Ideating Men’s Content With Search Data

Activewear Part 1 Case Study | Search Questions

The most popular questions being asked on Google about men’s activewear are related to recommendations, -etiquette, quality, and .

Product Research

Purchase Research

Micro Topics: Brand-related

Recommendations Activity-specific

For the Gym

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Leggings for Men Micro Topics: Clothing Gender Yoga Perceptions Gym Code

Unisex Clothing

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Recommendations Clothing Gender Perceptions Quality Fashion Product-Related Part 2 Case Study | Search Questions

Digging deeper, the specific questions that men are asking about recommendations on Google are:

Purchase Research Brand-related Product Research

● Where to buy [brand name] ? ● What are the best brands for athletic ● What kinds of is good for men ● Where can I find the best gym clothes for wear? to wear? men online? ● Where has better joggers than lululemon? ● What are the best running shorts? ● Where can I get designer activewear? ● What are some popular high-end ● Where can I buy good quality sweat free ● What store has the best gym gear in the activewear brands? shorts workout? USA? ● Which brand would you recommend for ● What are the best for extremely ● Where can I buy good quality sweat free workout wear? sweaty feet? shorts workout? ● Who makes the best running shorts? ● Which t- is best for a workout?

Activity-specific For the Gym

● What do you wear to the gym? ● What should I wear during running and ● What are the most practical gym clothes? during workout? ● What type of track pants should I wear to a ● Are there for men? gym? ● What gear is required for mountaineering? ● What should men wear during workout in ● How to get special clothes for bodybuilding? gym? Part 3 Case Study | Search Questions

Digging deeper, the specific questions that men are asking about clothing gender perceptions on Google are:

Leggings for Men Yoga Gym

● Can men wear ? ● Is there a difference between girls and guys leggings? ● Can guys wear yoga pants? ● Are leggings a unisex clothing item for ● Are men embarrassed to wear lululemon ● Do you have to wear shorts at the gym? ? clothing? ● Do I need special clothes for the gym? ● Is it noticeable if men wear women’s ● What are the “yoga pants” of guys ● Can I wear a muscle shirt at Planet leggings? clothing? Fitness? ● Why can’t guys wear leggings? ● Is it bad if a man walks around in yoga ● Why do guys wear at the gym? ● What do people think of meggings (men’s pants? leggings)? ● If women can wear leggings in public, why can’t men? Part 4 Case Study | Search Questions

Digging deeper, the specific questions that men are asking about quality, fashion, and product-related on Google are:

Quality Fashion Product

● Where are [brand] products made? ● How short are workout shorts? ● Why is sportswear made of Polyester? ● Is it fashionable to wear shorts with long ● How can I stretch out my tight-fitting ● What textile fabric should be used in a socks? elastic shirt? sports shirt? ● What are the new activewear brands to ● How to wash [brand] down ? ● What stores sell only sustainable clothing know? ● Why are yoga pants so expensive? items? ● How to make sweat or athletic pants look ● How long does activewear take to air dry ● How are polyamide and polyester fabrics fashionable? inside? different? ● Can men wear leggings outside of the gym ● Are lululemon workout clothes worth the ● What are some of the best fabric for for comfort? high price? summers? ● How to style mens activewear? ● Why are vuori shorts good? ● Why is it important to choose a ● Are jogger pants athletic wear or casual good-quality sportswear? wear? Part 5 Case Study | Search Questions

The most popular questions being asked on Reddit about men’s activewear are related to recommendations, opinions, and fashion.

Shorts

Joggers

Favourite Micro Topics: Socks Recommendations What to Wear?

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Comparison

Brand Reviews Micro Topics: Alternatives Opinion

For Guys?

