Lululemon is in hot water again.
Even after their pants price hike last fall was met with scathing feedback (I wrote about that here), they’ve ratcheted up prices again on numerous core styles.
Predictably, lululemon is being raked over the coals on social media, with many outraged fans declaring they’re done with the brand. Let’s take a closer look at what’s happening.
In addition to a handful of across-the-board increases, lululemon has created a price differential between the US dollar and Canadian dollar for the first time ever. Historically, a lululemon item that was $100 in USD was $100 in CAD. This practice was actually quite unusual; almost every other brand prices their items in CAD higher than in USD due to the ongoing US-favored exchange rate. Even so, the new price difference for Canadians adds insult to injury for many already indignant fans.
Here are the items that are now higher in both countries as well as the items that have increased just for Canadians:
Price increases for US and Canada
Swiftly long sleeve: $68 → $78
Swiftly short sleeve: $58 → $68
Swiftly racerback: $48 → $58
Speed shorts, run times shorts, and tracker shorts: $54 → $58
Free to be bra: $42 → $48
Flow y bra: $42 → $48
Energy bra: $48 → $52
All sport bra: $52 → $58
Price increases for Canada only
Define jacket: $118 → $128
Scuba hoodie iii: $118 → $128
Sculpt tank: $58 → $64
Hotty hot shorts: $58 → $68
Tracker shorts: $54 → $64
Pace rival crops: $88 → $98
Jet crops: $98 → $108
Inspire tights: $98 → $108
Speed tights: $108 → $118
All the right places pant: $128 → $138
Tight stuff tights: $148 → $158
Free to be bra: $42 → $52
Flow y bra: $42 → $52
Energy bra: $48 → $54
Run stuff your bra: $58 → $64
SeaWheeze on the horizon
A price increase right before SeaWheeze? I see what you did there, lulu.
I’m sure it’s no coincidence that the prices were raised just days before the SeaWheeze expo. During the expo, participants in lululemon’s annual SeaWheeze half marathon can shop a special store filled with exclusive designs for the event that aren’t available to purchase anywhere else. SeaWheeze gear is always in extremely high demand, and the store sells thousands of items in the space of just a couple of days.
Note the price increases are heavily weighted toward technical running gear, i.e., a lot of gear that will surely be part of the SeaWheeze lineup. On top of that, the SeaWheeze expo is held in Vancouver and therefore priced in Canadian dollars, meaning that many items will be subject to the extra Canadian price increases. An extra 10% on top of the hundreds of thousands of dollars that SeaWheeze merchandise rakes in will surely be a welcome supplement to their quarter’s bottom line.
Are lululemon’s prices too high?
Many lululemon customers are complaining that they are being priced out of their products, or that the company is insane to think people will pay what they’re asking. But is that really true?
Let’s take shorts, for example. At lululemon’s new prices, shorts are $58 across the board. By comparison, Sweaty Betty’s running shorts are $70. Nike’s premium shorts are $80. Smaller premium brands like Alala, Body Language, and Heroine Sport also sell their shorts in the neighborhood of $75-$100. When comparing lululemon’s sticker price versus most other premium active brands, lululemon is actually on the lower end, not the higher one.
That said, one important consideration when evaluating price is lululemon’s markdown strategy, or lack thereof. Lululemon’s sale section is often limited to uninspiring discounts of $5 or $10. Deeper discounts are limited to what are frankly the worst styles. Although obviously personal preference factors in, very few desirable items ever makes it past a minor markdown, if they get there at all. Most markdown racks are fraught with ill-fitted, poorly made, or just plain ugly rejects. Coupon codes, deals, and loyalty incentives are non-existent.
By comparison, similar brands and retailers frequently offer coupon codes, mid-season markdowns, and fabulous end-of-season clearances. Although it’s not a guarantee that you’ll be able to find everything you want for less than full price, lulu’s competitors make it much easier to find deals on desirable, current-season, well-made designs.
With that in mind, it’s hard to truly compare apples to apples when it comes to lululemon’s prices versus their competitors. In my opinion, the slightly lower prices paired with the lack of sales puts them in a comparable pricing tier as other premium brands. The argument that lululemon’s prices have gone too far does not hold water, if you ask me. Plenty of brands charge just as much if not more than lululemon, and still manage to enjoy healthy revenue and growth.
On top of that, I would be remiss if I didn’t point out the continued robustness of the lululemon resale market. Let’s take SeaWheeze gear as an example, since that’s particularly timely.
In previous years, a pair of SeaWheeze-exclusive shorts could fetch up to $100 USD on the aftermarket. Keep in mind that after tax, these only cost about $60 CAD. A similar pattern arises with other gear: although aftermarket markups aren’t always so dramatic, fans usually end up paying quite a hefty premium for SeaWheeze gear. Likewise, normal gear occasionally make it into the upper echelon of resale values. A quick search of the sold listings on eBay shows the recently released dottie tribal wunder under pants going for $150-$190.
Not to mention, after accounting for exchange rates, lululemon prices are much higher in global markets such as Asia and Europe, and yet the brand seems to be doing well overseas.
