lululemon lovers buy into healthy lifestyle

For a relatively small but growing fitness fanatic, a glimpse of the brand of Lululemon athlebrand is a sign.
Running under a different neon sign
Striped hoodie or see cooperation
The worker packed the lunch in the same red shopping bag containing the company Declaration --
\"Friends are more important than money\" and \"take a deep breath \"--
Both signs indicate that the two men began to enter the same tribe, a tribe that worships a healthy life --
Woven community and colorful sportswear.
Loyal followers of the company like the fanatic Star chasers.
24-said: \"Once you go to ruolimon, you will never go back again . \"year-
Olitasha katapal from Valencia, California
\"That\'s why I started working out again,\" said 40-year-old Anna Ferguson, a finance officer at a small company in Greensboro, New York. C.
\"The product will also let you think of\" month-year-
Natalie handali, a junior at Penn State University
Note: Memories of yoga pants Lululemon ~
Reveal the story too: 9 of the most successful retail stores in USAAs bricks-and-
Mortar retailers are still a bit faltering in the economic recovery process, trying to attract more and more shoppers who are turning to digital channels, and Lululemon has barely missed a step on the road to success.
It has reached a sweet spot with a coupon.
Crazy budget
Tired consumers, have come up with a way to achieve a consistent, thriving success that doesn\'t involve discounts, attracting customers who just want to hang out in the store.
This week, however, Lululemon (LULU)
Find yourself dealing with a rare mistake.
On Monday, the company issued a statement saying that a batch of black \"lu en\" trousers of the company --
Elastic bottom made of nylon and Leica elastic fiber-
Earlier this month, the popular store has been pulled out since lulululemon found the fabric too pure.
This affects about 17% of women.
This style of trousers costs $70 to $100.
The company expects a shortage in the near future.
\"This incident is not the result of a change in the quality of the manufacturer or ingredients,\" the company said in a press release . \".
\"We are working closely with them to find out what happened during the production of this fabric.
\"After the news, the company\'s shares suffered a heavy blow, fell more than 5% earlier on Tuesday, but closed down 2. 8%.
The news is the fourth time in Lumont.
Quarterly earnings were released on Thursday, but Christian Buss, an analyst at credit tracking-
Credit Suisse said the problem will not be close
Long-term profitability. .
\"But in the long run, we have to ask if they are diluting their relationship with core customers,\" he said . \".
Buss pointed out that this is the fourth product problem the company has encountered in the past year, during which it has also dealt with bathing suits and some brightly colored products as well as color problemsbleeding.
\"They take more risks (
By placing larger inventory orders)
This caused some quality problems.
Control problems, \"said Bath.
This flow is unusual for a company that has been successfully climbing otherwise.
211 stores in Lululemon-
178 of them are in the United States. S. and Canada —
Ranked third in the list of the most productive chain stores in 2012 by research and consulting firm sailsail, after Apple and Tiffany.
Its stores sell for nearly $2,000 per square foot, with an average price of $5.
5 million per year.
But for lulullemon, sales are just a part of a brand, just as important as selling a lifestyle. \"The No.
\"The goal is to really build a healthy community,\" said CEO Christine Day . \". The company —
Female yoga and fitness enthusiasts at the beginning
From offering free yoga at the store, to helping brand ambassadors start their fitness career, to sponsoring half
Marathon in its hometown of Vancouver. C.
This is the second time in August.
\"They are selling brand logos,\" Bass said . \"
\"The previous retail model was that it was cool to come here if you bought our products.
The model Lululemon is trying to build is that you are cool and we will be your best partner for yourself.
This makes retail a trend.
\"Walking into the lululullemon store, customers are welcomed by warm and friendly staff, be it attitude or clothing.
They often decorate their heads. to-
Toe ulemon gear, like a pair of bright blue leggings with slippers or soft yellow --
Striped vest with pink sports bra strap.
Your eyes are attracted to persistent organic pollutants of color, and almost all products have --
It\'s usually black, but it\'s also Peach, turquoise, yellow, orange, mint green or any other color. (
Brands often rotate products and colors, so nothing is there for a long time. )
Thanks to the brand\'s yoga roots, most of each store is dedicated to elastic leggings and tops.
A whole wall of the store is equipped with yoga leggings shelves of various lengths, fabrics, colors and patterns.
Lululemmon calls them \"wunder unders\" and they are one of the brand\'s signature products and the best --seller.
Any display that occupies the floor space is on the wheel, so when the store is holding yoga classes on the weekend, they can be pushed aside.
The community council provides customers with information on local yoga studios and running clubs, as well as employees who have achieved their goals
Set up workshops and post their wishes on the store wall for anyone to read.
\"It\'s really a fitness and Conversation Center,\" Day said . \".
Before the opening of lulullemon, it will send employees to start recruiting ambassadors and develop contacts with the community, and sometimes cultivate new relationships for many years before starting full cooperation. fledged store.
