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Lululemon Athletica charges about $20 more for a pair of basic yoga pants than Gap Inc.'s Athleta simply because it knows women will pay for the brand.

Lululemon's $98 pair looks almost exactly like Athleta's $79 pants. T he materials, a mixture of nylon and Lycra, are also the same.

The Lululemon "Groove" pants are made of the brand's own patented "Full On Luon," which is 81% percent nylon and 19% Lycra.

Athleta also makes its yoga pants with its own patented material - called Pilayo - which is 88% nylon and 12% Lycra.

Both are advertised as stretchy, breathable, and moisture-wicking.

The only real difference we found between the two pairs of pants is that Lululemon's has a hidden waistband pocket. So is that pocket worth $20?

Probably not, which has led some analysts to wonder whether Lululemon can keep its prices so high as the yoga apparel market gets increasingly crowded.

"Our biggest concern [with Lululemon's business] lies with the flood of new competition," Morningstar analyst Bridget Weishaar wrote in a recent research note. "With few barriers to entry and new, well-capitalized entrants possessing the capability to innovate and grow quickly, we think pricing pressure will increase."

Nike, Under Armour and Reebok sell comparable yoga pants for $95, $59.99, and $38, respectively. Nike's pants are 86% nylon and 14% spandex, Under Armour's are a mixture of nylon and elastane, and Reebok's are 90% cotton and 10% spandex.

Nike/Lululemon/Athleta/Under Armour
Lululemon has long had a loyal following that has helped the company fend off the pressures of growing competition. But that loyalty has begun to erode, according Weishaar.

"Lulu has now fallen victim to its success," she wrote. "With yoga increasing in popularity, active-wear commanding some of the best pricing premiums in the apparel space, and athletic garb increasingly worn for purposes other than exercise, the formerly niche market has become mainstream, and competition is flooding the space.

"Add to that a diverse array of company-specific challenges including supply-chain management, brand image, and management troubles, and we have the perfect storm pressuring stock performance."

Lululemon suffered a huge blow in March of last year when it had to recall 17% of its pants for being too sheer. Since then, its market value has shrunk from $10 billion to $6 billion.

Spelling more trouble for the company, customer reviews for Lululemon's basic yoga pant - the "Groove" - have turned increasingly sour. On Lululemon's website, the pants have three stars out of five based on hundreds of customer reviews. Athleta's pants, by comparison, have a customer rating of 4.3 stars out of five.

In the most recent reviews for the Lululemon pants, a majority of customers complained that the material feels cheaper than the brand's original yoga pant, and several said their pants are see-through and have begun pilling.

"They are SEE-THROUGH. As in I could see my purple underwear through them perfectly. And no I wasn't wearing a small size and no I would not suggest sizing up because then these pants would fall off," wrote one reviewer. "For the money one pays for these pants, you'd expect better quality!"

Another reviewer lamented, "They are so comfy but are pilling like crazy," while a third said, "I found they stretched out in the waist and hips and crotch area to the point they're unwearable in public."

A fourth customer wrote, "They are thinner than my last pair, have pilled all in the thighs and stretch out when I wear them! ...I feel like I wasted my money."

Unfortunately for those unhappy customers, the retailer doesn't accept any returns after two weeks, and only accepts merchandise with original tags that has never been worn. Athleta, on the other hand, accepts returns at any time, even if the items have been worn.

"With so many options out there, we think Lululemon will be forced to keep its prices in a competitive range or to justify higher prices with a technically differentiated product," Weishaar wrote.

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Lululemon's Pants Aren't Worth That Much More Than The Competition

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Lululemon Athletica charges about $20 more for a pair of basic yoga pants than Gap Inc.'s Athleta simply because it knows women will pay for the brand. Lululemon's $98 pair looks almost exactly like Athleta's $79 pants. T he materials, a mixture of nylon and Lycra, are also the same.

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https://www.thecoldwire.com/why-is-lululemon-so-expensive/

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By Janet Jacobs @janetjacobs1919

Lululemon is one of the most expensive athleisure brands in the market today.

It was founded in 1998 by Chip Wilson when he noted that women's sportswear at the time was made of fabric that was neither comfortable nor suitable for exercise and movement.

However, the question remains, why are its products more costly than similar ones from other brands?

Also, why are consumers willing to part with a small fortune just to own several of these products?

This article addresses these questions.

Why Is Lululemon So Expensive? (Top 14 Reasons)

Lululemon stocks a wide variety of activewear, from leggings to sports bras and jackets that typically range from $90 to $130.

