My previous roommate is a student and full time skating coach and is somehow always broke. I never understood why. Day in and out she is covered head to toe in Lululemon paraphernalia – Bam! There is the connection! Whatever money she has, she spends on Lululemon attire. I had asked her, why spend all your money on Lululemon when you could buy similar items, or some other brand for half the price? Other than a roll of her eyes and a blank stare I never received a verbal answer. Body language said it all: it’s not the same. But how is it not the same? Active wear is active wear for a reason. The material is breathable, stretchy, comfortable, and anything else active wear should be. So why choose Lululemon over Nike or Adidas?
There is a legitimate explanation for this: for my roommate and others, Lululemon isn’t just a brand, it’s a lovemark.
Kevin Roberts of Saatchi & Saatchi claims that great and popular brands are considered lovemarks; they transcend brands in several ways. A lovemark is something you can fall in love with; have an emotional connection to. Lovemarks are a relationship, not a transaction. Take for example Lululemon. It is a company that sells active wear in order to get you fit, to better your mind, body and soul. They give you reusable bags to save the environment, their mottos are always uplifting and positive, challenging you and inspiring you to be the best person you can be. Love your body, love yourself. All these positive associations have become a part of the brand. Lululemon has crawled into the hearts of every consumer wearing and bearing their products, how could you not fall in love with this imagery? If Lululemon ever went bankrupt, my roommate and many others would be utterly devastated.
So yes, we have Nike, Adidas and Reebok. But those are endorsed by professional athletes making money off of their respective sport – as for Lululemon? It is for everyone, all of us nobodies, who only strive to treat ourselves in a healthy manner, caring for own physical as well as emotional well-being. These other brands may be great quality, and perhaps even better. However, they do not have the same emotional attachment for those who love Lululemon. Of course, a brand like Nike can be someone else’s lovemark, Tiger Woods perhaps? J
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