Psychological Factors Influencing Lululemon's Success

Lululemon was founded in Vancouver, Canada in 1998; as of October 2015 they have 354 stores worldwide, making them on of the biggest retailors to solely focus on athletic wear clothing. Their most popular product are their leggings. Created for health conscious yogis, Lululemon prides themselves in creating high-quality products for men and women who live a health focused lifestyle. Lululemon is famous for giving environmentally friendly red and white reusable bags after a purchase and providing the highest quality for their clientele. They also practice social responsibility when they screen their vendors to make sure they have the same environmental and social standards as them ().By examining the main social forces, consumer behavior, and

For example, lifestyle is one the major psychological factors that pushes the organization’s strategy. Lululemon wanted to create a “community hub where people could learn and discuss the physical aspects of healthy living, mindfulness and living a life of possibility”. Customers buy high end ‘lulu’ leggings to be part of the self-transformation movement lifestyle. The clienteles who purchase Lululemon’s leggings also perceive them to be of higher quality, thus don’t mind spending more if they receive better quality in return. Overall these psychological factors make Lululemon a popular exclusive brand that promotes the idea of a better lifestyle, this consumer behavior has helped Lululemon become more known with many sociocultural influences. With the increase of yoga and social media throughout the years, Lululemon is presented as a staple for yogi’s and athletes online and in person. Yoga instructors teach classes, pose in Instagram photos, and participate in self-exploration experiences all while wearing Lululemon leggings. This sparks the interest of consumers new to the lifestyle who view this as an influence to buy a pair. Lululemon also have a loyal clientele base that rave about the quality and comfort that come with buying a pair of Lululemon leggings. With the popularity, and the higher cost, many see buying a pair of leggings as

Lululemon geographics have expanded into Asia, Africa, Europe, and have densified in North America with new openings of stores. The companies’ demographics have also expanded. Previously only focused on yogi’s, Lululemon is now focused on any one who sweats and is interested in athletic wear and the lifestyle it promotes. Lululemon also offers the same quality leggings to men and young females; one of Lululemon’s biggest market segmentation moments was when they opened their sister store Ivivva to market the same product to a younger female audience. However, they are still fixed on offering their products at a higher cost, meaning only customers who have money for discretionary products can purchase them; the high exclusiveness and quality has created a loyal fan base. The organization also continues to segment themselves as a leader in the health conscious market, promoting the better lifestyle with yoga ambassadors. With the rise of people being aware of their bodies, Lululemon fits perfectly into the new