Why Is Lululemon So Expensive?

There's no doubt that Lululemon is expensive, even when compared to other similar luxury athleisure labels such as Fenty PUMA, Tory Sport, and Versace Gym.

According to the brand's fans, the garments keep them looking great while going through all types of gym-based exercises.

Though, when asked 'is Lululemon worth it' the buyers of the brand are divided.

Some say the apparel is definitely worth the money, some not quite satisfied with the quality.

To understand why Lululemon is so expensive, we are breaking down the two main elements that make Lululemon so popular:

1. Material innovation for excellent fit and performance.
2. 'Cult-ish' brand image.

Let's detail on these two critical factors.

1. Fit and Performance Innovators

The performance part is crucial in any activewear and Lululemon spends a lot on research and development at their Whitespace Lab in Vancouver.

The materials used in Lululemon's products are usually nylon, Lycra, spandex and elastane, also found in competitor products.

However, Lululemon's fully equipped science lab comprises not just fabrics and sewing machines.

The lab has a team of experts that use exercise machines, humidity-controlled chambers, and dunk pools with a simple goal: to achieve perfection in the science of look and feel.

In plain language, that is how apparel looks and feels on the wearer's body, and that's a science in itself.

When you're out running, taking your dog out for a walk, or at the yoga class, you want to know that the apparel you wear is going to hold up during any exercise.

It would be best if you had apparel that makes you look good, lies comfortably against your skin, stays in place, and keeps you as fresh as possible.

Yes, you're paying much more for a LLL item, however, the quality of materials and make of Lululemon products are expected to be very well constructed.

In other words, the clothing is cut well and shaped in excellent ways and the stitching is always consistent and durable.

And the fabrics, which are most definitely an essential part of any workout gear, are breathable, durable, and comfortable.

It would help if you had apparel that won't trap sweat or break apart when you exercise.

You also need clothing that's not see-through and follows your body shape as you stretch or do complex exercises.

These are all required qualities that make Lululemon is so expensive.

2. Aspirational 'Cult-like' Brand Image

The brand has already reached a 'cultish status, thanks to media scandals and material innovation.

There's a saying that any scandal is good, as long as it creates publicity.

This statement applies perfectly to the Lululemon brand.

In the past, the brand has gained a lot of popularity, thanks to Chip Wilson (the brand founder) derogatory comments about women bodies or support for child labour.

However, the bad press had an inverse effect on the brand, which is now globally recognised and desired.

Just as it is the case with Apple, the brand's loyal fans will keep buying new products, more or less regardless of the price.

At the same time, new customers will arrive, seeking to belong to the cult by showing they too can afford the high price.

Now, it is not scandals that have contributed to the creation of Lululemon cult brand image.

In fact, Lululemon has started to gain global recognition after it began working with celebrities.

Right now, the brand's limited edition and celeb collaborative collections are the most wanted creations in the luxury athleisure market.