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3 Key Reasons Why Lululemon Is So Expensive! (2021 Update)

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If you wonder why is Lululemon so expensive, this article has the most comprehensive answer for you.

First, you're right, Lululemon is one of the most expensive athleisure brands in the world, right now.

In fact, the label is more expensive than luxury labels operating in the athleisure market, such as Fenty PUMA, Tory Sport, and Versace Gym.

To top it up, Lululemon's most expensive pieces such as limited edition hoodies, pants, and jackets are often reaching prices of up to £1500, on sites like eBay.

So, Why is Lululemon so Expensive?

Lululemon has become one of the most expensive athleisure brands in the world by using, to perfection, three simple ingredients:

1. Media scandals
2. 'Cult-like' following/brand image
3. Constant innovation

In this article, I'll go beyond the Reddit rumor mill and detail these 3 strategies, and show you how they create Lululemon's popular brand image and high price tag.

1. Clever Media Scandals

There's a saying that "any scandal is good, as long as it creates publicity".

This saying worked wonders for Lululemon's brand image, and here is why.

In its early days, the brand received a lot of media attention, arguably not for the right reason.

It all started with Chip Wilson's (brand founder) 'tongue-in-cheek' comments about women's bodies...

... and 'controversial' views on child labor.

But, later on, marketing analysts noticed that these comments were always carefully crafted and placed.

It was these intentional media scandals that helped Lululemon gain media attention fast, and when it needed the most; at the beginning, when the label had no money for marketing and advertising.

But, there are always two (at least) opinions of the same problem, more obvious than ever in the current American political turmoil.

Similarly, in the case of Lululemon, the media coverage translated in a lot of criticism but also a lot of fans.

Above all, it resulted in a lot of FREE brand coverage, on national and international television, and thus, global brand recognition.

The final result, counterintuitive to many, concretized in high product demand and crazy sales.

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