'Yoga' Apparel-Maker IPO - Communication Challenges and the Marketplace

Once again we are seeing that the yoga 'industry' is framed in the public awareness through the high profile IPO of Lululemon. Lululemon is a maker of high end 'yoga clothing', based in Canada.

This quote from a second article is somewhat revealing of how the yoga market is viewed in the financial world. Note bold is mine:

David Howell, president of consultancy Associate Marketing International, said Lululemon has few limitations to mass-market potential beyond its prices. (Yoga pants cost $70 to $100.)

"They don't sell inexpensive items, so it limits their market a bit, but people do tend to reach a bit to buy there. There is a lot of status attached to what you wear in exercise class."

Here's another quote from this Financial Post article, from Luke Sklar, founder of Toronto-based market research firm Sklar Wilton & Associates. The focus speaks for itself.

"They are on the short list of great Canadian retail success stories. They deserve to be very successful. I think they do a fantastic job rooted in high-quality product with a great look. Luon (a proprietary stretch fabric developed by the retailer and contained in most of its athletic clothing) holds up, and women are convinced that it makes their butts look better."

As marketers and business people seeking to thrive in the marketplace, while remaining true to our yogic foundations, we constantly strive to communicate through the mindset that fosters this sort of emphasis.