TECHNICAL SPORTSWEAR AND ONLINE COMMUNITIES DRIVE NEW LUXURY

In a world still coping with the Covid-19 pandemic, social media weekend feeds of parties and restaurants are no longer on the agenda. Instead, consumers of all ages are donning leggings, pounding pavements, doing burpees in their living rooms and posting their progress on platforms such as Strava or Nike Run Club. Online fitness communities have soared over the last 12 months in response to the closure of gyms and restrictions on spectators at sports events. For many, outdoor pursuits are helping to beat lockdown boredom and provide a sense of purpose to the dullness of daily life in a pandemic.

fashionNicki Lange27 February 2021athleisure, nike, lululemonComment

LULULEMON, PELOTON AND THE RISE OF DIGITAL FITNESS

Overall, the fitness industry has already been experiencing the massive growth of digital fitness, out-of-studio experiences and connected fitness. Notable platforms, such as Peloton and Mirror, have created enormous awareness, brand recognition and loyal followings. While they offer solutions that are able to fully replace the in-studio experience, they are often supplemental to the physical studio or gym experience. Consumers still desire physical human interaction but often schedules, travel and other issues impede their ability to get to a physical gym. Today’s new connected are combining training, social interaction, gamification and many forms of engagement for the consumer.

businessNicki Lange30 June 2020lululemon, mirror, venture capital, merger and acquisition, gamificationComment

LULULEMON SEAWHEEZE HALF MARATHON 2019

I have written about the rising trend of virtual challenges and runs before, in other words participating in a race whenever you can and wherever you are. As much as I am a big supporter of the digital world, I was not sure, whether a GPS watch and an online challenge were enough to provoke the feeling of a competition. 21.1 kilometers later, I can say that it turned my regular morning run into a fun experience.

runNicki Lange19 August 2019lululemon, seawheeze half marathon, half marathon Comment

HOW GLOBAL BRANDS ARE THINKING LOCAL

Today’s world is unmistakably and increasingly interconnected, as growing Internet access, travel and trade accelerate the integration of global markets and the worldwide exchange of ideas, information, people and products. But with globalisation comes an opposite, if not equal, reaction. “In a globalised world, there will inevitably be many similar trends across the globe. And these, in turn, will generate opposition in the form of localisation, as people try to assert their own identity, which is only natural,” observed Mr Yanai, chairman, president and chief executive of Fast Retailing, the parent company of Uniqlo. “In order to do business anywhere, we need to have a firm grasp of what it means to be global and what it means to be local.”

businessNicki Lange20 February 2018uniqlo, nike, retail, lululemonComment