Why is Lululemon so expensive? (11 reasons)
Lululemon is a well-known brand in the sportswear world. It is known for its comfortable, flattering clothing, but also for being expensive.
While some consumers think its premium products are reasonably priced, others wonder why Lululemon’s prices are so high. If you’re wondering, read on for 11 reasons why!
Why is Lululemon so expensive?
1. Lululemon uses high-quality fabrics
Lululemon is known for using high-quality materials for comfort and functionality. Lululemon’s fabric technology has put a lot of effort and research into it.
The fabrics used in the company’s apparel include Luxtreme, Everlux, Nulux, Nulu and Luon. Many of these fabrics are combined in unique ways to target specific activities.
For example, Luon fabric is ideal for yoga because it is highly flexible, breathable and soft, but does not stretch.
Luxtreme, on the other hand, is designed for high-intensity activities like running or CrossFit.
It has a lightweight yet sturdy feel and is highly breathable, making it an excellent choice for sweat-wicking workouts.
2. Clothes are durable
Lululemon clothing isn’t fast fashion, and its prices reflect that. So, if you’ve ever owned a pair of pants or leggings, you probably know how long they last.
With regular washing and weekly wear, Lululemon Leggings and Pants can last 2-5 years, and even longer with proper care.
So, while the price may be higher, you can get a lot of use out of Lululemon clothing.
3. Dress comfortably
The combination of high-quality fabrics, meticulous design and functionality makes Lululemon’s clothes extremely comfortable.
People pay for comfort, and companies know that. When you’re wearing a pair of very comfortable leggings, you’ll probably want to wear them again and again.
It’s common to hear people rave about the comfort of Lululemon clothing.
Consumer satisfaction and word of mouth have worked wonders for Lululemon’s sales. When demand and reputation are high, costs tend to reflect this.
4. Lululemon is a lifestyle brand
Sportswear is not a new concept. However, many companies have tried and failed to get into this space.
What sets Lululemon apart and contributes to its success is its reputation as a lifestyle brand.
Consumers not only pay for a piece of clothing, they also buy the image the company creates.
Through social media and marketing, Lululemon has developed a certain brand. The company combines active, healthy lifestyles with comfortable luxury leisure brands.
Consumers, especially millennials, are interested. While buyers may love these garments, they are also paying for the lifestyle and prestige that the Lululemon brand brings.
5. The company has a strong marketing campaign
Through extensive research, Lululemon has identified its target audience and launched a strong marketing campaign.
Marketing strategists use everything from in-store events, pop-up booths, and motivational quotes to build a solid social media presence.
These help brands connect with consumers and build their reputation.
The target audience for Lululemon was originally young adult women who are busy with the responsibilities of life but also want to stay healthy and active.
As a result, Lululemon has become synonymous with women’s yoga and sportswear.
However, the company is constantly adjusting and expanding its marketing. Lululemon now also has menswear and is targeting a male audience.
6. Media scandals make a splash
Chip Wilson, Lululemon’s brand founder, made some controversial remarks in the media. Clashes with the CEO led to his eventual resignation as chairman.
However, as the saying goes, “any publicity is good publicity”. Despite the negative press, the controversy may have contributed to Lululemon’s overall reputation.
7. Lululemon is relatively expensive to produce
Lululemon spends a lot of money on production costs. As it increases costs for the company, it pushes up clothing prices.
These production costs include the expensive machinery used to make the garments. Lululemon also has research, marketing and quality assurance teams.
In addition to manufacturing, there is a lot of work to be done in the creation of products. While all companies have multiple costs, Lululemon is known for spending more in these other areas.
8. Lululemon invests in R&D
Lululemon is an innovative company dedicated to finding new ways to create comfortable, functional activewear.
In 2013, the company opened Whitespace, a laboratory for scientists to study body movement to develop better products.
In addition, Lululemon invests in material alternatives, such as dyes made from plant waste and lab-grown leather.
These investments require capital, which will drive up Lululemon’s price.
9. Clothing is only available in Lululemon stores or on the website
Lululemon is only sold in the company’s stores and on its website. Since the company has complete control over the sale of the product, they also control the price.
Overall, this gives Lululemon exclusivity over the product and allows them to sell their apparel at higher prices.
10. Offer only minimal discounts
Lululemon has no official sales and usually doesn’t offer deep discounts. In fact, 95% of the company’s products are sold at full price.
However, markdowns can be found in the We Made Too Much section in stores and online.
Overall, this teaches consumers not to wait or expect sales to buy what they want.
11. Lululemon uses a scarcity strategy
Using scarcity is a common marketing tactic in the retail world.
Lululemon avoids backlogs on shelves due to an endless supply of products.
Instead, the company uses a limited supply to encourage buyers to buy now. Buyers are often willing to pay higher prices because they worry about running out of items.
To learn more, you can also read our post on Lululemon Lab, which sells Lululemon gift cards, and why Lululemon is so popular.
in conclusion
Lululemon clothing is known for being trendy and expensive. Its high cost is partly due to the clothes’ quality fabrics, durability and comfort. Strong marketing tactics like exclusivity and scarcity also affect its price.
Lululemon is an established lifestyle brand. While it might not be worth the high price for some, the company has a loyal following willing to pay top dollar for its products.