So, to the contrary, lululemon fans have proven that they actually will pay high prices. While fans may not be able to buy the same volume of merchandise as they have in the past, the fact of the matter is that there is undeniable evidence that lululemon fans are willing to pony up some serious cash for what they want.
Overall, then, lululemon’s prices remain within a reasonable range when weighed against their competitors and resale prices. As I wrote in last fall’s pant price commentary, I (still) don’t think lulu is ruining their company off of price alone. I think their pricing and their choice to raise them reflect reasonable business decisions. In a vacuum, the prices themselves are not inherently unreasonable.
However, purchasing choices don’t happen in a vacuum. Other red flags have popped up alongside the price changes, and they cannot be ignored.
Eroding trust and respect
One of the biggest complaints about lululemon’s last price increase was that the exact pair of pants on the shelf went up in price literally overnight. To many fans, this practice felt greedy. It underlined the notion that the price increases didn’t reflect any actual product improvements, but rather comes off as an attempt to pull a wool over the customer’s eyes and bleed more money out of them. It is somewhat troubling that the frustration over this particular practice seemed to fall on deaf ears, since lululemon did not attempt to correct course and enact a different, less sour-tasting strategy with this round of price changes. And of course, any attempt to get an explanation for this from lululemon representatives is met with canned, hollow responses that feel more like hand-waving than actual justification.
For Canadian fans, the feeling of betrayal is even stronger. Although pricing items higher in Canada makes economic sense, it’s not difficult to imagine how it can feel like lululemon is turning their backs on the very country that birthed them.
Perhaps the most glaring issue with the steady upward creep of prices is the lack of quality improvements to go along with it. Many quality indicators have continued to deteriorate, meaning you’re not only paying more, you might be getting an inferior product for that extra money. For example, I paid $82 for a great quality pair of herringbone wunder under pants in 2013. The same pants would now cost me $98, except the fabric is noticeably thinner now. Besides thinning fabrics, sheerness remains rampant, waistband elastic still rolls, and seams unravel at the drop of a hat. Although this isn’t true of every single lululemon item sold, the percentage of complaints and negative reviews is staggering for a company that claims to be high-end.
When you’re continually asked to pay a premium for a declining product, when the company seems to arbitrarily raise the price on the exact same pair of shorts, and when the company utterly refuses to acknowledge any of that as unfair or problematic, you can’t help but feel more than a little swindled.
Turning to their overall treatment of the customer, the picture doesn’t improve much. Although many employees are delightful and some customers still have great experiences, reports of rudeness and customer-blaming are too frequent to pass off as flukes. Their vague, dismissive answers (“sign up for our product notifications!”) to straightforward questions are a source of perennial frustration.
Overall, company culture seems to focus on pushing the customer harder and harder to internalize lululemon’s brand agenda, rather than promoting honest, two-way dialogue.
The breaking point
For many years, fans have been willing to overlook many of lululemon’s flat sides because, simply enough, their product was worth it.
But each new move from lululemon HQ seems to move the needle closer to outrage; each shift means more and more fans are falling off the lulu bandwagon. In the months that followed last fall’s price hikes, many fans found themselves slowing their buying habits, but few abandoned the brand altogether. With this round of changes, a change in tone seems to have darkened the lululemon community. Brand loyalty is tenuous, buying habits are slowing even more, and interest in other brands is escalating quickly. For many fans, a shift toward disappointment was set into motion months or even years ago, and with yet more problems being piled on, their steadily fading love of lululemon is finally reaching its natural end.
At the surface, lululemon seems utterly unperturbed by the fact that they are bleeding loyal fans of 5 and 10 years (or more). Even though the diehards represent a tiny minority of lululemon customers, they represent immense purchasing power and social influence.
In his famous book, “Purple Cow”, marketing guru Seth Godin argues that a vital aspect to a business’ success is getting “sneezers” hooked on its product. The sneezers are the early adopters, the true fans, the ones who will promote that business to anyone who will listen. They “sneeze” an idea onto others, spreading it like a virus. Those foundational fans are exactly the people that lululemon is losing rapidly, and they seem entirely indifferent to it.
Instead, lulu seems content to rest on their marketing laurels, coasting on the assumption that their position as an industry leader and their superior label recognition will keep them afloat. They seem to assume that casual consumers will indefinitely view lululemon as special and irreplaceable, even as previously hardcore fans do not.
The fact of the matter is, at some point, the illusion will no longer hold. As the allure of lululemon continues to fade for serious, seasoned customers, that erosion will eventually trickle down to other consumers as well. This transition could easily be accelerated if the Next Big Thing starts to gain traction with the same “sneezers” that lululemon has left out in the cold. Although their current strategies might provide short-term gain to satisfy shareholders, it leaves the long-term fate of lululemon in an extremely precarious and vulnerable position.
Am I saying that lululemon is doomed? No, I think that’s premature.
If lululemon does slip from their throne, it won’t happen quickly. Their empire has a very long way to fall before their fate is truly sealed. They still have plenty of opportunity to recover, the question is: will they see the writing on the wall and change their course before it’s too late?
