Sportswear | Do you think this is jeans? wrong!

Last week, women's sportswear brand Lucy Activewear launched a new product line Lucy IndiGO. The chanting slogan is quite loud: “The cowboy can't do it, Lucy IndiGO can do it”—in short, these items are all cowboys. The appearance, but also has the basic function of sportswear.

The Lucy IndiGO series was developed as early as two years ago and consists of 4 trousers in 3 colors. The trousers are styled in straight, Legging and wide leg jackets, jackets, and T-shirts. The price is 128. - Between 148 US dollars.

“Lucy IndiGO. is a completely new series. The difference is that we 'printed' the pattern of denim fabric on the sportswear, which is a color and model specifically tailored for the style of cowboy.” Laurie Etheridge, President, Lucy Activewear Says, "Every single product can be used as a cowboy-like outfit, but with the functionality of a sportswear, it can be exercised flexibly and it has good air permeability."

In the past two years, jeans have been plagued by the popularity of yoga pants.

However, according to the latest report released by consulting firm NPD, the sales of cowboys for men and women worldwide rose by 2% to approximately US$13 billion in the year to the end of June 2016. Among them, the increase in sales of Ms. Cowboy's 4% led to the increase in global sales of cowboys. In the past year, the cowboys sold 340 million single products.
“The jeans industry can seize this opportunity to reverse the declining situation. Compared to last year, women consumers bought more denim products, but the average growth rate of this industry has not improved, and it requires the manufacturers to seize this opportunity, for example, Products need more innovation, and warehousing needs to be improved,” said Marshal Cohen, NPD's chief industry analyst.

It seems that what Lucy IndiGO does is within the scope of the consulting firm NPD. However, grafting cowboys and moving winds is not new.

In 2015, Levi's launched a series named after the commuter (commuter), designed specifically for people who ride commuters. This series of jeans follows the classic 501 style, but uses a more ductile and breathable fabric, a higher waistband is suitable for riding sitting position, roll a little trouser leg exposed place plus 3M reflective strip design. The jacket is even more predominantly weatherproof, reflective and all kinds of pockets.

Another new brand of ADAY designed trousers is to retain the sports style, but at the same time want to meet the needs of consumers can also wear outside the gym. “It was inspired by functional sportswear, but at the same time it looks cool and has the same effect as wearing jeans,” said Nina Faulhaber, founder of ADAY.

Previously, Lucy Activewear had been selling professional sportswear, including yoga wear, running sportswear and training suits. This Lucy IndiGO is also a novel attempt of this brand.

Lucy Activewear is a brand under the VF Group. It divides sports brands in the VF Group with nine brands such as The North Face, Vans and Timberland. Seven brands such as Wrangle, Lee, and Rustler belong to the category of jeans. In addition, VF Group also has professional sports brand Nautica and contemporary brand 7 For All Mankind. Lucy Activewear belongs to the group's dedicated women's sports brand and currently sells in 50 U.S. outlets in the United States.

This time, the brand could develop the technology of “denim pattern on fabrics” because of the ability to use VF's design lab in California. Of course, like all sporting brands selling yoga trousers that are currently being tossed on social media, the brand also runs a blog called LUCYLETSGO to sell its products to young female consumers. The blog includes a photo display area where consumers are encouraged to print a slip and the picture is automatically transferred to its Instagram account. The curated content will throw some topics to explore, such as "How does yoga help to run? 》, "The Benefits of Five Kinds of Family Yoga," and "Why is it good to practice yoga outdoors? 》 But it doesn't look like it's very hot

The title map and the text are from: Lucy Activewear @ Instagram

Source: Curiosity Daily

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