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Recommendations Opinion Fashion Body Specific Sizing Part 6 Case Study | Search Questions

Digging deeper, the specific questions that men are asking about activewear recommendations on Reddit are:

Shorts Joggers Favourites

● What’s your go-to gym-wear? ● Favourite workout shorts/ for guys? ● Calling all actives -favourite activewear ● Best mens shorts? ● What is the best jogger that lululemon brands? ● Let’s talk male workout shorts. What do makes for men? ● Guys who wear lululemon - recommend you wear? ● What is your favourite pair of joggers? your favourite products? ● Favourite gym shorts brands? ● Does any brand make slim fit ? ● What brand of workout clothes is your ● Where to get cheap workout shorts? ● Men’s joggers in 2020? favourite? ● Men, what are your favorite shorts to ● Favorite gym pants/joggers? ● What are your guys favourite gym-wear workout in? brands?

Socks What to Wear?

● Best socks for quality? ● Best socks on the market? ● But what do you guys wear to the gym? ● Best brand ever? ● What workout clothes do you wear? ● What kind of sock do you guys wear? And ● MFA - what do you wear to the gym? with what?

Click blue links to view applicable subreddits. Part 7 Case Study | Search Questions

Digging deeper, the specific questions that men are asking about opinions on Reddit are:

Comparison Brand Reviews

● Rhone vs lululemon? ● Honest opinions on brands ● Street joggers vs. commuter jogger? ● What’s everyone’s thoughts on Gymshark? ● Gymshark vs lululemon?

Alternatives For Guys?

● Alternatives to Gymshark? ● Lululemon for guys, your opinion?

Click blue links to view applicable subreddits. Part 8 Case Study | Search Questions

Digging deeper, the specific questions that men are asking about fashion, body specific, and sizing on Reddit are:

Fashion Body Specific Sizing

● Fashionable activewear for men? ● Clothing for short athletic/ripped guys ● Plus size activewear for men? ● Talk to me about gym style ● T-shirt fit for athletic body type ● First time buyer: sizing help (men) ● Stylish athletic gear for men? ● Everyday athletic shirts ● Buying Gymshark for the first time, unsure ● Gym fashion ● What are the best t-shirt brands for about sizing ● What does r/malefashionadvice think of athletic short men? ● Sizing men stringers lululemon’s men’s line? ● What t-shirts work for vshape bodies?

Click blue links to view applicable subreddits. Key Takeaways

From the Ideating Content With Search Data Case Study

Content & Messaging — Answer the Audience’s Questions: In the Social Content Case Study we determined that some of the highest performing posts across all major social platforms include Relationships & Dating, Sport Highlights, Stunts & Extreme Sports, Hip Hop, Prank Videos, BLM, Video Game & eSports announcements, and Humour, applied to all topics above.

Consider combining those content themes with relevant audience Google searches & reddit advice threads around niche men’s activewear-related topics ideate -performing content.

● “Best” sport-specific piece: Which pieces of clothing are essential to certain sports? Most commonly mentioned were gym workouts (or bodybuilding), running (or jogging), hiking (or mountaineering).

● How to fit in at the gym: A very large majority of questions were gym related, and showed hints of anxiety around an activity that is intimidating for many. How can we provide guidance and confidence?

● Sweat Busting: Many dudes asked questions about how to tackle excessive sweating, both in everyday life and while participating in sports? Can we address the issue head on?

● Clothing Gender Perceptions: A lot of questions centred around the social acceptance of men wearing certain types of activewear—especially leggings—and lulu products specifically. If this is an issue that lulu wants to approach from a brand perspective, there is an audience desire for leadership in this space.

● Problem-solving and tutorial seeking: Ex. “How can I stretch out my tight-fitting elastic shirt?” or “How to wash [brand] down jacket?” Or “How long does activewear take to air dry inside?”

● Quality and sustainability: Men increasingly want to know when and how their clothes are made, and if they will truly last over time. They’re taking the time to search and ask for answers.

● Adaptability to different body types: Common questions included men looking for activewear suited to an athletic/”ripped” build, short stature, v-shaped bodies, and plus-sized.