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.
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%.