaum yuav tsis mus qhov twg sai sai.
