How Lululemon built a cult following

The clean girl aesthetic, white girl wellness starter pack: matcha in hand, New Balances on feet, slicked back bun in hair, Pilates at 6, brunch with the gals at 8.

And of course, the full Lululemon getup.

Hey, I am not a hater. I fall into my own aesthetic categories, too.

I’m just not willing to spend $300 on activewear.

But maybe I’m the anomaly here. Because Lululemon has a cult-like customer base. And, despite controversies, the brand has maintained impenetrable customer loyalty and global impact to this day.

So, how does an athleisure brand achieve world domination?

Well, as marketers, we know that what we buy is not some thing but, instead, an idea that is embodied by that thing.

'Conceptual consumption' is the notion that we consume goals. And it explains why someone would buy a $145 pair of leggings that are 'yoga-inspired.'

Owning those leggings makes them feel like they care about things like self-improvement and healthy living. And those tie directly into their goals.

This is how Lululemon started—as a yoga-inspired athletic apparel brand.

This included specifically yoga-related gear like mats. But it also included items such as bags, jackets, dresses, and even hats.

A veteran of the surfer-snowboard business named Chip Wilson founded the brand in the 90s. Wilson believed he'd found a 'niche in yoga' in which there was an opportunity to offer functional clothing to those dedicated to the practice.

Their first product was of course, yoga pants. These were made from a mix of nylon and Lycra-synthetic elastic fibres that provided the stretch and softness needed to conquer contortions on the mat. The focus was high quality craftsmanship, functionality and comfort.

Yogis were quick to adopt yoga pants, as they offered a far better alternative to simple cotton leggings.

In the 90s, yoga as a cultural phenomenon had yet to take hold.

However, as this began to shift, so did attention toward the brand.

Lululemon committed to positioning themselves as essential members of this cultural movement. They collaborated with local yoga teachers and fitness professionals to represent their brand. This was opposed to the normal route of getting celebrity endorsements from pop icons and sport stars.

Partnering with yoga professionals created a huge sense of trust and credibility with Lululemon, who had already gained respect from those who had deep roots in the (western) yoga lifestyle.

The brand often used its storefronts to host yoga classes, meditations and other related events.

'It’s so much more than apparel, it’s about people,' former CEO Laurent Potdevin said. 'It’s an investment in people, giving them their best life, personal development and creating an incredible product that allows them to live their life.

Today, a shift in culture has seen a rise in anti-consumerism sentiments.

And with this, hunting for 'dupes' has become a sport for Gen Z.

The hashtag #dupe has racked up billions of views. The term refers to cheaper alternatives to household names or luxury brands. The products aren't considered counterfeits because most don’t make an effort to fake logos of the brand they’re duping.

Of course, Lululemon’s Align Pants, which have something of a cult of their own, have become a largely coveted item.

Lululemon’s Align Pants are also one of the most duped products on TikTok.

So last year, during the peak of the trend, the brand hosted a 'Dupe swap' at its store in Los Angeles. Lululemon encouraged customers to bring their counterfeit Align Pants to trade for the original.

'It felt like a very fun way to step into a cultural conversation,' says Lululemon chief brand officer Nikki Neuburger. 'And part of why we had total confidence doing that is because we really do know our products are the best; and if you try them, we felt folks would have that sensory aha moment.'

Obviously, giving away their pants meant a loss of profit for the company. But it was a huge win when it came to consumer conversations and long-term loyalty.

By embracing dupe fans, Lululemon was banking on all the work it had done around its culture and communities with fitness and yoga resources.

They knew their online and in store classes, relatable brand ambassadors, and high-quality product would outshine dupes. And this would convince people the real deal is better.

According to Lululemon, 50% of people who came to the swap were new customers, and half were under the age of 30. So it was a risky bet that paid off.

THAT’S how you build an athleisure-wearing-army.

Despite the former CEO saying some incredibly problematic sh*t – but that’s a story for another day.

If you want to build your own army, (strictly brand speaking), here are my takeaways:

• Prioritise community. Lululemon's success is deeply rooted in its commitment to building a community around its brand. By hosting yoga classes and collaborating with local yoga teachers, the brand established trust and authenticity. This strategy fostered a strong sense of belonging and loyalty among its customers from the beginning.

• Adapt and innovate. The brand's ability to adapt to cultural shifts, such as the rise of anti-consumerism and the popularity of 'dupes,' shows its innovative approach. The 'Dupe swap' event engaged with a trending cultural conversation and demonstrated confidence in their product quality. This converted new and younger customers while reinforcing long-term brand loyalty.

• Sell the lifestyle. Lululemon effectively capitalised on the idea of 'conceptual consumption.' It sold the dream of health and wellness. By positioning its products as essential to an active lifestyle, Lululemon was able to justify premium pricing and cultivate a devoted customer base.

-Sophie, Writer