Special interviews
Written by: Kuang Yueting
2021-03-08 07:35
The last update date: 2021-03-08 07:35
A pair of sports pants is more than one thousand yuan?
The Canadian sportswear brand Lululemon is well known for its high prices, and it has been described as the "Apple of sportswear."
Keen Yim, Vice President of Asia Pacific and Community, pointed out that the company did not deliberately set products at high prices, but wanted to provide products to consumers who pursue quality.
He clearly stated that the company spends a lot of time on product research and development, and will fine-tune products based on user opinions.
Lululemon has its R&D center Whitespace in Vancouver, Canada, which has 3D printers, laser cutting machines, fuse machines, treadmills, stationary bicycles, thermal cameras and other equipment. There are as many as 50 team members developing new fabrics here, and Test the "body feeling" of people doing exercise while putting on the product.
Keen Yim said frankly that many companies in the industry don't know how to dispense materials. They tend to switch colors, have basic cuts, and functions. However, the company hopes to tune out the appropriate fabrics to turn sports pants into leisurely style clothing.
"Because of the quantity, a lot of sports brands will pink it and shrink it for men's clothing (turn it to pink and reduce the size), and reduce the size by 20%. The next color will be regarded as women's clothing, but I want After a long period of research, the waist is tied, and the length and width are fixed."
He continued that the company will use exclusive fabrics, and will design products based on the proportions of the populations in different places, so that customers can "repair legs and belly" when wearing the products, and the products also pay more attention to details, such as reducing the number of cars. Reduce the amount of friction; when sewing pants, add a piece of fabric in the middle to prevent women from revealing the shape of their private parts when wearing them.
Under the epidemic, many companies allow employees to work from home, and people's dressing habits have also changed.
Keen Yim said that the culture of many companies is slowly changing. People wear "more and more casual" when they go to work and pay more attention to comfort. Therefore, the company has introduced casual clothes that can be worn for shopping, and some customers will also wear it to work. , Became the Dress Code (clothing requirements) for office workers, which also drove the company's business.
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