Since its establishment in 1988 in Vancouver, Canada, Lululemon has grown to encompass over 491 locations. It exclusively sold women's clothing at first, but as it gained popularity, it expanded to sell men's clothing as well.

Chip Wilson, the company's creator, created Lululemon in response to his dissatisfaction with the sportswear and uncomfortable, subpar textiles available at the time (Hailey). The Align yoga range from Lululemon includes leggings, bras, and tank tops. New clothing collections and their experimentation with new hues have increased and maintained their appeal throughout time.

While Lululemon is well renowned for its high-quality items, they are also well known for its affordable prices. Some would claim that it is overly expensive, while others might counter that it is set at a fair price given the caliber of their goods. The manufacturer claims that the amount of expensive machinery used throughout the manufacturing process is the cause of their high price. Each one costs tens of thousands of dollars, and a product typically undergoes 13 to 15 tests during testing. Is it set at a reasonable price, though, despite all the pricey equipment and numerous tests?

So I compared the prices of leggings to another well-known brand, Nike. Based on the US website (June 14th, 2022), the price range of Nike’s women’s leggings was from 45 dollars to 150 dollars. And for Lululemon, its price range was the lowest at 88 dollars and the highest at 128 dollars. Although Lululemon’s cheapest product was near twice the amount of Nike’s cheapest one, there was a gap between the most expensive products of Lululemon and Nike. 

You might wonder why consumers still buy Lululemon items given that they are aware of their costs. The Lululemon logo is a recognizable brand with sufficient brand equity in the public eye, much like any other premium brand (Hailey). To feel a part of the Lululemon community and to gain brand awareness, customers pay for Lululemon items.
 

윤해민 강남포스트 학생기자  webmaster@ignnews.kr

<저작권자 © 강남포스트, 무단 전재 및 재배포 금지>