During this time, it will open the showroom and only open for a few days a week, offering yoga classes and limited product options to introduce the brand concept.
Lulululemon was basically established as a semi-yoga studio and a semi-clothing store.
Founder Chip Wilson opened his first showroom in Vancouver. C.
On 1998, the local yoga community was invited to try out the products he was developing to allow them to participate in the free evening lessons held in the studio above the storefront.
Wilson is now chairman of the board and the company continues the model he started.
Every year, employees in each store select five to eight community ambassadors to represent the brand and provide feedback on new products.
Customers can do the same when shopping, store staff-
Or the request of \"educator\" lulululemon --
Write a suggestion on the blackboard posted near the fitting room.
The store sells interesting and colorful fitness equipment, which is very comfortable to all customers.
More than half of it is designed for yoga, and almost all yoga is made of a mixture of elastic sweat
Nylon and elastic fibers.
The company created almost every product from two fabric blends: one is the \"luon\" they created, and the other is a mixture of 87% nylon and 13% Leica elastic fibers;
The more resilient \"luxtreme\" lifts the elastic fiber portion of Leka to 23%.
The price of the custom sports bra ranges from $40 to $70, and the price of the hoodie and jacket is usually more than $100.
But that doesn\'t stop Lulu. lovers.
Handali admitted the store was \"expensive\" but she kept going back because I knew I would get quality products and I knew when I wanted to wear yoga leggings or custom sports bra, this is my first thing.
\"As Ferguson said, it is helpful to have simple and lovely clothes.
That\'s why she worked out again.
In 2011, she went to the store for the first time with her sister, who persuaded her to try on some clothes.
She was very excited about what she bought, so she was persuaded to start running.
Now she has lost 15 pounds five days a week.
She said: \"Although it sounds shallow, I have a lovely dress to wear, so I have to exercise to wear my lovely clothes.
\"Transformation attracts a product that inspires a new way of life, a strategy that resonates with consumers, but fitness brands like Nike, Under Armour or lululullemon are often easier to say, brand expert Eric Gustafsson. Why?
\"They offer hope for change,\" he said . \"
They make customers feel like they are part of the team.
Since Lululemon entered the market, competitors have seized the opportunity to serve niche consumers selected for niche ulemon.
\"As a real yoga brand, I don\'t think anyone is aware of the power of this,\" said Gustafsen . \".
\"They are used to a way of life.
Building relationships with people and communities can be the most powerful thing you can do to build a brand.
\"Others are also trying to tap into this woman --
A world centered on sportswear like Lucy and Athleta.
Athleta, owned by Gap, opened its first store in 2011 after operating as a directory
Only 12 years of business, even with its own ambassador version, called sponsored athletes, sent customers out of the store in reusable bags.
Its stores offer yoga classes and running clubs every week, with brands sponsoring a range of competitions.
Nevertheless, Buss said that given the time and commitment the company has invested in the community and its customers, it is difficult for lulullemon to replicate.
Ambassadors and showrooms \"help drive excitement and words --of-
\"You can\'t buy this new concept in a normal shopping mall, which has caused a lot of buzz,\" he said . \".
\"It gives you insider information when you buy a product.
Buss said: \"Despite the competitors, lululullemon has an advantage in entering the market first.
\"This is a rise-
\"This is a trend because sportswear is one of the few growth categories in women\'s clothing,\" he said . \".
\"This is a big advantage for lulullemon, because they are the initiator of this market.
\"In a highly competitive retail environment, Lululemon also relies entirely on word-of-
Word of mouth advertising.
This strategy is of great help to increase sales.
The company has released double
In the past two years, sales have been growing every quarter. Though fourth-
2012 quarter results will be announced on Thursday, is expected to remain high after the holiday slowdown.
The third quarter ended December.
2012, the company has the same
Store sales increased by 18%.
The growth rate of 2013 is expected to be higher.
The company plans to launch in 15 new markets over the next two years, including more exhibition halls in London and a store in Hong Kong.
Lulululemon is also expanding its men\'s wear range, which currently accounts for 12% of the store, and has launched a standalone store concept called Ivivva for young girls.
Launched last summer, Ivivva now has five showrooms in New York, Boston, Chicago, Seattle and Los Angeles.
On January, Day was awarded the title of international retailer of the year at the annual National Retail Federation conference in New York City, joining the ranks of large retailers
International retailers such as Burberry and Zara are recommended.
Mike Gatti, senior vice president of NRF member relations, said she was selected because of the company culture of Lululemon.
\"If I say that there is a superpower in lulululemon, it is participation,\" Day said . \".
\"We are not afraid to have fun, not afraid to laugh, not afraid to represent anything, not afraid to create dialogue.
Our gym clothes for women are the medium for people to live the life they like.
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