The following are some of the reasons this brand's products are so highly priced.

1. High Cost Of Production

Expensive machines and fabric developing techniques are used in the manufacture of Lululemon apparel.

The company also puts the manufactured products through thorough product testing and quality control to ensure it offers high-quality items to its clients.

The vice president of global product quality once reported that they run 13 to 15 product tests before they proceed with manufacture and that every single fabric has to be tested before leaving the manufacturing facility.

Some of the factors to consider for cost during the entire production process are the price of machines and their maintenance and the human resources required throughout the process.

The machines used must be quality machines and top of the line.

The machines will also, of course, need technicians who operate and maintain them from time to time, which leads to salary expenses.

Each company will also have a large team of executives and different departments.

Just think of the managers, sales teams, marketing teams, procurement teams, and customer support teams.

These teams also require salaries.

On top of all this, the company does not run its own manufacturing facilities and thus outsources production to facilities in Asian countries.

Therefore, there is an added cost for the transport of apparel to the respective stores once production is complete.

Products that are expensive to make are consequently just as costly to purchase since the company has to realize profits.

All expenses are usually taken into account so that the company can achieve a break-even point and also make a profit.

2. Research And Constant Innovation

Lululemon continually tries to improve its products and upgrade its apparel.

To achieve this, it has to put together an enthusiastic team of design experts and market research teams to experiment on all kinds of clients, materials, and fabrics to constantly come up with better quality products and keep up with current trends.

The irony is that research should delve deeper into making processes and products efficiently to manage costs.

The company invests a lot of money in research to ultimately improve its functionality, performance, comfort, and style.

It has a lab in Vancouver, Canada, known as the Whitespace lab, which serves this purpose.

This facility is equipped with high-quality exercise machines, humidity-controlled chambers, and dunk pools for running these experiments and coming up with superior items.

As a rule of thumb, to do something new and maintain constant innovation, you have to push the boundaries of technology, reach advanced energies, acquire extremely high precision, increase durability, and make computational tasks more sophisticated.

This means that the tools and machines to achieve such daunting tasks can be pretty expensive to run and operate.

For Lululemon to stay ahead of its competitors, it means they have to spend millions of dollars for research.

The machines are operated by research personnel who also need to be compensated

Research is a labor-intensive activity that calls for highly educated, skilled, and experienced workers to whom you cannot pay minimum wages.

Now, if you were to multiply a team of 20 researchers by their annual salaries, you would quickly stack up millions of dollars.

The end products thus become considerably pricey since the sale of their products has to cover the expenditures at the lab.

They also offer discounted products for R&D athletic members.

This is another factor they consider while costing their products.

3. Quality Fabric

Lululemon strives to make clothes that individuals can comfortably wear while exercising, stretching, or even carrying out day-to-day activities.

It strives to use quality fabric that is elastic, breathable, does not easily fade after several washes, and does not pill.

Therefore, it invests a lot of money in carrying out experiments to improve these fabrics.

It uses various fabrics such as nulu, nylon, everlus, and lycra, depending on the purpose of the product being manufactured.

However, it mainly uses one known as luon, a combination of 86% nylon and 14% lycra, which they import from Taiwan.

The fabric is meant to wick away moisture when you sweat as you work out.

Products such as luon pants are made by Eclat Textile Co. in Taiwan.

They use special yarn techniques for fabric development and even claim that they had to synthesize fabric in 55 different ways before they eventually developed their current one.

The majority of people who have purchased these products attest to the durability and performance of these clothes.

Higher quality materials, however, translate to more expensive products.

4. Exclusive Retail

Lululemon almost entirely sells its merchandise through its physical stores or its official online store, Lululemon.com.

Exclusive retailing benefits the brand in various ways, such as:

It ensures product authenticity. Therefore, customers can be sure that they are getting legitimate items from Lululemon's own sites.

It eliminates competitive influence. When consumers visit these sites and stores looking for a particular item, they do not have the option to purchase from other brands since they only stock Lululemon products.

It prevents its products from being sold on clearance racks at department stores, thus enabling the brand to uphold its high prices constantly.

It limits the accessibility of products to consumers and thus generates competition to acquire the products, increasing product demand, and value.

This translates to costs incurred while creating and maintaining these physical and online stores in terms of staff, branding, advertising, and security.

We also have to consider that the business is an empire that runs its services internationally.

Coordinating such a large retail network is no mean feat and definitely requires a lot of money.

5. Scarcity Model

Lululemon typically produces a limited quantity of a certain item.

This, in turn, results in higher competition among consumers to acquire the products once they are released in the market.

