Maybe you will say that such pants can be hot, even if they are skin-friendly and buttery, they are just a pair of pants. Some people even say that these so-called skin-friendly tights are no different from ordinary people's autumn pants.
But it is this sweatpants called lululemon, which is often folded in the smallest Hermes bag and carried around, ranking behind the mobile phone and keys, and has an absolutely important position.
But behind the pursuit of countless female friends, it is actually a class's pursuit of wealth and status. This pair of trousers is just the true realism of people's false vanity.
In fact, in 1998, the topic of women's sports has just become popular. At that time, there were few sportswear specially designed for female athletes. In the past, everyone's sportswear was not as light and sweat-absorbent as it is now, but it was very bloated and obese, with poor air permeability, no sweat absorption and poor wearing experience.
At that time, Chip Wilson, the designer of lululemon, observed this phenomenon and began to design and make a pair of sweatpants to improve these shortcomings.
On the basis of his own ski suit, he designed it down to the thickness, size, fabric and so on, requiring higher production.
New Pants perfectly solved the shortcomings of breathability and extensibility of women's sweatpants before, and made the classic yoga pants popular for 20 years later successfully listed.
Lululemon yoga pants not only solve these shortcomings at the same time, but also successfully increase the sense of design. Pants are not exaggerated, and the overall style is low-key and restrained. They are not only suitable for sports wear, but also very suitable for everyday wear.
Through some careful tailoring and close-fitting convergence lines, the beauty of women's own bodies is particularly highlighted, so that those women with beautiful waistlines can better highlight their perfect bodies.
Its special design can visually enhance the fullness of the buttocks, and at the same time achieve the effect of lengthening the legs, so that the beauty of women wearing pants is highlighted, which can be said to be the icing on the cake.
Such consumers will be very happy to take photos of themselves wearing Lululemon on social media and give them positive comments. In other words, Lululemon is more "social" than other sports brands.
But is this really a pair of pants that can be compared with Hermes? For thin people, it's called lululemon, and for people who are a little fatter, it can only be called long pants.
But when it comes to lululemon, "wearing this brand of yoga clothes is equivalent to telling the world that I have time to exercise and look at my figure."
Lululemon can give her a "self-discipline" and "positive" image. It shows not only money, but also "I have both money and a healthy lifestyle, and I have time to pursue a higher quality of life", that is, I have both money and quality.
But in the final analysis, it is just a pair of pants, so a pair of pants can be compared with Hermes. Is a pair of sweatpants too high?
This is lululemon's shop. Since May of 20 13, lululemon has opened three exhibition halls in Shanghai and Beijing. It was not until February 20 16 that the first store officially opened. So far, there are not many stores in China, which is why we don't see any stores at ordinary times.
However, although the number of stores seems to be small, but mainly high-end brands, people will naturally rush to spend, forming an addictive behavior for sweatpants.
When traveling abroad, the first thing to check is lululemon store; To go to the yoga studio, you must wear lululemon's yoga pants and carry lululemon's shopping bag. In addition, not only are you obsessed with lululemon pants, but even this brand of kettle and hair accessories are highly sought after.
Big data analysis shows that with the continuous improvement of women's status, income level and self-concern, a healthy and leisurely life has become the goal pursued by many women.
How can we show our healthy and fashionable lifestyle and truly show our "upper class" status? 1000 pairs of low-key fitness pants without logo are the best choice.
These pants represent "high-end" and "professional". It has become a trend to wear them in the gym. Who wants to admit that they are inferior to others?
Everyone rushed to buy, and the seller made money, laughing behind his back. The real middle class is a bit at a loss, and only the new middle class has eaten pickles and instant noodles for a few days.
In fact, it is not difficult to see the intention of merchants to establish such a brand image, but it is this image that attracts countless people to buy, and face is far more important than money.
Such a pair of trousers seems to have become the "admission ticket" for the middle class to enter the "high-end". If you want to enter the circle, you have to take it out; The new middle class desperately wants to squeeze into the circle, and whether they like it or not, they have to bite their teeth and buy it.
Just looking back, is this consumption really necessary? Those shopping methods that make people sigh and don't pursue cost performance seem to help show off their wealth in the dark.
In this way, lululemon jumped to the top in 2020, with a market value of 44 billion US dollars, even surpassing Adidas, becoming the second largest sports brand in the world after Nike.
Aside from the entertainment circle, in life, most people who contribute to the sales of lululemon are the urban middle class who are under 50 years old, have higher quality requirements and need to run their bodies.
They are the most cautious class, not rich to a certain extent, but their quality of life is far better than that of the lower working people. They try their best to improve their taste and create a rich and powerful image for themselves.
The latter is not so easy to get, so I distinguish others in taste to resist my tendency to sink.
Lululemon is properly stuck in the hearts of the middle class, especially the exquisite handling of logo, which is not unusual or too eye-catching.
But in fact, whether it is the middle class's pursuit of lululemon or our daily social display, in the final analysis, it is a lack of self-confidence.
In fact, for consumers, demand and practicality should be the most important things of a commodity. The attitude towards luxury goods should not be that you become confident because you own luxury goods, but that you need strength to make you stop thinking that they are luxury goods.
For us ordinary people, such a pair of yoga pants worth 1000 yuan can be said to be very cost-effective, but in luxury goods, a pair of small socks, an earring and a very ordinary T-shirt may cost thousands or even tens of thousands.
Not to mention those bags, shoes, coats and jewelry, the price of millions is also common, which is worth the money that ordinary people can't earn in their lifetime.
In the eyes of the truly rich, money is just a number, and luxury goods are just a social tool. The mind of a truly rich man often only cares about those things that can be valuable to him.
For example, luxury goods are only because they can bring greater benefits to themselves. On the contrary, the more lacking, the more ostentatious. Don't let luxuries become a burden to satisfy your vanity.
After vanity, it is reality. Why pursue things that can only be envied by showing off?