Tracker are now 64$
Thanks for pointing that out! Looks like that increase was only for Canada.
It’s just sad when you read the boards, chat groups the loyal and 1st adopters are saying just that they will either move on or limit their purchases and have more restraint on the weekly drops.
As a more recent adopter of lululemon since 2014, I as a fan in UK have always have had to have restraint due the expensive prices and it being a higher end line. My buys are limited to is it necessary, is, it worth it and paying close attention to the wmtm in store and online which is frustrating because there is no comparison with what is reduced in store to online.
I am just waiting to see how much more they are going to charge Lululemon fans in UK.
I hope they don’t raise prices in UK, too, they’re already pretty high! I sometimes wish I had discovered lulu earlier so I could’ve gotten my hands on the stuff that was even better.
You have articulated very well what truly is at the heart of loyal lulu fans disenchantment with the brand.
I agree that the price of their shorts is not out of line albeit their designs are very basic and lack any detail but they are popular fits. I have the Run Full Tilt shorts from 5+ years ago that are an excellent 5″ inseam running short that don’t ride up and have beautiful detail that today I would gladly pay $70. or more for. We are just not getting this type of detail anymore in new product which is really disappointing because it was the detail that made me buy a lot of product. I am willing to pay the new price of $58. plus tax for Run Times but I don’t think they are worth more than that and would definitely stop buying them or maybe only buy one pair a year if they were to be priced any higher. Depending on what province you live in Canada they are faced with a high sales tax along with GST so these price hikes are quite significant.
I am so glad you mentioned Seth Godin’s The Purple Cow in this post because what he refers to as “sneezers” and their importance to the success of a company is exactly what Lululemon today is trying to kill off and for the life of me I can’t understand why. Lululemon’s “sneezers” have been the envy of many companies for years and would be thrilled to have such a loyal following. Could it be that the new CEO and other new key members of management have never worked for a company before with such a huge following of “sneezers” and they just don’t understand that this following is not a given, it’s a gift that can be taken away?
Yes you can say I have been a “sneezer” of Lululemon for 15 years. I know the product, I know good quality and design when I see it and I have gladly spent thousands of dollars over the years. Yet this company in a matter of a year has literally destroyed my “sneezer” mentality. I no longer talk up the brand, I no longer feel as good to be sporting a lulu logo on my back and those days of spending a whole lot of money are gone. I don’t feel like my loyalty has been respected and therefore my respect for the company is gone.
Thanks for such a thoughtful comment, Cin! I think you’re right that the detail has been fading from many designs. I think that’s probably why I’ve found myself sticking with tried and true favorites rather than seasonal designs.
You also raise interesting points about the company leadership and their dealing with “sneezers”. I’ve often wondered whether lululemon is trying to actively alienate that contingent. It seems like business suicide to do so, but it really feels like that’s what’s happening sometimes. I agree it’s hard to respect and stay loyal to a company when the feeling’s not mutual.
Grr for the price increases. I wanted a Free To Be Bra and I swear they went from $42 to $48 overnight. So maybe I’ll wait for a weird but tolerable color to go on markdown so I don’t have to pay the new price.
I like Sweaty Betty—but they have sales. I currently have a $25 off code. They do quarterly sales. Lulu doesn’t. The WMTM is always a joke. $5 off? That’s not a deal. Sigh.
I’ll be interested to see if more (good) colors and styles start to make their way to WMTM over the next few months. It seems like the WMTM selection improved a little bit after the next price hikes, so who knows. But as you pointed out, other brands’ sales still put lulu’s MDs to shame.
right on! Well said. I refuse to think $4-$10 increases are a big deal, but you are right, the way it’s done is distasteful. And it’s VERY disheartening to have your prized gear fall apart in front of you with hardly any wear. The strongest reason for me to continue to buy Lulu is the resell value. Ive tried to resell Athleta…..hardly anyone wants it.
THIS is the reason I have stuck by lulu for as long as I have – resell value. I would’ve long switched to Athleta but the resell for it is horrible. Best time to buy Athleta is when it goes on sale – because it always does at the end of each season.
It depends. There are also some core Athleta styles that do sell well, like chats and chi tanks, sonars, etc. I’ve done fairly well reselling Athleta on ebay and an Athleta bst Facebook page. But I do agree with you that Lulu holds a higher resell value – usually well over 50% and up to 100% in some cases. Athleta is maybe around 25-30% if you were unlucky enough to pay full price.
Very true. I’ve tried to sell numerous non-lulu pieces from comparable brands, but I’m lucky if I even get 50%. Some of them won’t even sell at all, no matter how low I go. I hope the resale market for other brands picks up a bit more.
I just want to say this is a really well reasoned, organized, and researched post. I’ve read your blog for a few years now and I love its evolution. This is so professional. And you were very smart to branch out to other brands which gives you a better perspective of how Lululemon fits in the greater context of athletic brands.
