When yoga pants and sneakers made their way to everyone’s closet as work-out wear in mid-2000s, not many expected those to become deeply engrained in the casual-wear scene of the 2010s.
By 2016, people started talking about athleisure – clothing that one can wear both to the gym, casually, and also on a night out – as a new wave in fashion. Along with it, they talked about Lululemon, which became the brand for athleisure clothing.
What makes Lululemon stand out?
First of all, their product. Not simply expensive yoga pants and work out clothing, Lululemon creates clothing functional and comfortable enough for the gym, but aesthetically pleasing enough to wear to your best friend’s engagement dinner. Take, for example, their athleisure men’s blazer.
Secondly, Lululemon has a unique brand message. They don’t try to be the next Nike or Under Armour, they don’t feature famous athletes in motivational million-dollar commercials. Lululemon ads focus on the individual – a modern person who cares about health and wellness. For example, a hip, green-smoothies-drinking, work-life-balance-valuing millennial. Lululemon’s ads use the words like “mindfulness” and “self-awareness”. The brand emphasizes exercising for the sake of one’s own wellbeing, unlike Under Armour, who focuses on being competitive and winning “the game”.
Lastly, Lululemon receives praise for its community engagement. On its website, there is a community tab with information on yoga festivals and retreats, videos and tips on how to release tension, reports on their sustainability efforts, and others. Lululemon also has a blog and allows its followers to share their stories and experience within the community.
These three factors create appeal to the modern consumer who looks beyond just product and price, and who cares about story, culture, and company’s social responsibility. They make Lululemon the name people think of when speaking of athleisure; and the fame does help their financials: according to an article on the online-publication Benzinga, Lululemon might be able to exceed their plan to double their revenue to $4 billion by 2020.
Brand History
Lululemon was founded in 1998 by Chip Wilson and is based in Vancouver, Canada. In 2001, the company began selling yoga wear and athletic apparel.They currently sell their clothing internationally. According to Wikipedia, their key competitors include Athleta, Nike and Under Armour.