Producing a finite number of items keeps the demand higher than the supply, which warrants an increase in product prices as they are now considered scarce and therefore more valuable.

This is because consumers place a high value on scarce items rather than largely available items.

Scarcity is an artificial method meant to jack up prices, and it is a strategy used by some of the world's most exclusive brands.
According to CEO Ms. Day:

"The goal is to sell gear at full price and to condition customers to buy when they see an item rather than wait. Our guest knows that there's a limited supply, and it creates these fanatical shoppers."

6. Brand Image

On top of the high production costs, higher quality, and all the other factors that may increase product cost overall, Lululemon also maintains high prices for its items to uphold its image as a luxury brand.

People are willing to spend more money on luxury brands because they are also paying for the brand name, which comes with exclusivity and symbolizes a higher socio-economic status.

This generates social approval and achievement, which can give most people the satisfaction that they crave.

Branding also involves a huge cost, especially since brands are not created overnight.

Businesses have to spend huge amounts of funds on publicity and advertising.

Quality also has to be maintained since that's what customers will expect from Lululemon.

7. High-Quality Apparel

Since Lululemon uses quality fabrics and manufacturing techniques, the end products are of a higher standard and more durable.

Consumers are more willing to spend more than a hundred dollars on a single pair of leggings that are bound to remain in mint condition for several years despite multiple wears and washes than spend way less money on similar products from other brands which they will have to replace every few months due to rapid wear and tear.

A majority of individuals who own Lululemon products swear by the brand due to the superior quality of products and their durability.

Therefore, even though they have to part with a small fortune every time they purchase these products, they are more than willing to do so because they claim the products are worth the extravagant price.

Knowing that they offer quality products, Lululemon does not hesitate to sell expensive athleticwear.

Therefore, they need to maintain quality products to keep the best brand image and create scarcity.

The quality can be backed by their quality promise, which promises to take back any of Lululemon's items that don't perform as expected.

8. Minimal Discounts

Frequent discounts can be detrimental to a brand's image.

Lululemon strives to keep its product prices high and highly sought after.

It achieves this by limiting the number of discounts offered to consumers.

However, they still have a few discounts on several less popular items on their "We made too much" section of their online site and have several offers on their products during shopping events like Black Friday.

Avoiding having sales and discounts means that customers have to shop items at their full prices.

9. Expensive Marketing

Lululemon is well known for its vigor in promoting its products and its excellent marketing strategy.

The brand uses popular social media influencers and collaborates with globally recognized celebrities to promote its apparel.

Having celebrities people look up to as brand ambassadors who constantly praise and wear its merchandise increases product demand and value since these influencers create a cult-like community of consumers, always ready to purchase items worn by them.

However, hiring these celebrities and influencers is not cheap and ultimately translates to the higher price tag on Lululemon's gear.

10. Media Scandals

The founder of Lululemon, Chad Wilson, is well-known for his controversial views on several topics that created media scandals and public criticism.

Some might argue that these scandals were intentional and well-crafted to attract media attention to the brand.

For example, he is reported to have claimed that some women's bodies were not suitable for his products, perpetuating fat-shaming.

He supported child labor in third-world countries, claiming it was a way for them to earn wages.

He also claimed that smoking and birth control were some of the factors that have led to the increase in divorce rates.

These are just some of the controversial statements he has made publicly, and as much as they angered people, they also created free media coverage for his brand.

This attracted more public attention and increased product demand and value despite the criticism.

As they say, no publicity is bad publicity.

Product cost rises with a product's demand.

11. Growth Strategy

The Lululemon team continually seeks growth as an organization.

They are constantly developing new products and setting ambitious goals for the company they work tirelessly to meet.

Some of their current goals include quadrupling their international revenue by 2023, doubling their digital revenue by 2023, doubling their revenue from men's wear by 2023, and expanding their market to include new regions.

By constantly staying on top of the game in the fashion and activewear industry, they are able to uphold the brand name and extravagant prices.

Lululemon is also acquiring other companies, such as the in-home workout platform Mirror, which was acquired for $500M.

12. Psychology

Lululemon has taught clients to buy items rather than wait through the creation of scarcity.

Unfortunately, there is also a mindset created that people perceive Lululemon products as luxurious, high-end, and worth the price.

Lululemon is exploiting this mindset to price items expensively since the customers won't complain.

13. IP Protection

Lululemon specifically deals with designer wear which means that they have to file patents every time they come up with a new design.

The legal team also files and manages lawsuits targeted at Lululemon or against other brands that infringe on their intellectual property.

