This Company Wants Customers to Buy Yoga Pants Based on How They Feel
Katherine Pendrill — September 3, 2015 — Business
References: shop.lululemon & bustle
Lululemon recently announced that its customers will now be able to buy yoga pants based on sensation. While many consumers shop based on style alone, this new initiative encourages people to purchase items based on how they feel instead.
In order to encourage customers to buy yoga pants based on sensation, Lululemon plans to install a newly designed pant wall. This wall display will be categorized according to five unique sensations: Relaxed, Hugged, Naked, Held-In and Tight. The categories are chosen based on compression science and innovative sports psychology. As Lululemon's Director of Future Concepts explains, "what it gives to our guest is ultimately choice and the ability to choose a way that they want to feel in a given activity."
The new shopping display meets a growing consumer demand for garments that are not only stylish, but also comfortable enough to wear during a demanding workout.
In order to encourage customers to buy yoga pants based on sensation, Lululemon plans to install a newly designed pant wall. This wall display will be categorized according to five unique sensations: Relaxed, Hugged, Naked, Held-In and Tight. The categories are chosen based on compression science and innovative sports psychology. As Lululemon's Director of Future Concepts explains, "what it gives to our guest is ultimately choice and the ability to choose a way that they want to feel in a given activity."
The new shopping display meets a growing consumer demand for garments that are not only stylish, but also comfortable enough to wear during a demanding workout.
Trend Themes
1. Sensation-based Shopping - Lululemon's initiative to encourage customers to buy yoga pants based on sensation opens up opportunities for other retailers to apply this concept to other types of clothing or products.
2. Emotional Connection with Products - The new pant wall display that categorizes yoga pants based on unique sensations taps into the growing trend of consumers seeking an emotional connection with the products they purchase, signaling a need for other industries to incorporate emotional elements into their marketing strategies.
3. Psychology of Comfort - Lululemon's use of compression science and sports psychology to categorize yoga pants based on how they make customers feel presents an opportunity for companies in the sports and athleisure industry to explore the psychology of comfort and design products accordingly.
Industry Implications
1. Retail - The sensation-based shopping trend can disrupt the retail industry as it encourages retailers to move away from traditional style-based shopping and focus on the sensory experience of their products.
2. Fashion - The concept of buying clothing based on sensation rather than style can disrupt the fashion industry, urging fashion brands to prioritize comfort and emotional connection in their designs.
3. Sports and Athleisure - Lululemon's use of compression science and sports psychology to categorize yoga pants based on sensation presents innovative opportunities for the sports and athleisure industry to enhance the performance and comfort of their apparel using similar principles.
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