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Healing with feeling

October 5, 2015


The company that had to recall see-through yoga pants and replace dangerous tops now came up with a new marketing technique. Since it is difficult to sell this popular gym outfit for hundred a pair, Lululemon introduced a different way of offering stretchy leggings.

Yoga and active lifestyle have seen such a boost lately, the leisure outfit market is becoming fiercely price competitive.  As every new twist count, the notorious athletic apparel company came up with the idea to change the sorting of pants. Instead of asking the customers How would you like to look? and offer boot-cut, flared or cropped yoga pants, they are now asking How would you like to feel? Their new Engineered Sensation collection is asking buyers about their desired feeling. By choosing stretchy pants as tight, hugged, naked, or relaxed, the marketers are trying to connect the product with our emotions, and of course, sell the most suitable pair.

Maybe the strategy will work and fix the broken image of the company. At the end of the day, they did show a sense of humor by listing naked feeling in their sensation spectrum.

From → Hic Salta

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