As of today, Lululemon announces their new line extension of yoga paints and mats but this time their apparel is crafted in leather! Did anyone see this coming? Personally I had no idea that leather apparel for yoga would be desirable. When we think about the marketing mix, specifically Product “P,” Lululemons marketing team had to think of every little detail before adding depth to their yoga products.First off, to enable a new line extension, it is vital that your company has strong brand equity to allow the depth of your product to be successful. Sometimes, when a company adds depth to their product line it can sometimes ruin the existing line of products. Lululemon has done an excellent job gaining the trust of their consumers, and I believe that consumers will accept this new yoga product. Currently in the product life cycle, the leather yoga pants and mats are in the introduction stage. The products are new to the world, and it’s important that Lululemon masters promotion to allow for transition into the growth stage of the product life cycle. I think they have done an excellent job through this promotional ad linked here. Through their promotional ad, immediately the consumer has affection for all the sustainable practices that are involved making the products. I believe that Lululemon will see a growing number of new consumers to their existing customer base and that this is an excellent route to expand their brand. Right on Lululemon! Keep the creativity and sustainable practices going!
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URL used:
https://www.youtube.com/watch?v=Og0uyUEr1PA