For example, they filed a lawsuit against Calvin Klein and G-III Apparel Group for infringing three of its yoga pants design patents.

Settling such issues can be costly, and legal counsel teams also have to be paid.

14. Product Recalls And Returns Policies

Product recalls can be very expensive but are not an activity that you can ignore if you want to maintain a good public image.

The brand is also normally affected when recalls are made, such as recalling women's yoga pants for being too sheer.

This recall also generated some expensive lawsuits, such as one from Louisiana Sheriffs' Pension & Relief Fund, which owned stocks worth around $1.3 million.

Goods recalled can also not be resold if the quality of products is maintained, even with discounts.

The material also goes to waste, and delivery costs back to the warehouses can be very expensive.

The strict return policy also has some expenses tied to it because of the team that handles and coordinates returns, the cost of regulating returned items, and the time spent handling returns.

How Can I Save Money On Lululemon Products?

Well, no one likes to spend a lot on something that could cost less.

As much as Lululemon sells expensive and exclusive products, different strategies can get you the product you want, however expensive it may be.

These methods, however, may change from time to time, depending on the season.

1. You could try shopping during the holidays. During Boxing Day (the day after Christmas), the discounts may go up to 50% depending on the item.

2. Using a local running club, you could apply for the Lululemon sweat collective, which has exclusive deals. If you do not have a running club, you could try creating one yourself. The sweat collective can save you up to 25%. As a sweat collective member, you may access discounted products. Lululemon benefits from this by using it as a feedback channel concerning its products.

3. Lululemon also offers Military/First Responders & Health Care Worker Discounts. A 25% discount is being offered for North American active and reserve military members, military spouses, dependents, veterans, active emergency first responders, as well as nurses, doctors, and support workers who are working in hospitals, acute care facilities, and long-term care facilities. The discount is only offered for in-store purchases, and a valid ID should be presented for the same.

4. Athletic teams and sports groups can also gain access to the Lululemon team program portal to shop for products and exclusive prices. The program assortment also has perks such as access to core styles with technical features that help teams' training and travel experiences. Ensure your participation in the Lululemon team program does not affect your eligibility as an amateur athlete by checking with your amateur athletic association.

5. Lululemon does all shipping for free and in-store shopping can get you a free bag. The returns are also processed free of charge.

6. All tops and pants can be given a complimentary hemming service at any Lululemon store without any required receipt or tags according to the hemming policy.

7. As a Lululemon employee, you can be eligible for a discount. Full-time Lululemon employees get a 60% employee discount. For markdowns, employees can save up to 75% on the original price. Part-time employees under 25 hours get a 40% discount.

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Why Is Lululemon So Expensive? (Top 14 Reasons)

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By Janet Jacobs @janetjacobs1919 Lululemon is one of the most expensive athleisure brands in the market today. It was founded in 1998 by Chip Wilson when he noted that women's sportswear at the time was made of fabric that was neither comfortable nor suitable for exercise and movement.

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3 Key Reasons Why Lululemon Is So Expensive!

https://www.fibre2fashion.com › industry-article › 3-ke...

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Why are Lululemon leggings so popular? Plus, deals and ...

https://www.cbsnews.com › essentials › lululemon-leggi...

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Why I Shop at Lululemon - Business Insider

https://www.businessinsider.com › News

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/ Essentials

CBS Essentials is created independently from the CBS News staff. We may receive commissions from some links to products on this page. Promotions are subject to availability and retailer terms.

If you've never heard of athletic-wear retailer Lululemon, maybe you heard this portmanteau in 2020 or 2021: Athleisure. It's not just a mashup of athletic wear and leisure wear. Thanks in large part to the COVID-19 pandemic, global spending on gym-inspired casual wear -- think joggers, sweatpants, sports bras, and, of course, leggings -- has bucked the overall retail-clothing trend and skyrocketed. One market-research tech firm, ReportLinker, estimated in September that athleisure orders have increased by 84% since the pandemic began.

If there's one company that embodies this trend (and the profits stemming from it) it's Lululemon. It isn't cheap -- its leggings will likely set you back at least $90 unless they're on sale, or you have a gift card handy -- but for fans, it's not about the money. There's a phrase often bandied about with those leggings -- "buttery soft" -- and it's pretty darn close to the truth. The leggings hug the body so well that even an aggressive cardio workout won't make them budge, and though the attached labels warn against putting them in the dryer, fans swear that the comfy clothing lasts longer than competing brands.

