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.

Mon Personnage (My persona - in French!)

Thinking and Feeling

What really counts? Above all, I am most concerned about being happy with my path in life. Also, I think that all aspects of my health, including spiritual health are a very important part of my core. If I do not feel happy and healthy, then I am unable to achieve my highest potential. My achievements (high GPA, running half-marathon, or even simple things such as achieving a certain yoga pose) are an important part of what counts in my life. Equally or more important is maintaining close relationships with all of my friends and family. Both of these groups are my biggest support systems. I rely on my closest friends and my sister and parents for support whenever needed. I want to move back home to my hometown in a few years to settle down and be near my family. Also, respect for the environment is important to my well-being. Overall, what really counts is a balance between friends, family, school, work, exercise, and an enjoyment of my surroundings. 

Major preoccupations? Currently, as an MPA student, my major preoccupations concern securing an internship for the Spring 2012. Other educational preoccupations include maintaining a good academic record (high GPA) and staying involved- community service.
In my free time, my major preoccupations include cooking, reading, and exercising. I especially enjoy being outdoors either hiking or running. I am curious about science so I read National Geographic and I also have an interest in fashion and enjoy reading my monthly subscription of Vogue. I am also preoccupied with having fun with my friends (6th street, concerts, festivals, town lake), meeting guys, and enjoying my last year as a true college undergrad. My digital camera is always present to capture the events. 

Worries & aspirations? I currently have a few worries, which I am trying not to focus on. I am too young for worries! I worry about securing a job and being able to support myself when I graduate as well as pay off my student loans. I aspire to be a successful businesswoman and to have the opportunity to change the world- in many senses. I also look forward to having a family of my own- one day!

Seeing

Environment? When I look out into my own environment, I am typically looking for ways to improve myself, my surroundings, or the well-being of others. I see things that are good for the health of the planet (sustainable living) and for the health of people. I want to purchase organic foods and objects made out of recycled materials or in a sustainable manner. I also see things that represent comfort- soft materials, comfy places to sit and relax, and comfortable/ homey/ “warm” places to eat. 

Friends? I enjoy the company of my friends more than anything. I strive to keep in close contact with my old friends from home by calling/texting and or “Facebooking” them every once in a while. Of course there are a few who I talk to on the phone once every two weeks.  I have made some very close friends in college who I have learned so much from and have been my support base these past 4 years. We enjoy spending time together hanging out, watching movies, eating out, and “going out.”

What market the offers? To be honest, I have a hard time keeping up with what the market offers...it offers too much these days! I rely on word of mouth and the Internet to find out about the latest and greatest. For high priced items, I stick to brands I have used before and researched a bit.

Actions and Words

Attitude in public? I am very friendly and I have no reservations being sociable with people I do not know. I tend to be more patient in public than I may be with my family and friends. I hardly ever walk around listening to my I-pod. I feel like if I do, I'll miss out on the world.

Appearance? I care about my appearance and try to look appropriate for all situations. I find myself leaning towards some trends for my nicer clothes, but typically stick to classics that I feel will last a while. I dress pretty casually for class (sporty t-shirt and shorts in the summer), but amp it up when I go out on the town. I love higher end discount stores because I thrive on finding deals! 

Behavior towards others? I open up pretty easily and enjoy meeting new people. I am pretty conscious about others feelings and find myself trying to comfort anyone who might need it. I don’t always tell people if I am upset with them and typically do not hold grudges. I am afraid being on someone’s “bad side” and I avoid it at all costs. I seek out those who make me laugh and smile a lot in the company of others. 

Hearing

What friends say? Friends say anything to make you feel better about yourself. Friends don’t always “say”, they often are there to listen. 

What bosses say? Bosses give you direction to figure things out on your own, but as I student I do not have much experience with bosses.   

What influencers say? Influencers, whomever they may be, say things in a general sense. I feel as if they (celebrities, politicians, religious leaders) say things that apply to the masses.I try to find personal meaning.

Pains

Fears? I fear taking risks (hence why I dropped my Finance major). However, I am always trying to push fears out of my mind. 

Frustrations? I become internally frustrated with challenges to fulfilling personal goals or externally by small nuisances such as traffic. On that note, I wish there was better public transportation in the U.S.

Obstacles? I want to think that there are no obstacles to achieving what I want. I believe there is a way to get over anything. Fear of.......seems to be the biggest obstacle that could get in my way.

Gains

Wants/needs?  I want to lead a balanced life. I want to feel comforted, but also be forced to go beyond my comfort zone. I want to have enough money to travel the world and enjoy the cultures and sights it has to offer. I want to be able to give to those in need.

Measures of success? Most importantly, happiness is the biggest measure of success. This includes but is not limited to having loving friends and family.  I am not afraid to throw in money or making a positive difference in the lives of others. Helping others is key to one’s own success. 

Obstacles? Not finding a good enough job or the "right" place to settle.