Lululemon Athletica is one of the most top-selling brands in the United States. It was founded in Vancouver, Canada in 1998. Lululemon is a yoga-based apparel company that vends clothes and accessories for men and women. This brand sells many items that accompany their motto, which is to create clothing that is great for yoga, running, training, and “other sweaty pursuits”. This Canada based industry has now spread internationally, making a yearly income of $2.34 billion.
Although Lululemon has a huge fan base and a major income, there is indeed controversy surrounding the company. It is explained to be “cultish and overpriced”, although the brand is genuine with their items and purpose, and maintain a positive and healthy goal. Lulu’s main target audience is health-conscious, high-income women is this because the prices are so high. Their prices tend to be predominantly higher, as their top selling item, aligns (or leggings), usually range around $90 or higher. Competing brands typically are Nike, Athleta, and Under Armour, who all strive for the same audience Lululemon.
Lululemon’s items are more popular due to their waterproof based stock, along with odor protection, and the natural fabrics that are used for softness and usability. As their high-quality products draw quite a bit of attention, so does their social media activity. Lululemon posts and advertises their products on platforms such as Facebook, Twitter, Instagram, and many more. They do their best to interact with their customers on the internet by live-streaming, and responding to comments. Lulu also shares a “product of the day” in order to keep their audiences heed, and to be actively thinking about the brand.