According to NOWRE news, Lululemon has recently undergone personnel transfers, appointing Simon Atkins as senior vice president of footwear, and Phil Dickinson as senior vice president and global creative director.
Related to this, in early March, Lululemon officially announced its entry into the footwear market, and will soon launch several products such as Blissfeel women’s running shoes, Chargefeel women’s sports shoes, Strongfeel women’s training shoes, and Restfeel slippers. These products will be sold in offline stores and e-commerce channels, and the price will remain around 1,000 yuan. Lululemon also said that it will launch a series of men’s shoes in 2023.
In fact, from a global perspective, the sportswear market is indeed growing, and Lululemon’s new attempt must be a decision made after researching the market prospects. According to iiMedia Research Consulting market monitoring data, it is estimated that by 2025, the global sportswear market revenue will reach 207.79 billion US dollars, an increase of 10.41% compared with 2020. At the same time, the vast sports shoes and apparel market has the possibility of increasing prices while increasing. After all, the consumption level of related customer groups is improving, and the segments of the shoe and apparel market are also increasing with the continuous refinement of functions.
While some people are in need of basketball shoes, others are also looking for the right jogging shoes, yoga shoes, hiking shoes, golf shoes or even just more comfortable commuter shoes. Demand has created a vast market, which is a good opportunity for new brands eager to enter the market.
Therefore, although the dominance of leading brands such as Nike and adidas in the footwear market may not be shaken in a short period of time, Lululemon is still eager to try in the segment. The new products launched this time continue to emphasize that they are born for her, and it is further pointed out that compared with the research and development of men’s shoes, the research and development of women’s shoes is much less concerned. In contrast, Lululemon, which constantly adjusts its products based on data on millions of women’s feet, fills the void.Under this positioning, Lululemon, which focuses on women, may really be able to seize the minds of users in the footwear segment and dominate the category like yoga pants.