Thank you so much! The past couple of years have been a huge learning experience for sure. :)
Interesting and well articulated post. With a full lulu collection of items I truly love, my hard earned dollar will only be handed over after serious thought. Lulu was always rather pricey in my eyes, so each purchase was thought over. After building a collection of new items, MD items, and second-hand items, I only purchase if something really catches my eye and is functional to the type of training I do (WUP, most long sleeve items, anything cotton, is a no).
After last year’s increase, I began losing interest in some of the “fancier” new items, and stuck with the core styles (speeds, crbs, power ys) because those items were still at a price point I was comfortable with, and in my eyes, they performed the same as their more expensive cousin. I was turned off, yes, and my reaction was to be more selective.
This time, I’m annoyed again, and will give even more thought to my already overly analytical purchasing behavior. While I love lulu and their designs are flattering and more importantly functional, my collection is near complete, and anything missing may come from another company. I’m not willing to shell out $80 on a top just because it’s lulu when Gap has a similar top that’s just as functional for $40-$50 less. I agree their long term strategy has some problems, and only time will tell where they end up falling.
I definitely felt similarly on the middle paragraph. I usually stick with the core items because they perform so well for a reasonably manageable price. On the plus side, at least you were able to build up most of your stash before having to pay ~10% more.
Very well written as I have stated if the quality was the same as it was in the past I wouldn’t care about the price increase but when a new pair of pants looks as worn after one wear as a 5 year old pair it’s disheartening and makes me put down my lulu kool aid I also personally am not a fan of how they have redesigned almost all the staple peices I’ve grown To love so for me I’m not buying as much because I’m just truely not loving a lot of what the company has to offer right now
Yup, I totally agree with you, Valerie. If the quality was there it wouldn’t bother me nearly as much to pay more. It’s getting progressively harder for me to find things I love, too.
Very well written post and I appreciate this perspective very much. I was a sneezer. I am a sales person so found it easy to “sell” lululemon to other people. And I feel like I got caught up in it and this was a wake up call. It did feel greedy to see the prices rise by that much money and the PR around it is horrible, they are not upfront and dont give any explanation from what I can see. Thank you for this post today! great timing.
Thank you Marg! Lulu’s PR has always seemed lackluster. I’m not sure if they deliberately incite controversy or if they’re just tone deaf or if they just don’t care. In any case, it’s pretty frustrating at times.
Thank you for this well thought out post. You have touched on many issues that I wanted to comment on myself. Esepecially being a Canadian, I definitely feel twice insulted by the increase of price. I have bought Lulu for a loooon time (when it was only available in Canada) and seen the quality decrease over time. I would say for the past 3-4 years I have been buying a lot less anyway. I have a ton of stuff and am also now distracted by other brands. Thisnew price increase is the final nail in the coffin for me when it comes to Lulu. If I buy something, it would only be from WMTM
Definitely don’t blame you. If you’re already happy with your older, higher quality goods, buying more at a higher price point gets a whole lot less appealing.
Honestly, there’s always been an aspect of lulu fandom that’s put me off – so many complain about the prices hikes, the dwindling quality, the unattractive (to them) designs, the rudeness of sales clerks – and yet they keep buying the product. They keep coming back to lulu blogs to make these same comments. I think there is a side of lulu fandom that just likes to complain. I especially feel this way when I compare lulu’s prices to other brands, as you’ve done here. (I’m not talking about commenters here, this place is a breath of fresh air).
That said, I agree with your overall point that lulu is wearing down their fan base, and with so many awesome brands to offer competition, they really can’t afford to treat their fans this way. I was never a hardcore fan, but a few months ago I still checked lulu’s updates every Tuesday and had my eye on certain items. Now I’m only aware of it because I still get their email, but if I check the website it’s more out of curiosity than for any real intention of buying anything. I’ve been burned by them too many times in the fit/quality department, and with an economic downturn in my field of work still raging I just can’t afford to hand them an extra 10 to 15 bucks for sports wear that’s not so awesome to begin with.
I definitely see where you’re coming from. I’ve also felt like the conversation in the broader lulu community can sometimes turn unnecessarily negative, even if the complaints start off valid. I’m glad that the people around here seem to be more balanced. :) And yes, these days I actually often completely forget to check what’s new until I get the email. In contrast, 3 years ago I used to set an alarm for 12:45am (when I lived on the east coast and upload was late) so I could wake up in the middle of the night to check upload. My how things have changed! Also, I hope things pick up in your field soon. :)
Thank you for this well-written synopsis of the situation. Like so many others, I’ve been a die-hard collector and fan. But, the issue for me isn’t really the price increase. It’s the declining quality and uneducated or rude eds. Combine that with the price increase, and the disparity between higher prices/lower quality is enough to break me.
Yeah. If any one of those things was the only issue, it’s not too bad, but all of them at the same time can be hard to overlook!
This is a very well written post. I have been following this issue the last couple days on several blogs and this is an excellent “essay” on the topic – very interesting!
