Canadian retailer lululemon has officially launched its digital flagship store in the J Shop which is JD’s upgraded fashion and lifestyle business. According to the official statement on JD.com’s blog, the plan comes with the continuous improvement of quality of life in China, while sports enthusiasts are growing considerably, as well as their demand for sports equipment consumption.
“The popularity of lululemon indicates that the Chinese market not only acknowledges the product quality, but also recognises the emotional connection it creates between the community and the brand,” the blog added.
Many of lululemon’s designs are made with exclusive materials and fabrics. As “Qi Xi” festival (on Chinese lunar calendar July 7), often dubbed Chinese Valentine’s Day, falls on 4 August this year, lululemon also displayed clothes on which is printed the word “love” to enable customers to “express [their] love” on the special day, said the company.
Founded in 1998 with headquarters in Vancouver, lululemon’s products are developed to make living the “sweat life” comfortable. By turning fitness customers into a “community hub”, the brand is sharing the values of wellness and healthy lifestyles, while also encouraging the setting of life goals.
Back in March this year, lululemon has made its official entrance into the footwear category. The company introduced its debut running shoe, Blissfeel, which is made for women. According to the company, footwear is the next natural step for the company to expand and apply its long history of innovation in fit, feel and performance.
Currently, the Blissfeel is only available for women. According to lululemon, the brand started with women first as it saw an opportunity to solve the fact that performance shoes are designed for men and then adapted for women. "That didn’t sit well with us. Innovating for women is in lululemon’s DNA—now we’re bringing that same expertise to footwear, and women were part of this journey every step of the way," said lululemon's chief product officer, Sun Chloe.
Brand spotlight: Why lululemon, with its new running shoes, should resist the pressures of mass appeal
lululemon HK 'wrongly' spends marketing budget with 10 SMBs in HK