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| Lululemon’s basic yoga pants (left) cost $US98, while Athleta’s cost $US69 (right) |
http://www.businessinsider.com.au/why-lululemons-pants-are-more-expensive-than-athletas-2013-10
I guess we all knew the answer to this.....
"Lululemon Athletica charges about $US30 more for a pair of basic yoga pants than Gap Inc.’s Athleta simply because it knows women will pay for the brand."
I cannot speak on behalf of all Lululemon shoppers, but I don't personnaly buy black yoga pants from Lululemon anymore. I can get a great pair of basic black pants at Athleta, Zella, and even Old Navy.
I buy Lululemon for the bells and whistles and unique colors that lack in other stores. WAFS prints, pique, mesh inserts, zip pockets, side pockets.....
Honestly though, their recent decline in quality has had me looking harder for more alternatives. If other companies step up their game with a broad color pallet and exciting "extras"....I might consider buying more product from other brands. I'm always looking for new and interesting items that stand out.
Another reason is their limited prodcut and resale value. Lululemon may have horrible customer service, but they have a great strategy that hooks the buyer. They makes us think we have to buy it right away or we'll never get it...making it harder to resist impulse shopping or the ability logically. They rarely replenish inventory...so once an item sells out, it will never be restocked. With quick turnaround, we may buy something quickly and irrationally in fear we will miss an opportunity. If it sells out, we frantically search for it online....creating a high resale value. Like Chanel and Louis Vuitton, Lululemon can hold up to an 70-80% resale value....and 100% or greater for special edition items...which is quite impressive for used, sweaty workout apparel. Why buy something for $69 if you cannot resell it when you can buy something for $100 and resell if for $80?
So why do you still buy your yoga pants at Lululemon instead of Athleta or any other brand?