In general I find this topic fascinating. I’m not sure why. Maybe the same way global destruction and virus movies are fascinating?? I really like lulu stuff (although, like others, less lately), but lulu has always kind of creeped me out. Their in-store eds are super weird (not all of them – but MANY of them), and remind me of when I backpacked the Napali Coast trail in Kauai and there were all these overly happy hippies living there, making their own “flower tea” with a glazed look in their eyes and floating in the waves all day feeling the power of the sun. They were all very nice to me, but completely creepy (sorry hippies and sorry lulu eds that are not like this!) In addition, their canned customer service responses are super weird (and irritate EVERYONE), their marketing strategies are weird, and their price increases lately are SUPER WEIRD. All companies raise prices, but they don’t do it overnight on stale products sitting on the shelves… they do it for a new season or a new color palette or a new fabric or a new design or a new SOMETHING. Anyways, yeah. They are very weird and yet have (or used to have) this huge cult following, so the entire thing is just downright fascinating as I said before.
I have always bought some lulu stuff along with stuff from other brands, and will probably continue to do so. I agree with others that the lulu resale value is very attractive, and honestly, as much as people complain about lulu’s return policy, you can basically return any lulu item at any time if it “isn’t performing well.” Sure, it’s store credit or a replacement item instead of cash, but that is still better than 90% of stores out there. Even REI now only allows one year for used gear.
Anyways… my main point in all this rambling is: I like this post and I hate to admit it, but I am kind of enjoying this lulu drama in a sick popcorn-during-a-virus-movie kind of way. I am ashamed but I can’t help myself!!!!!!
Heh, I think I have an idea what you mean. There’s a lot of Kool Aid going around in lulu-land. Lulu seems to have made a reputation off of that weirdness, and sometimes I’m not sure if that’s what’s made them catch on or if it’s their worst feature. I agree, the whole thing is totally fascinating, although I admit I (obviously) sometimes find myself smack in the middle of it. :)
Love Tees have also gone up to $64 in Canada. They just keep rolling out more and more increases in product that was already on the shelves which is so off putting.
Very well written post.
That sucks, love tees were already a bit pricey for a t-shirt. :\ I agree, raising prices on what’s already sitting on the shelves is pretty hard to swallow.
Awesome article.
What gets me isn’t the price- I’m willing to pay a premium for an item IF it’s high quality. Last time I was in Lulu I was trying on leggings- every single pair was see through.
Thanks again for writing such a great article :)
That’s so disappointing. :( I agree, I’d be much happier paying their new prices (or even more!) if the quality was rock-solid.
I am not thrilled with price increases-who wants to pay more? I do find myself checking out other brands more often. I still buy lululemon but not as much.
But I also find myself a bit frustrated with people’s responses. Athletic wear is not a necessity. If it costs too much, don’t buy it. If there is truly no market for it, the prices will come down or they will go out of business. There legitimate gripes but it ends up seeming over the top to me.
True, this is all very “first world problems”. :) Although it’s not crazy to feel disappointed and want to voice those feelings, at some point you’ve gotta shrug your shoulders and move on.
this post is awesome! you have articulated exactly what the issues are! i have tons of lulu (buying for about 8 years). have not bought 1 thing this year. it’s not even the price, look, if you are willing to pay 42, what’s 48? not even the price increasing overnight – chanel, hermes etc all do that – they don’t sell down inventory then increase prices. it’s the way lulu doesn’t “own it” and just a general decline in quality, design and innovation. the last items i bought were align pants when they 1st released, then of course the align 2, which is def not as great as the original. they are def focused on the easy dollar, people buying just because it’s lulu – but as you said, that shine will eventually fade. i love your blog so will enjoy anything you post, but have no desire to purchase any lulu, no longer even look at weekly uploads. thanks for the great job you do!!
Thanks Michelle! :) I agree, they definitely seem to be banking on people buying just because it’s lulu. Thanks for sharing your input!
I’ve decided to just start purchasing from resale sites (2 out of my 3 faves are discontinued anyway) and other brands. Half the time they tell me my R&D discount isn’t working and I need to bring in “proof” for the fifth time this year. I can get 30% off at athleta and I’m more excited to try werkshop and SB than to get more lulu anyway. I feel like my desire for soft, flattering luon-esque leggings that are opaque and won’t pill is not too much to ask for. And lots of other brands make black luxtreme-esque leggings with thigh pockets for much less. The only thing really attaching me to lulu specifically now is the hotty hot short since the what the sport short is gone.
Yes, some other brand definitely needs to step up their shorts game! And thank goodness for the resale market. That’s where I end up buying most of my lulu as well.
Great article!
I am American and currently vacationing in the beautiful Canadian Rockies. The Lulu store in Banff is as busy as during my visit last year. Clearly the price hike has not affected many people’s ability and desire to purchase lulu, especially among the international tourists.
Yeah, that’s not too surprising for now, but I wonder if it will stay that way for the next couple of years or start to thin out. I live in a tourist town (including huge numbers of international tourists), so I’m wondering what the traffic will be like in the showroom that’s opening this fall.
