Intro Lululemon athletica is a company which sells sportswear to customers worldwide. It started out as a small studio used as a yoga studio at night as well as a design studio during the day in Vancouver, Canada that was founded by Chip Wilson in 1998. Lululemon athletica started with selling yoga apparel to women but has now expanded to selling cycling, training, running sportswear as well as others for not only women but men as well.Lululemon athletica does not just represent a store but also a place where a community was born.It targets people who are interested in being part of a community that cares about healthy living.Although it provides all of these diverse type of sportswears, Lululemon athletica’s main target customers still remain …show more content…
When deciding whether to purchase a Lululemon product, buyers consider the standard of quality the clothes are made out of. As a relatively expensive label, customers expect no less than a leading-edge fabric that promises comfort and durability to cater the needs of athletes. Rather than having to constantly replace their athletic wear, buyers demand a product that will promise longevity. A rising demand for many consumers are on the basis of whether a product is environmentally friendly or not. In meeting this demand, Lululemon chooses to use reusable bags as their packaging and uses organic cotton and other eco-friendly fabrics in reducing the carbon footprint left by clothes as much as possible. In addition, consumers from this target market require well-designed, flattering clothing that can be worn for multiple functions, whether it’s in the yoga studio, gym, or while running errands. Furthermore, research has identified enclothed cognition, a term “used to describe the way our clothing influences our psychological prowesses” (Adam & Galinsky, 2012) to be an active force behind consumer behaviour. Buyers from this target market want quality clothing that will positively affect their workout motivation and in improving their overall performance. Not only are these consumers buying clothes but they are also buying into a healthier lifestyle that these products promise to