The mecca of all fitness gear – lululemon – is the most sought after luxury athletic clothing brand. From Vancouver, to Boston, to Los Angeles, and Dallas, Lululemon has inspired thousands of devoted clientele to spend
$58 on a tank, $90 on leggings, and $14 for ONE headband!
YEP, I am one of them! I can’t help myself… the colors… the fabric… the patterns!
Surprisingly, their almost “cult-like” following has stemmed from virtually zero advertising.
|| The Brand Speaks for Itself ||
“The law of attraction” — the central tenet of The Secret,
that visualizing goals is the key to attaining them
is the fundamental law that Chip Wilson built Lululemon on in its 1998 inception.“
— Danielle Sacks @ Fast Company
The attitude Chip instilled in his company is the backbone of every decision made by Lulu. It’s the reason they became seemingly successful overnight. It’s the reason they are able to sell headbands for $14, and the reason people view them as such a great company.
When you buy Lululemon – you buy for what it stands for: Peace, Community, Positivity, a Lifestyle sans Negativity. These words give the buyer a sense of empowerment – which is far more important than a piece of clothing.
– It is an investment for the feeling!
The sustainability of their brand was just proven recently during the recall of accidental ‘see through’ yoga pants. see full story here! Even after this slight mishap, I am still a fan & I know I’m not the only one! I know a good brand when I see one.
To relate back to your personal brand:
why would people want to be around you? what do you stand for? why should people invest in you? what will they feel like after investing in you?
Growing a brand is the same whether on a personal or corporate level. Figuring out your fundamental law (the handle to your umbrella!) will ground everything else you want your brand to stand for, and ensure that with the right attitude you can sky rocket in no time!