Precise positioning of SuperGirls: Finding the core consumer group

After clarifying the brand direction and product features, lululemon began to think about a key question: Who are the people who need and appreciate these products the most? After in-depth market research and analysis, Chip proposed a groundbreaking concept - SuperGirls, and made it the core target consumer group of lululemon.
SuperGirls mainly refer to modern women between the ages of 24 and 35. Most of them are well-educated, have a high degree of education, are proactive in their careers, and have established themselves in the workplace through their own efforts and achieved financial independence. These women have a high pursuit of quality of life. They are not only satisfied with the accumulation of material things, but also pay more attention to the connotation of life and spiritual satisfaction. They love sports and regard yoga as a lifestyle. They use yoga to maintain physical health and shape a beautiful figure. At the same time, they also pursue inner peace and tranquility in the practice of yoga.
In terms of consumption concepts, SuperGirls are obviously different from traditional consumers. They are relatively less sensitive to prices and are more willing to pay for high-quality, uniquely designed products. In their view, a good sportswear is not just a piece of equipment for exercise, but also an expression of a life attitude, and a way for them to show their personality and taste. They pursue the quality, design and functionality of the product, and hope that the product can fit their lifestyle and meet their needs in different scenarios.
In order to better meet the needs of SuperGirls, lululemon has taken great pains in product design. In addition to the innovations in fabrics and styles mentioned above, lululemon has also made many thoughtful considerations in detail design. For example, some hidden pockets are designed on yoga pants to facilitate women to place small items such as mobile phones and keys; the design of the collar, cuffs and other parts of the clothes is also very delicate, which not only ensures the comfort of wearing, but also adds a sense of fashion. In terms of the choice of colors and patterns, lululemon keeps up with fashion trends and launches a variety of fresh and elegant colors and simple but individual patterns to meet SuperGirls' pursuit of fashion.

lululemon knows that SuperGirls not only wear yoga clothes when exercising, but also want to wear them easily in daily life, showing a fashionable and healthy attitude towards life. Therefore, lululemon is committed to perfectly integrating the functionality and fashion sense of yoga clothes, so that women can confidently wear lululemon products in different occasions such as sports, work, and leisure. Whether sweating in yoga class or shopping and drinking coffee with friends after get off work, lululemon's sportswear can make SuperGirls the focus of everyone's attention. This accurate grasp of the needs of the target consumer group has enabled lululemon to quickly win the love and pursuit of SuperGirls and gain a firm foothold in the fiercely competitive sportswear market.

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