Recently, I noticed that my roommates were doing more shopping. Typically, I expect to see Nordstrom, Urban Outfitters, or Neimans bags lying around, but that wasn’t the case this time. These days, my friends were bringing home red, reusable bags with colorful pictures on them of women and men exercising, as well as inspirational quotes. Taking a closer look, I realized these bags were from Lululemon Athletica. Lululemon is an athletic store that makes technical athletic apparel for yoga, running, dancing, and most other “sweaty pursuits” (as quoted from their website.) Lululemon focuses on technical fabrics, slimming styles, bold colors and splashy patterns for their workout gear. The price range is pretty high, ranging from $45 yoga shirts to $150 jackets. The most I’ve ever bought there is a $10 headband! Yes, I am used to buying expensive tennis shoes, but it seems as if more women are making pricey investments into their workout wardrobes. Of course most college students can’t afford to shop at Lululemon, but my friends aren’t your average college students. It seemed to me like they had caught Lululemon fever and I couldn’t really figure out what it was all about. I am an avid runner, yoga fanatic, etc., but I cringe thinking about buying a $80 shorts only to sweat and smell them up in a matter of an hour. I don’t quite understand why women and men (yes they do have mens clothes) want to spend so much on clothes to work out in, However, I knew Lululemon clothes must have a deeper appeal that revolves around either looking good while you work out, feeling good while you work out, or wearing clothes that make you look like you are going to work out. The Lululemon gear is cute enough to wear around town and I am wondering how many people buy it just to look “active.”
For my paper, I want to explore the concept of fitness clothing and the customer experience and insights behind it. According to a recently published article on Mainline, it is no longer acceptable for women who care about how they look to wear baggy sweat pants and/or their old college t-shirts to workout. The gym is a social outlet for many women, especially the stay-at-home-mom crowd, so it’s important to them that they look good. In a Minel report on Fitness Clothing, females- in particular women from affluent households- purchasing flattering fitness wear. Sports bras with extra support, figure-flattering materials and cuts, and varied colors translated into higher price points for products. Mintel also found that women from higher-income households sustained the fitness wear segment by purchasing stylish and functional fitness clothing. I am not sure if I want to hone in on Lululemon in particular, or the customer experience of buying and wearing high-end fitness wear. I want to explore WHY women in particular are so attracted to this segment in the current environment and what drives the popularity of these stores. What does this clothing provide, that Target leggings do not? Where is the experience taking place? In the LuLu store? in yoga class? out with friends? (while wearing the clothing of course) I think this will be an interesting customer experience to explore that I can personally connect to.
http://mainlinemedianews.com/articles/2011/02/21/people/flair/doc4d62c2f51083b915667650.txt?viewmode=fullstory
Mintel- Fitness Clothing - US - September 2009
Hey Nicole - First, the only problem with the post is the length. I'm only trying to enforce that to get you all to write more and explore your ideas further. I like the idea for the paper and there are certainly other examples, including Title 9 (corner of 5th & Lamar) and, locally, BettySport (although I'm not even sure if they are still open. I also find it interesting that these clothes have become street-wear as well. And, perhaps that explains why people are willing to spend more. So, I would think that part of your paper will be exploring the insights associated with key segments/personae and then the experiences that are important for them. Let me know if you want to talk more along the way.
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