Vuori succeeded by pivoting from men's yoga to general activewear
Guy Raz · BONUS: Brand Building Live at Cannes Lions · Jul 26, 2024 · at 14:05
Host Guy Raz discusses Vuori's marketing turnaround with former P&G Global Marketing Officer Jim Stengel during a live session at Cannes Lions.
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“Joe Kudla started that brand. They didn't resonate. And the reason why is they tried to sell yoga wear for men. In yoga studios. So they really kind of took the same product and just changed the way they marketed it. They basically said, Hey this is for hiking. It's for hanging out with your kids. For surfing, swimming, going to the gym, doing yoga, and somehow that clicked, you know, that started to click with consumers, and it became this product and brand that first men and now women you know, were buying because they saw it as an all-purpose, comfortable activewear brand.”
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