Leggings : beyond gymwear

Leggings are becoming fast-growing wardrobe staples to replace jeans. However, the leggings brand environment is poor. Leggings are mainly supplied in the form of sportswear by Adidas, Lululemon, or most of the nameless products on the Internet.

Leggings by Sports brand are from $80 to $160, nameless leggings are $15 to $30 and but it doesn’t made of functional fabric(4-way stretch, moisture absorption, UV protection), so it is not competitive.

What was the chance we found?

We found a chance in both price gap of ‘$20 to $150’ and quality gap. We made   leggings in a price range of $50 to $70. But ours are as quality as $150 leggings, much better design than nameless leggings.  

How did we do that? Existing clothes brands were not able to do this because they already have their conservative process of clothes production. They already have a big design team and they are used to produce various products with multiple colors, different patterns, fabrics. This is how they survive as a clothes brand.

One perfect black leggings beats 10 colored average leggings

We only produced black colored leggings, there only was one kind of product we were selling online. Because we focused on the fact that black leggings account for more than 80% of total leggings sales. Therefore, design cost, shooting cost, inventory cost, etc. was innovatively reduced. Instead, we focused on improving the quality of our products while directly managing the yarn and fabric development. Supplying quality leggings with reasonable price into the market, was our goal.

We focused on the fact that black leggings account for more than 80% of total leggings sales. Therefore, design cost, shooting cost, inventory cost, etc. Could be innovatively reduced. Instead, we focused on improving the quality of our products while directly managing the yarn and fabric development stages. So, leggings with good quality but reasonable price could be put on the market.

Honest story attracts customers, good products satisfy them

Luckily, Our first year was successful than we expected, since there are lots of medias that we can introduce our story of making our leggings in a form of ‘storytelling’. We told our story on Instagram, and people started to buy our leggings, and recently we achieved 97% of Satisfactory reviews from 4,000 customers.