The Rise of Lululemon
Lululemon, a Vancouver, Canada, based company, has taken the world by storm with its wildly popular athletic wear. The athletic company clothing has grown exceptionally since its 1998 founding. The company’s net revenue was $2.6 billion in 2017, with sales projected to exceed that in 2018. In recent years, athletic wear has become a popular phenomenon largely due to Lululemon.
The Lululemon experience is unlike other stores. Customers are remarkably loyal and come back to purchase more of the brand’s products. The stores create an addictive experience by stocking very few of each item. Selections are updated often so customers never know what they might find. Lululemon’s products are of such superior quality that the company manages to sell its high quality products at high price tags. The company rarely discounts its products because customers impulsively buy them based on fear they will sell out. While the company has crafted a small selection of products, the ones they have are introduced in new fabrics, colors, styles, and prints frequently.
Lululemon resonates with its customers who frequently visit Lululemon’s 415 stores to participate in events the brand offers. The company offers standard athletic store programming, like yoga classes and running clubs. They host elaborate programs through grassroots marketing, such as their Sweatlife Festival in London, 10K runs in Toronto, and accessible yoga classes in 50-plus cities to celebrate the International Day of Yoga.
Lululemon motivates it customers to live healthy lives. The brand’s healthy persona encourages its customer base to exercise. Their employees are involved in the health community and frequently lead exercise classes at exercise studios. The company has turned their business from a store to an exercise mindset.
Lululemon has essentially created the mammoth athleisure industry. Competitors Nike, Under Armour, and Victoria’s Secret are eager to build their own athletic wear empires similar to Lululemon but no company has been as successful. Lululemon resonates with its customers unlike the brand’s competitors.
Lululemon has gotten so popular that complaints are mostly about customers not being able to find products that are sold out or styles not in their sizes. The company is so coveted that its products fly off the shelves as soon as they arrive. Customers come back frequently to see if products are in stock before quickly snatching them up.
Lululemon will continue to be popular with the current path its on. Customers frequently visit to purchase their favorite selections in new styles. The company connects with its customers because it offers in store experiences that its competitors do not offer. With very few complaints, the company is sure to continue as the most desired athletic wear company for years.
By Sophie Kieffer