If you've never tried on a pair of Lululemon leggings, now may be the time to go for it. Here's our curated introduction to the increasingly popular label, along with a few solid alternatives for athleisure fans on a budget.

Lululemon Align high-rise pant: $98

These buttery soft leggings (yes, really) are made with four-way-stretch with added Lycra for shape retention. They are breathable, sweat-wicking and come in more than 25 different patterns and colors. They run up to a size 20 and can be purchased in the lengths ranging from 25 to 31 inches, so even petites and tall folk can get in on the action.
Lululemon Align high rise pant, $98
Lululemon Align high-rise crop: $88

The cropped Lululemon Align high-rise leggings feature the same soft fabric and stretchy fit as the high-rise pant. These shorter leggings also come in a wide variety of colors and run up to a size 20. The crops can be purchased in the lengths 17", 21" and 23".
Lululemon Align high rise crop, $88
Lululemon Base Pace high-rise fleece running tight: $118

These Lululemon leggings are designed for running. The Base Pace high-rise fleece running tights are made with water-repellent tech-fleece fabric. The fabric is brushed on the inside for warmth, and that makes them a strong choice for cold weather. The leggings features the same four-way-stretch as Lululemon's Align leggings and run up to a size 20 in select colors.
Lululemon Base Pace high rise fleece running tight, $118
Lululemon Wunder Train high-rise tight: $98

You can worry less about breaking a sweat in the Lululemon Wunder Train high-rise tights. They're made with the brand's fastest-drying Everlux fabric. The sweat-wicking and supportive fabric is made with four-way-stretch and is made to feel cool and sleek on the inside. The leggings come in 18 different colors and run up to a size 20. They are available in the lengths ranging from 25 to 31 inches.
Lululemon Wunder Train high rise tight, $98
If you love Lululemon, you might like these more affordable leggings

We found leggings from Amazon, Aerie, Girlfriend Collective, Gap and more that feel great and won't break the bank.

Colorfulkoala women's buttery-soft high-waisted yoga pants: $20

Colorfulkoala's leggings went viral on TikTok this year, fueled by positive comparisonsto Lululemon's Align high-rise Align pant. These high-waisted pants are under $25. They are moisture-wicking and made with a four-way stretch material. They come in a wide variety of colors. They also feature a side pocket that fits most cell phones.
Colorfulkoala women's buttery soft high-waisted yoga pants, $20 (regularly $23)
Girlfriend Collective Moon ReSet lounge legging: $55

These sustainably made Girlfriend Collective leggings are on sale right now. The Moon ReSet lounge leggings are super soft and made from 91% recycled water bottles and 9% spandex. They come in five colors and go up to a size 6XL.
Girlfriend Collective Moon ReSet lounge legging: $55 (regularly $78)
Aerie Offline Real Me high-waisted crossover legging: $45

If you're looking for high-waisted leggings that flatter your shape, the Aerie Offline Real Me is a solid choice, thanks to a V-seam waist. These breathable, stretchy leggings offer light support and can be worn comfortably during workouts or while running errands. They come in 14 colors and patterns and run up to a size XXL. Short and long sizes are available online.
Aerie Offline Real Me high-waisted crossover legging, $45
GapFit high-rise crop leggings in sculpt compression: $27

These Gap cropped leggings are on sale right now. The GapFit high rise cropped leggings feature maximum compression panels to smooth your shape. Gap advises that these leggings are best for intense workouts, such as boot camp and weight training. The leggings come in two colors and run up to a size XXL.
GapFit high rise crop leggings in sculpt compression, $27 (regularly $70)
90 Degree By Reflex high-waist power flex tummy-control leggings: $25

These leggings have more than 16,000 reviews and are rated at 4 and a half stars. The brand claims that these full-coverage leggings are "squat proof" and won't show what's underneath even if you bend, squat, or lunge. They feature a high-rise elastic waistband and a hidden waistband pocket. They come in 20 colors and run up to a size XL.
90 Degree By Reflex high waist power flex tummy control leggings, $19 and up
TnaCHILL Atmosphere high-rise 7/8 legging: $25

These stretch-jersey leggings are super soft. They feature a wide waistband for a smooth silhouette. They come in more than 40 colors and run from a size 3XS to 2XL.
TnaCHILL Atmosphere high-rise 7/8 legging, $25
Related from CBS Essentials:

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Why are Lululemon leggings so popular? Plus, deals and alternatives

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Essentials CBS Essentials is created independently from the CBS News staff. We may receive commissions from some links to products on this page. Promotions are subject to availability and retailer terms. If you've never heard of athletic-wear retailer Lululemon, maybe you heard this portmanteau in 2020 or 2021: Athleisure.

