The Vancouver giant Lululemon Athletica Inc. (created by Dennis Wilson) has continued to surpass expectations of how it will 
do in specialized field in the retail industry. Friday September 10th Lululemon showed “a more than doubling of profit on a sharp jump in revenue”, that sent their shares soaring (up 13 percent to close at $41.89).
This sales improvement was due to increased traffic into their stores coupled with higher prices. “Lululemon Athletica’s impressive second-quarter results affirm our thesis that the firm’s strong brand image, quality merchandise and grassroots marketing strategy will attract a loyal customer base despite an uncertain economy” said CEO Christine Day. The increased traffic is due to Lululemon’s “aggressive” growth plan through e-commerce, new stores, and showrooms.
The Lululemon brand is so strong because of the marketing of its brand and because it was first in the specialized yoga market. It started off by marketing its clothes as high quality. Once that was established in the consumers head they moved to the image of well-being, offering such perks as free yoga classes. These aspects started off as points of parity but have now become points of difference as more and more people experience the Lululemon brand.
"Guide" to well being