Why has Lululemon's MVT series become a hit in men's sportswear?

Sports brands are no longer just functional products, but also the social codes of contemporary people. Why do some products become hot products overnight? Are the so-called functional materials and various professional terms "IQ taxes"? Let's take off the gorgeous coat of the hot products and find out. The protagonist of this issue is the seemingly ordinary Metal Vent Tech series in the Lululemon store. Why can it become a men's sportswear?

What is the MVT series that sports enthusiasts are buying?

If a man suddenly starts to buy Lululemon crazily, there are only two possibilities-either he was taken to the store by his girlfriend, or he wore the MVT series. When discussing this topic, the editorial partners shared this seemingly joke. But according to the editor's observation, Lululemon is indeed becoming the choice of many fitness enthusiasts step by step. For example, in 247Fitness, where I often go for training, during the evening rush hour on weekdays, there are more than 50 people in the audience, and nearly 10 boys are wearing the MVT series.

The lululemon MVT series mainly covers men's tops, such as sports short-sleeved T-shirts, sports long-sleeved T-shirts and sports vests, in addition to sports headbands and other products, and the color matching of the MVT series is simply too rich, whether it is a low-saturation color matching suitable for I people or a dopamine color matching suitable for E people, there is always one that can meet your dressing needs.

This series mainly covers men's tops, such as sports short-sleeved T-shirts, sports long-sleeved T-shirts and sports vests, in addition to sports headbands and other products, and the color matching of the MVT series is simply too rich, whether it is a low-saturation color matching suitable for I people or a dopamine color matching suitable for E people, there is always one that can meet your dressing needs.

Just looking at the pictures, some friends may have questions. It looks very ordinary, and the price of 450 to 650 yuan is not cheap. Why can it become a hot-selling sportsmen's clothing? In fact, the MVT series is also a typical post-experience product of Lululemon, which embodies the product concept of Made to Feel. You can't feel its characteristics just by looking at it. Only by wearing it can you feel the comfort and functionality of the product.

Why does the MVT series seem ordinary, but can it become a hot-selling sports men's clothing?

Good products start with insight into unmet needs. Compared with women's clothing, sports men's clothing has always been ignored by most sports brands. Many of them are not only uncomfortable, but also prone to a foul odor after sweating. But lululemon noticed this training men's clothing market that was ignored by most brands early on. The MVT series can become a hot-selling product, which is inseparable from the following points:

Product power that understands real needs: comfortable and breathable, reducing odor

Comfort first comes from the one-piece mesh structure: a large area of ​​breathable mesh, which is very refreshing and comfortable during sweaty training. Except for the stitching of the raglan sleeves on both sides, there is almost no other stitching on the whole garment. The design with fewer stitches means less discomfort from friction, so you can focus on training.

The second is fabric technology: sweating a lot during exercise is normal, and the MVT series uses Silverescent™ technology supported by X-STATIC® to attach 99.9% pure silver to nylon yarn for a long time, which can reduce odor. In addition, spandex is added to the fabric, so the four-way elasticity is still very good, enough to cope with most sports scenes.

In the communication between the editor and many physical and fitness coaches, everyone was very impressed by the Silverescent™ technology of the MVT series. Eason, the lululemon ambassador and rugby player, shared: "Breathable and dry wearing is very important for athletes who train a lot. And I washed it about 20 times, and it still has a relatively good effect in suppressing odor." Then there is the Fit cut: most of the MVT series are slim-fitting, but the curved shoulder seams of the new series have been improved and adjusted, slightly raised, and the shoulders and armholes are cut more loosely to leave more space for the chest, so it is highly tolerant of body shapes.

In addition, the seemingly plain MVT series contains some small details. I don’t know if you have noticed that on the inside of the cuffs and the hem of the clothes, you will see different "Love Notes" when you turn them over. Give you a little encouragement when you are too tired and take off your clothes to wipe the sweat.

Good product strength brings a high consumer repurchase rate. Some netizens said that "I can't stop buying MVT after buying one", "It's very comfortable to wear and it doesn't deform after washing". The MVT series has become the first product for many boys to get started with lululemon, and they will naturally start to try more lululemon men's products.

Precisely spread the circle through lululemon's community

Having good product strength is only one aspect. At the communication level, Lululemon has also formed a closed loop through its own community marketing system. In the daily teaching of ambassadors, in physical competitions, and in community activities, through word-of-mouth communication, the MVT series has gained a group of loyal fans. From the recent store promotional materials, it can also be found that product education and sports communities are closely integrated.

In the past two years, Lululemon's community marketing has also had a significant trend. In addition to yoga, it will also cooperate more with emerging comprehensive physical fitness venues to carry out physical fitness courses, and has signed many well-known physical fitness gym managers to become Lululemon ambassadors. Through community activities that are more suitable for men, more male sports experts have been attracted and have become product advocates.

Whether from the perspective of product innovation or consumer experience, the MVT series is a wonderful example in the men's sportswear market. This seemingly "simple" men's wear of Lululemon can gain "not simple" attention, which is inseparable from the keen insight into user needs and the patience to continuously iterate and polish the product.