Vuori's success code: Creating a niche market for men's yoga wear

If there are any fitness projects in recent years, it must not be around "yoga", which benefits from yoga's health and fashion needs, making the project quickly "out of the circle" in this era of advocating national fitness. It has also created phenomenon yoga clothing brands such as Lululemon and Alo yoga.

According to Statista data forecast, the global yoga wear market revenue is estimated at $37 billion. It is expected to reach about $42 billion in 2025, and the yoga economy is still hot in the consumer market. But on the other hand, men's yoga pants have long been ignored by the market, in fact, the proportion of men among yoga enthusiasts has been rising, Lululemon, for example, the proportion of male consumers increased from 14.8% in January 21 to 19.7% in November of the same year. As can also be seen from GoogleTrends, the search volume of "men's yoga" is close to half that of women's searches, and the demand is not low.

Vuori is aiming at this market demand, with men's yoga clothing as an entry point, the current valuation has reached $4 billion, and successfully occupies a place among many brands. From the point of view of the official website, the number of visits to Vuori in the past three months has been stable at more than 2 million. In addition, according to GoodSpy data, Vuori's advertising promotion efforts on social media have also been rising in the past month, with an increase of 118.5% in the number of advertisements.

Vuori's Brand product and marketing analysis

Founded in 2015, Vuori is a relatively young brand. From the product point of view, the Vuori brand focuses on the concept of "performance" of clothing, such as moisture absorption and sweating, rapid drying, anti-odor and carry product features. In addition, most of Vuori's clothing materials are organic cotton and recycled fabrics, so Vuori uses "ethical" manufacturing and sustainable fabrics as brand packaging points to increase the added value of products.

Although Vuori started with men's yoga wear, it has now expanded into 14 subcategories, covering men's and women's wear. In terms of target audience, Vuori aims at consumer groups similar to Lululemon, that is, middle class consumer groups, which have strong brand consumption awareness and attach importance to brand concept and service experience. In terms of pricing, according to statistics, the price of Vuori goods is as high as 60.8% of the price of 60 to 100 US dollars, 13.4% of the price of more than 100 US dollars, and only 4.3% of the price of less than 40 US dollars.

Vuori also has a strong focus on customer service. In order to meet users' more professional search needs, Vuori is divided according to product usage scenarios, covering five major sports scenarios: training, surfing, running, yoga and outdoor travel. On the other hand, similar to Lululemon, Vuori is also committed to building a "core club" around the brand to provide value services to customers while improving brand cohesion. For example, V1 Influencer Program (similar to trainer recruitment program) and ACTV Club (fan club) are launched, and you can enjoy exclusive purchase discounts and professional training courses when you join.

Social media marketing is an inseparable part of this kind of product. For example, the reason why Lululemon can become a phenomenon yoga clothing brand is inseparable from its strong layout and marketing on social media. It is understood that Vuori has accumulated 853,000 followers on social media, of which Instagram, Facebook and TikTok are the main positions of Vuori marketing. The content of the release is mainly to the master cooperation promotion and official graphic marketing, in addition to regular live fitness course activities.

Brand advertising marketing analysis

According to GoodSpy data, Vuori's advertising volume in the past year is relatively stable, and the key promotion and marketing period is mainly concentrated in September to November. For the whole year, the highest amount of investment was in September, with a month-on-month growth of about 116.1%. In addition, Vuori's advertising volume also increased in January this year, up 3.1% month-on-month.

In terms of delivery channels, Vuori mainly delivers ads on Facebook channels, and the distribution of advertising volume in the four media channels is relatively average. Messenger saw an increase in its share in January, accounting for 24.72%.

From the perspective of regional distribution, Vuori mainly targets the United States, Canada and the United Kingdom for marketing promotion, which is also in line with the market trend, because from the market share point of view, North America is still in the leading position in the global yoga market share. Among them, the share of Vuori's investment in the United States in January increased from the previous month, accounting for 94.44%.

Which Men Yoga wear supplier has similar quality to Vuori?

When looking for gym wear suppliers with similar quality to Gymshark, Eationwear is an option worth considering. Located in Dongguan City, Guangdong Province, China, Eationwear is a professional yoga clothing factory focused on the creation, manufacturing and wholesale distribution of first-class yoga clothing for international brands and customers. They seamlessly combine craftsmanship and innovation to produce superior yoga clothing that is comfortable, stylish, and functional. Eationwear's commitment to excellence is evident in every meticulous sewing, ensuring that their products exceed the highest standards in the industry. Contact immediately