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https://www.fool.com/investing/2022/04/19/buy-lululemon-and-watch-your-money-grow/

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Buy Lululemon and Watch Your Money Grow | The Motley Fool

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Lululemon is an athletic apparel juggernaut.

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Why is Lululemon SO Expensive? Three Special Reasons ...

https://thevou.com › fashion › why-is-lululemon-so-ex...

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https://www.cnbc.com/2022/04/12/lululemon-trade-in-resell-program-to-launch-this-month.html

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Lululemon launches a trade-in and resell program as shoppers grapple with inflation

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Customers will be able to trade in their previously worn Lululemon items in exchange for a gift card at any of the retailer’s U.S. stores.

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2022 FEB 21 (NewsRx) -- By a News Reporter-Staff News Editor at Mental Health Weekly Digest -- The top drivers of wellbeing are being in good physical health, feeling confident in oneself, managing stress effectively, having enough energy to accomplish daily tasks, feeling in tune with one's emotions, having a good work/school/home life balance, and getting enough sleep.

Four coping strategies show the highest increases: spending time outdoors (up 10%), physical activity (up 9%), connecting with people (up 8%), and taking breaks to relax throughout the day (up 8%). Other top coping strategies include getting enough sleep, listening to music, and eating healthy food. Holistic wellbeing remains a challenge, especially for Gen Z. While feeling well shows signs of improvement, there is still a critical need to improve holistic wellbeing. Only 21% of Gen Z indicate strong wellbeing across all three dimensions (vs. 29% of the total population).

Gen Z index lower on mental and social wellbeing than any other generation. Gen Z is 1.5 times more likely to not be able to manage stress effectively and cite higher levels of loneliness (53% vs. 40% of the total population).

Globally, lack of a support network - defined by connecting with people of similar opinions, joining virtual groups relating to interests, and access to physical or mental health services and resources - is the top barrier to wellbeing. Other barriers to wellbeing include stress, the pandemic, lack of money, lack of time, health conditions and lack of knowledge. Social media mindfulness continues to impact wellbeing. Social media is not an all-or-nothing game; wellbeing is strongest among those who spend 1 hour on social media per day.

While more than half (53%) of respondents say that social media helps them to feel connected, heavier social media users (more than 1 hour a day) report stronger negative impacts on their social wellbeing, including feeling like they are missing out on social connections and comparing themselves to others.

The negative impacts of social media are felt more acutely by Gen Z who spend the most time on social media, averaging 3 hours per day. Returning to the workplace drives higher wellbeing but requires employers to implement lasting changes. Wellbeing is directly linked with a return to activities. Wellbeing is higher among those who have returned or expect to return to the workplace full-time vs. those who return part-time, or will not return to the workplace at all.

While returning to the workplace benefits wellbeing, employees are equally worried about COVID-19 exposure (53%) and having less personal time (52%). Gen Z is the most concerned generation about personal time (66%) and parents with children under 13 have pressing concerns about childcare (33%).

Employees have higher expectations of their employers and want long-term changes implemented. Almost half of employees (44%) are looking for more flexibility in working hours and location beyond the current pandemic environment, followed closely by increased mental and physical health support - especially among Gen Z and parents. Community plays a vital role in strong wellbeing. Half of global citizens (52%) recognize the importance of community and agree that it is important to feel a sense of belonging to a community - one of the top drivers of social wellbeing.

Those who do find a sense of community and giving back to one's community important are more likely to indicate stronger levels of wellbeing.

Those who do not recognize the potential benefits of community are seeing negative impacts on their wellbeing, with only 15% indicating strong overall wellbeing vs. global average of 29%.

