When Life Gives You Lemons, Buy Lululemons?
2020 reminds me of at-home workouts and excessive online shopping. For many, learning yoga and completing online workouts provided an escape from being at home day after day. After completing half of the Insanity workouts one month into the first lockdown, I was one of the many who fell into the trap of ordering sportswear. From yoga mats to cute neon scrunchies, workout clothing became the desired fit.
Pre-pandemic, the activewear industry was already experiencing significant growth, as many upcoming brands were joining the market alongside sports giants like Nike and Adidas. Nevertheless, the lockdowns encouraged millions of consumers to buy more and more sportswear.
The pandemic eliminated activities and social outings; stretchy yoga pants, comfortable sports bras, and soft hoodies were the pieces everyone wanted. But how did some brands stand out from others? In the end, all we want are a comfortable pair of sweatpants. Athleisure became a concept not so long ago when it was added to the Merriam Webster Dictionary in 2016. Combining athletic and leisure became the image of some brands, which increased their popularity and, with that, their revenue.
Image credit: Unsplash/Dylan Gillis
Both Lululemon and AloYoga have become popular for introducing athleisure into the market on a grand scale. There are many controversies with these brands. Primarily, these two can sell their leggings for up to $128 and their jackets for up to $230. The athleisure market has also become a luxury industry, targeting only those who can afford these highly-priced sportswear prices. Looking at Nike's prices, a basic pair of regular running leggings start at $55.
What gears buyers towards brands like Lululemon? I conducted a survey and asked 20 AUP students their thoughts on brands such as Lululemon, their consumer behaviors during the lockdowns, and what they think stands out in brands such as these.
These were the results:
Image credit: Canva/Sofia Quintero
The survey data showed that the students who purchased products from high-end yoga sportswear brands came down to their quality, the way they fit, their designs, and the fact that they are a niche brand focusing on yoga. Out of the 20 students that completed the survey, 57% of them get their sportswear from Nike, 21% from Adidas, and the rest included Decathlon and Amazon as their preferred place for sportswear.
After seeing the replies, it was interesting to see that many of the students turned to Lululemon or AloYoga because they saw other people wearing them and became popular. Only 37% of students have always bought from these brands.
Having made over $4 billion in revenue in 2019, Lululemon and other athleisure brands are only expected to grow in the years to come. As working from home becomes the, "new normal", products that are comfortable but can also be dressed have only become more appealing. The athleisure market will definitely be the ones to watch.
