Why is Lululemon's new tights so popular?

“Sportswear” is often considered exclusive to fitness and comfort enthusiasts, but in August 2017, a legging of Lululemon (Canada fitness clothing brand “Lulu Lemon”) was snapped up within 27 minutes of launch.

In order to buy Lululemon limited edition tights, T-shirts and hats, hundreds of people landed outside the Vancouver Convention Center 48 hours in advance.

According to the World Apparel and Footwear Network, Lululemon's capsule series is specially launched for the brand's annual Seawheeze Festival (which includes half marathons, yoga, music festivals, etc.). Earlier this year, tickets for the Seawheeze Half Marathon were released, and the maximum number of applicants was 10,000 in 32 minutes.

Lululemon is best known for its spicy remarks by former founder Chip Wilson and yoga pants priced at $100.

Every year, Lululemon launches a capsule series (classic), which is only available at the same time as the physical store and the half marathon. In order to ensure the uniqueness of the clothing, the proof of this batch of clothing will be deactivated after the sale. This year, Lululemon pushed a tight-fitting yoga trousers priced at $200, made from the most advanced reflective fabric.

This year, the entire capsule series sold for a very short period of time, creating a new historical record. Lululemon's fluorescent skinny yoga pants can be found on eBay for a starting price of $700. In addition, the same series of hats originally sold for only $50, and now sells more than $150 online.

This is the first time that Seawheeze has been in such a hot scene for six years.

In 2013, Lululemon's batch of yoga pants was too transparent due to fabric quality problems and had to recall 17%. To make matters worse, the then founder, Chip Wilson (now resigned), in an interview with the media in 2013, said that the trousers were transparent because "some women are not suitable for wearing", causing widespread dissatisfaction among consumers. Lululemon was once caught in the cusp of public opinion.

Lululemon is now led by Laurent Potdevin (former executive of LVMH (Louis Vuitton) and head of Tom's Shoes).

Potdevin was found to help collect cash at Seawheeze's "flash" store. His management team members also helped on the spot, and the brand's chief financial officer, Stuart Haselden, sent water and awards to the contestants at the finish line of the Seawheeze event, and others helped the client to party in the temporary fitting room.

A recent report by Global Industry Analysts predicts that the global sports and fitness apparel market will reach nearly $300 billion by 2024. In emerging markets such as Australia and China in the Asia-Pacific region, Lululemon is expanding further and is expected to stimulate this growth. Market analysts report that Australia's fitness and sportswear industry generates about $2 billion a year.

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