I’m an avid purchaser (2-3 orders a week) of Lulu and will continue to purchase from them. I’m not happy about the price increases, but a few more dollars isn’t going to break the bank. What I find comical is all the lulu followers/fan that talk about not buying or boycotting because of the price increase, but they will do ISO for an item and pay up to double or triple for a “unicorn” – please stop complaining!! Just sayin’
I think consumers have a right to voice their concern though. I have left negative reviews on items that don’t live to standards on their site. I have seen the exact same item decline in quality over the years (I’ve been a lulu fan for more than 10 years). It’s not just the price increases; it’s the increase combined with poorer quality. And even farther increase for the Canadian market is frustrating to me as a Canadian. I think a lot of old school lulu buyers feel the same (probably different if you’re newer to the brand)
For me I don’t use the word boycott though. I just buy a lot less or from WMTM, I have been doing that since 2013 anyway ;) plus now lulu is so mainstream everyone at my gym is wearing it lol. I like to stand out in the crowd so I’ve branched out quite a bit in these last few years.
I agree, the quality has gone down (e.g.., my favorite run inspire crops from 8 years ago look newer than ones I’ve purchased in the last 2 years – but I can also say the same with some Nike purchases, etc.) I too, have been a lulu fan for 10+ years. Voicing concerns and “boycotting” (which is what so many in lulu groups on FB have been supporting) are completely different. We all have a choice to purchase or not, but if we continue to posts all the items that you HAD to buy each week when they upload the new items, but yet complain about the price increase….it’s not really voicing concern about quality, if anything, it’s showing support. I love to mix in the WMTM because we all love a great deal!
LOL, I will admit, recently I have been circulating quite a few non-lulu items into my rotation. You’re right, we don’t stand out as much ;)
I have to say, as someone who is somewhat inadvertantly boycotting Lulu (since every time I walk into the store and try something on, it fits terribly, or the fabric is crappy, etc.), that posting an ISO for an older item that you know will be high quality is very different than buying a new Lulu item. I still scour Ebay and the FB groups for older items that I’ve been looking for, but I haven’t spent any money with Lulu directly in over a year. I’ll continue to hunt down older items that I know are going to last, but I refuse to spend my money on crappy, sheer leggings that literally rip at the seams when I try them on (yes, this happened, and it was even a size up from my normal size!).
Yes, that’s more or less what I was getting at with my comment on the resale value of SeaWheeze items. Although I don’t like the new prices and the way lulu has gone about doing them, I also will admit that I have spent quite a bit more. At the end of the day, everyone has to vote with your dollars. Voicing complaints aren’t very useful if you keep buying just as much. Although many aren’t really doing that voting, I think many are. I just think they aren’t quite as vocal about it.
This is the best post I’ve read about the price increases and what is going on at lululemon. This means so much more and makes a much greater impact than folks saying “Last straw!” like they’ve been doing for the past five years.
I think you’ve said what so many of us have wanted to say. I’ll still buy for sure, I just did after the the price increase, I’m just being very picky. I hope someone in lululemon marketing reads your thoughtful post and passes it along.
Thanks so much for the positivity! :) I will still buy too, but the amount I buy has been steadily slowing, especially as prices go up.
Great post, and clearly it’s resonating with your readers! I wanted to add my thoughts to the discussion.
I am one of the LLL early adopters. I live in the U.S. and would travel to Canada on business and for vacation, and I would hit up Lululemon because it wasn’t yet available in the U.S. I was so evangelical about the brand when it first arrived stateside that I pretty much take credit for the quick adoption in my market. ;)
Kidding aside, I have left my fangirl-level love back in 2014, and although LLL compromises the majority of my activewear even now, it’s being slowly eclipsed as I lean more and more on newer competitors, such as Athleta and Bandier.
I am a dedicated athlete, and because I work out hard, fit and function comes first. LLL used to deliver in a huge way, and still does a lot of the time. However, so do a lot of other brands. What used to set LLL apart was the lovely design, and quality: feminine, flattering, so thoughtful, and detailed. You could just see how the designer put their heart and soul into creating something that they would love to wear and would make other women feel amazing. Now LLL for the most part functions and looks like anything else. Have you seen the new Athleta releases for Fall? They are COMING. FOR. IT. (I want to buy everything!)
Price- here’s where you and I disagree, AA. Lulu is not priced as high as some specialty brands, but those brands are extremely niche because of their price points. LLL has a huge marketshare, and therefore has a much more diverse demographic. I am of the opinion that $150 tights are NOT attainable enough for most consumers, and therefore by default will remain niche with small market share.
LLL wants to play with Nike, which boasts a huge marketshare in part due to their tiered pricing structure. Do they have $150 tights? Yes, and those are very special and targeted to an elite customer, either in terms of athleticism or income or both. They also have a downmarket pricing tier with $30 running shorts and $25 tanks, too.
Again, my opinion here, but I believe that part of the success of the Lulu brand is that it was *just* expensive enough to be special and aspirational for the majority of consumers, yet not so expensive that it was unattainable. Even a middle class income could afford a piece or two on a special treat, justifying it with quality and longevity, pushing that cult status.
I understand that LLL is trying to raise profit margins, which as a businesswoman myself I can appreciate, but I think they have to keep in mind that what rocketed Lulu to cult status (and a household brand) was the quality while walking the line of affordable/aspirational. I don’t believe they’re pricing themselves out of the affordable aspect just yet, but they are quickly eroding their image of quality.
