Yoga Clothing Manufacturer Lululemon CEO: Brand Prospects Are Very Optimistic.

　　 Yoga suit Lululemon sales growth of manufacturers has begun to pick up, CEOLaurentPotdevin said. brand The prospects for development are very optimistic.

About reform

In 2013, Lululemon complained that the yoga pants were too spanparent, recalled thousands of yoga pants and lost millions of dollars, and the share price was also plunged into diving. In this storm, it was the former CEOChristineDay who left the brand. Then the brand founder ChipWilson was forced to resign as chairman of the board because of the allegations of discrimination against the female body. (see the related report in detail: "the controversial character ChipWilson says goodbye to the Lululemon he founded").

About competition

It is reported that Lululemon's performance improved thanks to people's leisure. Sportswear The enthusiasm has been greatly increased, but at the same time, a lot of fashion brands such as Victoria, sSecret, Gap and H&M have begun to focus on the field of leisure sports, hoping to get a share in this hot market.

When it comes to these powerful competitors, LaurentPotdevin emphasizes that Lululemon is a functional fashion brand, which is the biggest difference from other lifestyle brands. In addition, the brand of men's clothing market is very open, and the future may develop more categories.

To this end, LaurentPotdevin has set a grand development goal: by 2020, sales will be doubled to 4 billion US dollars, with emphasis on the innovation of swimsuits and men's clothing, and the establishment of North American stores and online businesses. At present, Lululemon has about 400 stores in the United States, Europe, Asia, Australia and other regions. The company hopes that the proportion of sales outside the United States will reach 20%~25% by 2020.

On policy environment

In addition, LaurentPotdevin is not worried that the US presidential candidate DonaldTrump may withdraw certain trade terms. He said that Lululemon's trading partners are not limited to specific countries, and have business in Sri Lanka, Bangladesh, Kampuchea, Vietnam and Peru.

In January 2014, when LaurentPotdevin became CEO, he began the brand reform.

First of all, restart the online shopping mall.

In addition, each brand clothing carries an electronic tag, which is convenient for stock tracking. On the other hand, consumers can query whether a garment is available in a particular store through app.

The fabric of yoga pants has also been innovates. More consideration is given to the comfort and fitness of consumers.

LaurentPotdevin believes that this is a typical example of brand innovation. Another innovation is the special windshield and rain proof jacket introduced by Lululemon, which is made of a whole piece of fabric to sew up to the maximum extent and reduce the wind and rain better.

When entering the board of directors, LaurentPotdevin is most concerned about the loyalty of the brand fans. The focus is on quality, so Lululemon invested heavily in the establishment of offices and quality departments in Hongkong. Lululemon has 1500 Brand Ambassadors worldwide. They are iron three players, yoga, long-distance runners and so on. They provide local people with feedback on their dress.