Lulu- WHAT?

             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

Whole Foods, Whole Customer

 I can’t think of a better place than Whole Foods to describe a meaningful customer experience.  Each and every time I enter those sliding glass doors I experience something totally new, and totally fantastic.  I shop at Whole Foods on many different occasions throughout the year.  Really, I hesitate to use the word “shop” because when I venture into Whole Foods I do way more than just shop. Webster’s dictionary defines shopping as: “to examine goods or services with intent to buy.” Thinking about it in this context, shopping is what I do at Randalls and HEB. I go there to buy and nothing more.  On the other hand, sometimes I go to Whole Foods for no reason at all. For me, Whole Foods is more than a place to shop.

            Whole Foods is an adventure and I am the explorer. When I venture to Whole Foods, I typically walk down every single aisle. I come sans grocery list and explore with my eyes, ears, hands and most importantly, my mouth. I am awed by the vast array of cheeses, mountains of fresh fruits, rows of specialty strawberry jams, chunks of dark chocolate, and displays of gourmet premade foods. I smell bags of coffee, examine labels of healthy chips, try natural lotions, taste crispy cookies and drink wine samplers. If I find something intriguing, I throw it in the cart. No harm in trying something new! Whole Foods provides the ultimate customer experience, offering a pleasurable, captivating, sensory shopping environment and most importantly unmatched customer service.

            The employees at Whole Foods have the ability to assess the customer’s real need and that is just what Angela did for me one warm September day.  I was on the way home from running at Town Lake when I realized I forgot to pick up the ingredients for the chicken I was making for our house potluck. I was already late, forgot my phone at home, and had no idea what the heck went into “Chicken Marbella.” Sure, Mom has made it plenty, but I couldn’t remember exactly what I needed. We barely had olive oil stocked at our typical college house….let alone pitted prunes and whatever other crazy ingredients the chicken called for. Without phone or any other means of communication to call my Mom for the recipe, I figured it wouldn’t hurt to ask the customer service representative to look up the recipe for me. Lo and behold, this simple question turned into an experience I will never forget.

            Angela proceeded to print out the recipe from Whole Foods’ own recipe book online. Then, she asked me if I wanted any help finding the ingredients. “Well sure!” I proclaimed! My own personal shopper! Could this really be happening? I was overwhelmed with excitement. Angela made sure she knew where to find each ingredient in the store and then we headed to the aisles. She picked out the more tender chicken, best cooking wine; the hidden no sugar added canned prunes, and all of the other ingredients. She explained the benefits of each ingredient- what it added to the chicken etc. By the end of this unbelievable customer experience, I was awestruck. I can truly say that at Whole Foods, they pay just as much attention to the customer as they do the food. Although at Whole Foods I pay more and sometimes buy more than I should, it pays off in happiness and satisfaction.

            It might help to break apart the experience in terms of the customer framework. SENSE marketing at Whole Foods is overwhelming. Shopping at WF is quite a sensory experience. I can see, smell, touch, taste almost anything and the displays are a sight for sore eyes. My sensory experiences motivate me to buy things I normally wouldn’t and gave me a real feel for what I was purchasing before I ever unwrapped it in the kitchen. FEEL marketing applies closely to my Whole Foods experience. As stated above, I have feelings and moods linked to shopping at Whole Foods. I feel happy, intrigued, elated, overwhelmed, energized, and healthy. When leaving, I always feel satisfied that I purchased the best tasting and healthiest foods in Austin. I feel excited when I walk through doors and I felt “special” and cared for as the customer service rep. shopped with me throughout the store. I felt connected to the Whole Foods brand. I felt like it was a part of me. THINK marketing wasn’t as strong during my WF customer experience. I didn’t exactly have to do much thinking or solve any brain racking problems. My mind was stimulated though, but not in the 4*365 = 1460 type of way. Angela did all the thinking for me! However, I was thinking about all the different ways I could use my fresh Garlic Red-Pepper Hummus.

            WF definitely engages in ACT marketing. WF stands for and promotes a healthy lifestyle and I felt it throughout the entire shopping experience. Through the promotion of organic, fresh, high quality foods, WF engages the customer in eating healthy and caring about the things he/she puts into his body. I can honestly say that going to WF makes me want to lead a better, more “holistic” lifestyle. I am now more motivated to cook instead of eating out. Angela’s customer service definitely influenced me to come back and shop at Whole Foods and spread the word of the WF brand to family and friends. The WF brand helps me RELATE to the unique Austin culture centered on living a healthy lifestyle and sustainable living. By selling locally made foods and featuring local farms, Whole Foods helps me relate to the local customer. In the end, it is obvious Whole Foods cares about the Whole Customer. They not only care about the food you eat, but how you eat it, and how you feel and the whole experience of buying food.