In addition to the Global Wellbeing Report, today lululemon announced mental health first aid training will be available to all employees globally from Educator to CEO by 2023. Starting with managers, the training will equip participants with tools to identify signs of emotional distress and connect them with the appropriate resources, including lululemon's mental health benefits. This offering builds upon additional lululemon programs that focus on employee wellbeing, including on-demand coaching, a leading employee assistance program, psychological counselling benefits, and a monthly per-diem to participate in fitness and meditation classes in local communities. Additionally, lululemon's Centre for Social Impact announced new fund recipients with $2.25 million in contributions to local grassroots organizations and global non-profits focused on wellbeing in the global supply chain, including CARE's Made by Women (promoting improved practices in global supply chains), the United Nation's Resilience Fund for Women (investing in long-term health and economic resilience of women in the global supply chain), and Women Win (global fund to support maker wellbeing). The newly launched lululemon Centre for Social Impact disrupts inequity in wellbeing through movement, mindfulness, and advocacy with the goal of impacting more than 10 million people globally by 2025 through a $75 million pledge. For more information and to view the lululemon Global Wellbeing Report, visit here. 1Research was fielded October 13, 2021, to November 15, 2021, and included 10,000 general population adults globally (1,000 within each of 10 markets: United States, Canada, United Kingdom, France, Germany, Australia, Singapore, South Korea, China, and Japan). About lululemon athletica inc. lululemon athletica inc. (NASDAQ:LULU) is a healthy lifestyle inspired athletic apparel company for yoga, running, training, and most other sweaty pursuits, creating transformational products and experiences which enable people to live a life they love. Setting the bar in technical fabrics and functional designs, lululemon works with yogis and athletes in local communities for continuous research and product feedback. For more information, visit LULULEMON.COM. View source version on businesswire.com: https://www.businesswire.com/news/home/20220208005149/en/

Keywords for this news article include: Business, Social Media, Health and Medicine, lululemon athletica inc, Mental Health Diseases and Conditions.

Our reports deliver fact-based news of research and discoveries from around the world. Copyright 2022, NewsRx LLC

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lululemon Releases Second Annual Global Wellbeing Report.

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2022 FEB 21 (NewsRx) -- By a News Reporter-Staff News Editor at Mental Health Weekly Digest -- The top drivers of wellbeing are being in good physical health, feeling confident in oneself, managing stress effectively, having enough energy to accomplish daily tasks, feeling in tune with one's emotions, having a good work/school/home life balance, and getting enough sleep.

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Should you buy leggings and skirts from this store? Is it REALLY worth the extra cost?

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Yoga is about mindfulness--the pursuit of mental clarity and a spiritual life. B.C. apparel firm Lululemon Athletica has traded on that ideal for years, earning fans not just for its high-end athletic wear but also for its commitment to yoga's high-minded principles. This is, after all, a company that hawks not sweaters, but "enlightenment pullovers." It also writes its corporate manifesto--a word map of idealistic aphorisms--on its shopping bags, with this statement at the centre: "friends are more important than money."

That serenity stands in stark contrast to the corporate slugfest now playing out over the fate of the company. In June, Lululemon founder and former CEO Chip Wilson went to war with its board of directors, announcing he would use his 27 per cent stake in the company to oppose re-election of two board members, Michael Casey, a former Starbucks executive, and RoAnn Costin, president of a private equity firm. Never mind that Wilson left the company in ignominy in 2013 after a tactless comment that some women's bodies "just actually don't work" for Lululemon pants. The re-election of the board, Wilson warned, would result in Lululemon sacrificing its "product, culture and brand and longer-term corporate goals" for "short-term results." Judging by comments on Lululemon's blog, a great many dissatisfied customers agree.

Wilson lost that battle--Casey and Costin were re-elected. But he got his point across. "Our parents are fighting, and it's awkward," said current CEO Laurent Potdevin.

Such fights for the heart and culture of companies are becoming more common in an era when social media has made it incredibly easy for customers to engage directly with businesses, and when those customers increasingly define themselves by the brands they embrace. Where that runs into trouble is when those ideals clash with the expectations of shareholders for higher profits and quick returns.

Lululemon is just the latest company to be accused of selling out the core principles that earned it grassroots support in the first place. In March, the cosmetics maker Tarte--founded in a New York City bedroom with a commitment that its products would be environmentally friendly and never tested on animals--was acquired by Rose, a Japanese cosmetics giant that tests on animals. Meanwhile, the virtual-reality innovator Oculus VR paid for the initial development costs of its headset with one of the most robust crowd-funding campaigns ever, in 2012. Offering everything from T-shirts to prototypes of the technology to visits to the company's headquarters--though no actual equity--Oculus hit its $250,000 goal in just four hours before going on to raise $2.4 million in total, with a promise to "change the way you think about gaming forever." That do-it-yourself attitude earned it an army of loyal adherents. Four months ago, Facebook swept in and bought Oculus for US$2 billion, sparking outrage from those crowdfunders who were upset to see the company swallowed by a social media giant.

These are the challenges companies face when customers are so loyal they come to feel the business is theirs. "You love [to have devoted customers], but it can be a two-edged sword," says Karl Moore, an associate professor at McGill University's Desautels Faculty of Management. "You have less freedom to change without alienating key people who may be evangelical in one sense, but also can be your worst, loudest critics."

