Women'S Sportswear Brand Lucy Activewear Has Realized The Sportswear Function Of Cowboy Appearance.

This week, women's wear

Brand Lucy Activewear has launched a new product line called Lucy IndiGO. The slogan is quite loud: "cowboys can't do it, Lucy IndiGO can do it" - simply speaking, these single products all have cowboy appearance, but at the same time they have the basic function of sportswear.

The Lucy IndiGO series started two years ago, which includes 4 pants of 3 colors. The trousers are straight, Legging and wide legs, and jackets and T shirts. The price is between 128 and 148 dollars.

"Lucy IndiGO. is a completely new series.

The difference is that we put the pattern of "denim" on the sportswear, which is tailored for the cowboy style.

"Every single item can be used as a cowboy match, but with Sportswear's functionality, it can move flexibly and at the same time has good ventilation," said Laurie Etheridge Etheridge, President of Lucy Activewear.

In the past two years, jeans have been worn down because yoga pants are too popular.

However, according to the latest report released by consulting firm NPD, the sales of cowboys and men worldwide increased by 2% over the past 6 months ending 2016, which is about 130 billion US dollars.

Among them, the sales volume of cowboy 4% has driven the rise of cowboy sales worldwide. Over the past year, cowboys sold 304 million single products.

"The cowboy industry can seize this opportunity to reverse the declining situation.

Compared with last year, female consumers have bought more cowboy products, but the average growth rate of the industry has not increased, and manufacturers need to seize this opportunity, for example, products need more innovation and warehousing.

Marshal Cohen, the chief industry analyst at NPD, said.

It seems that Lucy IndiGO does belong to the NPD of consulting firm.

However, grafting the cowboy and the sportswear wind is nothing new.

In 2015, Levi 's launched a series named commuter (Tong Qin), specially designed for cycling Tong Qin.

This series

Following the classic 501, but using more stretch and breathable fabrics, the higher waist is suitable for sitting on the seat of the bicycle. Roll up a little bit of trouser legs and add the design of the reflective strip of 3M.

Jackets also play a leading role in weatherproof, backlighting and all kinds of bag elements.

Another new brand, ADAY, is designed to keep the sport style, but at the same time, it wants to meet the needs of consumers outside the gym.

"Its design inspiration comes from functional sportswear, but it looks cool at the same time, and it can wear jeans."

Nina Faulhaber, founder of ADAY said.

Previously, Lucy Activewear has been selling professional sportswear, including yoga wear, running sportswear and training clothes.

This Lucy IndiGO is a new attempt of this brand.

Lucy Activewear is a brand under the VF group. It is divided into 9 sports brands, including The North Face, Vans, Timberland, etc. in the sports category of VF group, while Wrangle, Lee, and 7 brands belong to the denim category.

In addition, VF group also has professional sports brand Nautica and 7 For All Mankind.

Lucy Activewear belongs to the group's specialized women's sportswear brand, and is now mainly sold in 50 American VF stores.

This brand can develop the technology of "denim pattern on cloth", and also because it can use the VF Design Laboratory in California.

Of course, it's selling with all the social media now.

In order to sell sports brands to consumers, the brand also runs a blog called LUCYLETSGO, to sell products to young female consumers.

Blogs include picture display areas to encourage consumers to dry the sheets, and the images will automatically be pferred to their Instagram accounts.

The content of the plan will throw some themes into it, such as "how yoga helps to run," "the advantages of 5 kinds of family yoga," and why "outdoor yoga is excellent."

But it doesn't look very fashionable.