Posts tagged “lululemon”

ChittahChattah Quickies

  • Excellent Rob Walker "Consumed" on Lululemon Athletica and the idea of a "lifestyle brand" – Anybody who is honest about consumer behavior knows that often what we buy is not simply some thing but some idea that is embodied by that thing. “Conceptual consumption” is the name given to this practice in a recent paper with that title by Dan Ariely, a professor of behavioral economics at Duke University (and author of the book “Predictably Irrational”), and Michael Norton, an assistant professor of marketing at the Harvard Business School, in The Annual Review of Psychology. Their notion has various subsets, one of which is the consumption of goals.

Passing the buckskin

Lululemon got into trouble last month for selling clothing made from a seaweed-based fabric that supposedly had many unique properties. But independent tests revealed that the material was just cotton, and performed like cotton.

Mr. Wilson added that the company probably did not have enough money to test the material back when it started using it 18 months ago. When asked about Lululemon’s product tags and the claims about vitamins and minerals, he said, “That’s coming from the manufacturer. If you feel the fabric, it feels a lot different.”

And it gets even more laughable in the followup story

When told earlier this week about the Times’s test, Dennis Wilson, the founder, chairman and chief product designer, said: “If you actually put it on and wear it, it is different from cotton. That’s my only test of it.”


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