Sportswear manufacturers and quietly set off a war on sports underwear. Indeed, if you want to accurately cut into the women's sports market, sports underwear is a strong correlation with the breakdown of the field. In fact, several international big names have been deployed in the field, but because of the differences in brand tone show the difference in the focus.
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Compared to Nike and Adidas, do tight-fitting sportswear started Under Armor apparently sports underwear more experience, but this bad American brand in the sports underwear on the issue to eat a lawsuit. Canada's famous yoga brand Lululemon filed a lawsuit against the Delaware court earlier this month to sue Under Armor's four sports lingerie to copy Lululemon's Energy Bra's double-crossed strap design.
Energy Bra is a product launched by Lululemon in 2011 and patented the appearance and design of the product in 2014. Although Lululemon will also replace Energy Bra, but double cross strap design has been the most recognizable part of the product, Lululemon side that Under Armor related product design is easy to cause confusion in the market, so Lululemon brand reputation damage The
Because Lululemon has been taking the high-end line, so the price does not have the advantage. Energy Bra is priced at more than $ 50, while Under Armor's Eclipse and Shape series sports underwear is priced at $ 20 to $ 40. So, in the case of similar appearance, Under Armor compared to Lululemon will show a relatively large price advantage, for the development of Lululemon new users should have some adverse effects.
In recent years, the outbreak of the female sports market so that Lululemon have the opportunity and Nike, Under Armor these big brands a showdown. Especially in the North American market, who dare not ignore the yoga brand. In the early years, no one would associate Lululemon with sports brands, because female yoga was a niche market.
However, when Lululemon gradually extended to the category of running, sports and even riding and other areas of time, the power of women's sports consumers to show up. It can be said, with a large number of female fans Lululemon still occupy some market advantage, especially for those high-end audience. In May this year, Lululemon launched the price of nearly $ 100 high-end sports underwear Enlite, access to a good market response, which also highlights the women's sporting goods market is still huge potential.
Sports Lingerie War is about to start the brand how to accurately cut into the women's sports market
The traditional sports brand will focus more on the breadth of the product category and user level will be included in the maximum. Under Armor also very early in the female consumer groups have action. In 2014, Under Armor signed the world famous model Gisele Bundchen, in promoting the concept of women's health at the same time, to encourage more women to join the fitness, sports, and sports underwear is an important product breakthrough.
Although the major sports brands in North America in recent years have suffered a different degree of performance crisis, but the female market has not yet the trend of the past, which is the major brands must firmly grasp the "straw". And sports lingerie has become a popular goods, the competition between the brands are more and more intense, from the Lululemon sue Under Armor plagiarism events can also see some clues. Although Lululemon in the field with first-mover advantage, but with the gradual liberalization of the market, some relatively low-end products will naturally let Lululemon feel the pressure.
Under Armor in a few months ago signed a new female spokesperson Chang Ze Yamei, the intention is obvious. And the company's performance in the last quarter to create the worst record since the listing, if the sports underwear in this important sub-areas of the flaws, for Under Armor this year's performance impact is naturally self-evident. In any case, the female market must be strongly maintained, especially for the millennial generation, this is a very large market.
Where Lululemon and Under Armor's lawsuit has not yet settled, Nike here also quietly launched a high-level sports underwear Nike FE / NOM Flyknit Bra. This is also the first use of Flyknit weaving technology manufacturing sports underwear, after this technology is generally used for the manufacture of footwear products. The first application of the technology is in the London Olympic Games, the main application in running shoes, and now has expanded to a variety of sports shoes, including basketball shoes.
Nike senior sports underwear innovation designer Nicole Rendone (Nicole Rendone) said that this technology will be widely used in Nike clothing, including sports pants, socks, etc., sports underwear is just the beginning. Talking about this FE / NOM, Lundong bluntly, "Our Nike Infect / Nom Flyknit Bra women's sports underwear is the idea of providing women with the greatest possible support and comfort experience, so that they can do whatever they can see Up pretty, moving up and comfortable. " Lundon also believes that Flyknit technology used in sports underwear is exciting, it opened the door to cross-border equipment innovation. This is not just a little sports underwear, but also for more women into the movement of confidence and energy.
For the current Nike, the female market has assumed a very important historical mission. Nike's sales target for 2020 is $ 50 billion, compared with $ 34.4 billion in the previous fiscal year, and it can be said that the situation is not so optimistic. If you continue to maintain sales growth in the past two years, the goal is almost impossible to achieve. From the current point of view, Nike on the development of the female market is limited, in 2020, the female market to contribute $ 11 billion in sales of Nike.
The reason why we all value sport lingerie market, and as the female sports market is one of the most important growth point, mainly because the millennial generation is on this subdivision area to show a great purchasing power. According to market research firm NPD data show that there are already 46% of the millennium generation has been sports underwear into the daily purchase of goods list. And as one of the elements of sports and leisure, sports underwear use scenes are also very broad, sports or daily life can wear.
Sports underwear market increasingly hot to a certain extent, stimulated the global underwear market, according to the US Transpages Market Research report earlier this year, by the growth of sports underwear sales and the rise of electricity business business stimulus, the global underwear market by the end of 2024 will be From $ 33.18 billion in 2015 to $ 55.83 billion. During this period, the global underwear market will maintain a compound annual growth rate of 6.4%.
In addition to Nike, Adidas, Under Armor, even the main business of underwear business secretly cut the swimwear business last year, so as to focus on sports underwear, young and popular will be the future trend of the female sports market. Electricity business giant Amazon also saw this opportunity, in their own platform released independent underwear brand, which also includes sports underwear, the main killer is low, which will become the Amazon clothing retail business in an important part.
Obviously, the women's sports market competition will intensify, the real climax is still behind, because the sports brand's positive confrontation is more reflected in the professional sports category, it is a larger market, and often exposed to the spotlight. Whether the sports underwear this segment or a broader market for women, the integrity of the market has yet to be established, but this trend has been very obvious.
Lululemon and Under Armor in a particular female sporting goods on the small friction is in the release of some signals, Adidas, Nike's subsequent weakness can really stir the relatively calm lake. Obviously, we are in the darkness of the warehouse, in such a competitive environment, there is no more important than to seize the opportunity.
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