Such critics do more than complain; they can also impact the bottom line. Until recently, Lululemon had managed to balance culture and profit, says David Hannah, an associate professor at Simon Fraser University's Beedie School of Business, who has studied and taught the company's business model for years. "What's particularly interesting about Lululemon is that it's a capitalist success story--it's a company that's grown and made its founder a heck of a lot of money, but it has done so keeping up this image of being A very connected to the community." But the company has clearly stumbled. Lululemon's once-hot stock price has plummeted, falling 45 per cent since last autumn on weakening sales. In the comments to a 2013 blog post where Lululemon fessed up to a quality-control problem with its luon yoga pants, which made them appear see-through, users raged against the company they had felt such affection for. "I'm losing my allegiance to the only brand of athletic wear I felt I had a personal relationship with," wrote one user. In June, in response to a post showcasing looser-fitting patterned summerwear, an effort to sell its athletic gear as street fashion, customers were incensed: "Lulu was special because it had it all--great beautiful designs, high-quality fabrics, wonderful figure-flattering fits. No more."

What Wilson appears to be trying to pull off, with his appeal to Lululemon's lost culture, is a repeat of Howard Schultz's much heralded return to Starbucks after several years away from the CEO's job. It was a time during which the company expanded rapidly yet faced complaints from diehard latte sippers that the coffee chain had lost its way. In a leaked email to senior executives in 2007, Schultz slammed the "commoditization of the Starbucks experience" and grieved the loss of the "romance and theatre" of its coffee-grinding baristas, having moved to automated espresso machines. The next year Schultz reclaimed the helm; since then, Starbucks shares have tripled in value.

But if Wilson is upset that Lululemon has lost its way, he only has himself to blame. After all, he could have kept it private and grown the company at a slower pace and kept full control over its culture. Consider Edmonton-based Running Room, a chain similar to Lululemon. Both are devoted to a particular fitness regime, with communal workouts and loyal customer bases. But in staying private, the Running Room has taken 30 years to grow to 114 locations, whereas Lululemon's 2007 IPO gave the company, then just seven years old, the funds to mount a hyper-expansion and more than quadruple its store count to 263. The IPO also made Wilson a billionaire; according to the latest Rich 100 ranking from Canadian Business, Wilson is worth $3.7 billion. So Wilson's complaints strike a false note. "If you go to the investment bankers and say, 'We want to go public, sell this to the public for the highest possible price,' " says Roger Martin, the academic director of the University of Toronto's Martin Prosperity Institute, "then you forfeit, in my view, the right to say, 'We don't want to do this or that because it's not consistent with the ethos or community spirit of the company.'"

With a booming IPO market and investment bankers courting fast-growing, private companies, it's a challenge more businesses will face. Take New York-based Etsy, for example. The company was founded in 2005 as an online market for artisans to sell handmade wares. More than just an e-commerce site, Etsy bred a "maker culture" among its loyal community of users, who sold more than US$1 billion of jewellery, clothing and housewares last year. But Etsiers are upset by the company's efforts to scale up its business amid rumours of an IPO. Many are disillusioned by changes to Etsy's terms and conditions that allow vendors to outsource production to third-party manufacturers because, they say, it undermines the concept that all products on Etsy are handmade and gives an unfair advantage to those able to contract out to factories. Those controversies spawned a satirical blog-turned-book, Regretsy, which for a time ran a regular feature cataloguing items that were mass-produced.

Chad Dickerson, Etsy's CEO since 2008, has had to try to convince vendors this is an effort to give them more opportunities. But he understands the fear in the community. "We live in a world where, for many people, everything they've grown to love got ruined at some point." He still seems intent on an IPO, though: "We've decided no IPO this year [but] we may decide at a later date."

As for Lululemon, it's unclear what's next, though going private may lie in its future. It's been reported Wilson is in talks with private equity funds about buying out shareholders and delisting it from the stock market. That at least made shareholders happy--Lululemon's stock price soared after the news.

Caption: On the mat: Lululemon's devoted customer base is both a blessing and a curse, say experts

Please note: Illustration(s) are not available due to copyright restrictions.

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A growing culture war: Lululemon isn't the only company being accused of selling out its principles for short-term gain

# data[].attributes.attachment_link.description
Yoga is about mindfulness--the pursuit of mental clarity and a spiritual life. B.C. apparel firm Lululemon Athletica has traded on that ideal for years, earning fans not just for its high-end athletic wear but also for its commitment to yoga's high-minded principles. This is, after all, a company that hawks not sweaters, but "enlightenment pullovers."