“舒适感”背后的商业战争，Vuori国际业务高级副总裁揭秘如何押注中国｜New Look 专访

Core Insights - Vuori, founded in 2015 by Joe Kudla, targets the activewear market, initially focusing on men's yoga apparel, which represented 30% of the market, and has since expanded to include women's clothing, now accounting for 50% of sales [1][3] - The company has experienced rapid growth, with a revenue increase from approximately $7 million in 2017 to a valuation of $5.5 billion following an $825 million investment round in November 2024 [1][3] - Vuori's growth has been fueled by the trend of "athleisure," where casual wear is designed with athletic attributes, appealing particularly to affluent tech professionals [4][5] Company Strategy - Vuori's strategy includes a cautious and patient approach to market expansion, particularly in China, where it aims to adapt to local consumer culture while maintaining its brand identity [3][28] - The company plans to increase its global store count to 100 by 2026, with 85 stores already established and additional locations in Beijing, Shenzhen, and Chengdu planned [10][30] - Vuori emphasizes versatility in its product offerings, catering to a market that values multi-functional clothing suitable for various occasions [7][24] Market Position - Vuori has identified a significant overlap in consumer bases with competitors like Lululemon, with nearly 55% of Lululemon customers also purchasing Vuori products, indicating a growing market potential [3][5] - The brand's unique selling proposition lies in its focus on soft, comfortable fabrics and designs that appeal to modern consumers seeking both functionality and style [15][17] - Vuori's marketing strategy is heavily influenced by consumer feedback, allowing for rapid adjustments to product offerings and store layouts based on local preferences [20][23] Product Development - The company employs two design philosophies: one focused on functional needs and the other on enhancing the wearing experience, aiming for a "luxurious touch" in its products [15][28] - Key products include the Kore Short, which remains a best-seller, and the Halo Wide Leg for women, reflecting the brand's commitment to comfort and style [24][31] - Vuori's product offerings are tailored to local markets, with adjustments in sizing and style preferences noted in the Chinese market compared to the U.S. [20][35]