I’ve heard LLL referred to as “basic” more than once recently, and I think it’s becoming true. Many pieces are now for the label, (lots of women would never buy it if it had the Athleta logo, but since it’s Lulu, people want it!), whereas before while the “label” was status, it was more about function and quality for athletes who needed function, but also wanted to look/feel great while they sweat. LLL was a category innovator/disruptor in that regard (CUTE workout clothes!? Flat yoga waistbands on run tights!?), and for awhile they had a major point of differentiation. However, not so much now. Every major label has jumped on the cute & function bandwagon, and so it’s a bad time to let things go when everyone else is stepping it up!
Disclaimer- in the 12+ years I’ve been buying LLL, I’ve possibly now grown out of their key demo. Even though I’m an athlete, I am now mid-30s. Perhaps the reason the brand has lost me is because I’m no longer “Ocean.” ;)
Who knows.
Thanks for the great blog- it’s my favorite!
I’m in the same situation – I love my old lulu stuff, and have been slowly scoping out newer brands to try. The terrible quality of my beloved speed shorts and phasing out the run inspire crops kind of breaks my heart, but I can’t bring myself to buy expensive stuff that doesn’t fit well. Do you have any suggestions for other brands to try that have similar styles? I’ve found Athleta lacking in the shorts department, sadly, so I’m always on the lookout for a replacement for the Speeds.
It frustrates me sooo much that speeds quality has gone noticeably down, because there are truly no alternatives at this point (at least for me). I would happily pay >$60 (>$70?) for a pair as good as my older pairs. :(
Wow, thank you so much for sharing such an insightful comment, Allie!
Your point about pricing is very well-taken. It would be extremely difficult for a brand like Lucas Hugh, for example, to ever be truly mainstream. That is probably by design. That said, given that everyone thought lululemon’s yoga pants prices were too high when they started, and that clearly didn’t stop them, I do wonder how much the market can *really* bear.
And also: yes, I agree that many lulu items sell almost exclusively because of the label alone. And I also agree that Athleta’s new collection is looking extremely strong!
I really enjoyed reading your post on the price increases. I agree that there’s so many other brands out there that are not mainstream but charge more than Lululemon. One of the reasons I like shopping at Lululemon is being able to get to a store fairly easily. Also being super petite is scary when shopping online for brands I’ve never seen in person. 95% of the time, something needs to be hemmed and a lot of items cannot be hemmed otherwise you lose the cute little details. Bottom line- if there is something that really catches my eye and it actually fits me well, I am willing to pay premium prices. It’s all about buying what you really love.
Very true. When you aren’t average-sized, it definitely adds another layer of complexity to the whole situation! :\
I find all this pricing stuff kind of amusing because, in terms of basically any dedicated-sport apparel, $100 pants is nothing.
The only reason this is really a “problem” is because of the widespread adoption of Lululemon. If it was still a brand that appealed only to yogis, hardcore athletes, etc, then the pricing would be irrelevant because the product performs for its intended sport – and there’s not nearly so much competition. Once you go mainstream, it becomes a race to the bottom, because everyone wants something for nothing – the best quality, the best fit, the best patterns, the best colors, the best materials, for the lowest price. Whether the product performs or not also doesn’t matter, because the people using it don’t need it to. Thus, the current situation.
I’m picky about workout clothes. I rarely buy lulu only because their in-store selection is so bizarrely curated that I can’t necessarily walk in and expect to find what I wanted to go in and try, plus the limited-run thing is annoying. I could order online, I guess, but I hate doing the guessing game and returning things. I enjoy that I can go to Athleta and I can touch the things I want to buy and they usually have most of the colors available in-store. Whatever makes my life easier is going to be a selling point. If the service matched the price, then whatever, but it doesn’t.
Thanks Lauren, you make some really good points. I like your comment about the race to the bottom. In fact, just last week I was at my CrossFit gym and I was talking to a man who said it “makes him angry” that a pair of cycling shorts costs $100 (he thinks this is egregiously expensive), and why can’t someone just make something cheap that performs really well? I think that illustrates your point exactly.
Great analysis. My workout wardrobe is over saturated, so I’m lukewarm about any LLL news these days. I’d buy Trackers–the only shorts I can run in–at the increased price if they fix the liner issues in the new version; I wouldn’t buy the new version for even $5. I’ll also pay a premium for run jackets because I haven’t found anything comparable. But for everything else I’ll continue to browse WMTM, where I always seem to find good deals on things I wanted anyway. Even theme, I put a lot of thought into buying something because when something comes into my wardrobe, something else has to go!
All very true. It stops making as much sense to keep paying premium price tags when your wardrobe is already bursting at the seams.
