Lululemon The Male Experience

Lululemon

The Male Experience

Over the past couple of years, Lululemon Athletica has become a prominent figure in the athletic wear industry. The company started making apparel for yoga and shared half the first store with a yoga studio. Since the inception as a Canadian yoga apparel provider Lululemon has expanded its line of clothing to more general athletic wear and has opened stores across the globe.

While Lululemon has been very successful with the female demographic, and I would challenge you to walk into any college classroom and count the amount of females wearing Lululemon yoga pants, the company also has a wide variety of men’s clothing.

As a male consumer of Lululemon, who also owns a large amount of performance apparel, the product, the store experience, and the company motto that Lululemon has to offer are a big separator from the rest of the market.

I.               The Products

For men, Lululemon has a wide variety of options ranging from shorts and t-shirts, to sweatshirts and jackets. Each of the products are designed with the athlete in mind, so that you are comfortable working out and are able to achieve all of your goals.

Personally I love the shorts, you may want to go a size up if you are looking for the more traditional length. Other than that, every Lululemon product that I have decided to buy definitely exceeded my expectations as workout apparel.

Every item has a high utilitarian value, meaning that it serves the purpose of helping me complete my workout (Babin and Harris 2014). From the sweatpants keeping me warm for a run in the winter or the shirt allowing for flexibility to complete a lift in the weight room, it helps my workout.

  

II.             The Store

The experience in store at a Lululemon is a major reason that I am still a consumer. One of the main reasons that I think this is is consistency. No matter where I am, from school in Ann Arbor, home in Cincinnati, or to working in Pittsburgh, when I go into the Lululemon in that area I have found the experience to be the same.

The staff is helpful but not to the point where it becomes annoying. The products are all organized by gender, type, and size so it is very easy to find what you are looking for without looking at everything in the store.

Lululemon also has a differentiated marketing strategy, meaning that they offer many products for many different market segments (Angell 1/20/15). However most stores have the small general layout so that men’s clothes are in the same area, as are the women’s and children’s.

As a consumer, you shop alone or get as much help as you need from the staff, but I would always recommend trying on the product before you leave to make sure it is the fit that you desire.

III.           The Final Word

The Lululemon brand is growing with more and more men’s clothes coming out each year. The product is designed to suit anyone’s workout so whether you run occasionally to stay in shape or run competitively, I’d recommend male athletes to give Lululemon a try as you train to accomplish your next goal.

Sources

Angell, Amy. (1/20/15). Marketing 313 Lecture. Ann Arbor, Michigan. 

                 Babin, B., & Harris, E. (2014). Internal Influences. In CB: Consumer behavior : Student edition 6 (Student ed., pp. 25-40). Stamford, CT: Cengage.