Again another beautifully written post. I’ve been a long time lulu collector since 2002. I had to have the stuff imported from Canada back then because it wasn’t available online in the US. I found your blog looking up lulu reviews. Truth be told I will always be a loyal lulu collector. My athletic wardrobe is vast and is made up of so many brands from so many price points. From my most expensive pair of leggings from Michi $200 yikes to a $30 pair from Target and yes even Forever 21. I think that lulu prices are not that much different from other high end active wear. I have some Sweaty Betty stuff where I’ve paid a pretty penny and they pill and lose their luster just as much as my lulu stuff. I also own some Champion leggings from Target that have lasted for years and I’ve never had issues with. I don’t like paying high prices but honestly I think it’s a given that lulu raise their prices to keep up with the competition. Do I feel as though there is a decline in quality? Meh probably but that happens when demand increases. I very rarely have had issues with my lulu stuff that doesn’t mean I never have. I have but my Michi leggings although beautifully constructed are sheer in the bend and my Koral leggings have unraveled at the seams. Honestly what I find admirable about lulu is that they respond to your review when you post a negative review that is quality related and try to make things right. I’ve NEVER had any other athletic wear company do this. As a matter of fact I had a horrible experience with Alala. I mistakenly put the wrong apt number and had contacted them for 2 weeks straight every day to request a change. When they finally responded to my email I got a response that said we are a small company so we are sorry we did not respond sooner. I will NEVER order from Alala because of this. Bad customer service ruins my relationship with a company more than having a little pilling from wear and tear after a year. I hope lulu would focus more on quality control but that’s why I always keep the tags and try things on to be sure. They have a fast return policy and good customer service.
Thanks for chiming in! It’s so strange to hear you had such a bad experience with Alala. Most of what I hear about their customer service is positive. That’s too bad! At any rate, back to the point, I’ve always found complaints with lulu to be a bit tricky. I hate complaining about products in general, and it gets harder when I’m just vaguely unsatisfied with a product, as opposed to a product that’s blatantly defective. But, I’m glad that they’ve opened up their complaints policy much more than what it used to be. It’s nice to know it’s there if I really need it, which as you said, isn’t always a guarantee for any brand.
I would like to thank you for introducing me to other brands as my lulu loyalty had already begun to wain. The previous quality and detailed design just is not as great anymore and I have experience my own myriad of quality issues. To be honest, since I have been seeking out other brands more and more, the current lulu quality level is more abundantly clear. While I was lulu exclusive, the steady decline was noticeable but seemed tolerable as the (engineer talk) delta in quality was small over periods of time. As they priced items higher, I honestly reached for other brands with similarly high price tags, in some cases that higher price after clearance markdown! Once I began doing so, I realized the stark difference in quality of some items. And after some time I noticed some other brands held up just as good as my older lulu while my newer lulu (sometimes literally) fell apart at the seams. While I have not found a replacement for some core items and certain materials (speed shorts, energy bras, and RULU!!!) most other things I have found better options. That being said, in the overall scheme of things, they do not seem to be as expensive as they used to be when they were the best option around even though they were at a higher price point. There are more options now, many higher priced. I think in part because of this, not just the brand itself, there are a great many new fans of lulu. I think this trend will continue for a while… Even though the die hard may dwindle, these new people who do not remember the good old days will grow, at least for a while. I think they can recover, but they will have to learn it is not only about the bottom line. If they want to keep their image as a high end brand, they may even have to raise prices again, however they MUST reach backwards for their roots and find their thoughtful design, quality, and function again. And… stop offering horrible designs that do not function, patterns that look hideous, items that wear well and last, seams that do not unravel, waist bands that do not roll, fabrics that do not pill just for looking at them, and CUSTOMER SERVICE THAT TREATS THE CUSTOMER AS IF THEY GIVE A S#!% AND NOT EVERYTHING IS THEIR FAULT. There is nothing quite as bad as being severely anxious about attempting to return something for fear you will be blamed for *gasp* wearing your item once, not even to a workout, not even washing it, and it has a major quality issue…
Totally agree that they might be able to fool their newer customers for a little while, but they ultimately need to learn how to marry a great bottom line with a great product. Also agree that those 3 items you listed (speeds, energy bras, and rulu) are *exactly* the items that I’ve found so hard to replace! Sweaty Betty actually has a great thermal fabric that I’ve had good luck with, so that’s my only potential replacement thus far.
Thanks for the tip Suzanne! I will have to check that out!
I may have reached my lulu limit. the same swiftly tops that were on sale last week (even after the price increases) are now “on sale” for $1 more than the old regular price! the price discrepancies between stores (I live and/or work close to 4 stores) and online has always annoyed me, but this is just rude. and I know if I call a few stores, I’ll get 3 different prices. meanwhile, I just bought a pair of michi and alala tights on sale for over 60% off which I can return if I don’t love them. I still love some lulu items, I just can’t accept them spitting on my head and telling me it’s raining. come on, lulu. the same swiftly ss that was marked down to $44 (from $58) is now “on sale” for $59! who does that?!!! #rantover
Yes, the final sale thing is a huge downside! In theory you *can* return them if you’re truly dissatisfied, but usually it’s met with a massive guilt trip, whereas as you mentioned, you can just return tights from other brands without any fuss at all. Also: love your telling us its raining figure of speech, hah. Very apt at the moment!