Welcome to Day 16 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Lululemon!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Here is the data unwrapped:
What is the first word that comes to your mind when you hear Lululemon?
Expensive: 51.5%, Athleisure: 33.5%, Athletic: 4.3%, Premium: 2.3%
How would you describe the "typical" customer of Lululemon?
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"People who go to yoga and boutique fitness — fit, brand-conscious folks willing to pay for name and style."
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"Someone who exercises, cares about brand and style, young and comfortable in the city, often women with money for nice clothes."
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"Someone who goes to boutique fitness classes, cares about style and brand, and can afford higher prices — often younger, active, and into yoga or athleisure."
If you could rename Lululemon to describe what they actually are, what would you call it? Result: Top Recurring Responses:
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"Premium Athleisure"
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"PriceyAthleisure"
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"LuxuryAthleisure"
Describe Lululemon in exactly three words.
Expensive
Stylish
Comfortable
If you could fire the CEO of Lululemon, would you? (Yes/No)
No: 97.1%
Yes: 2.9%
If you met the CEO of Lululemon, what is the first question you would ask them?
"Why are your clothes so expensive?"
"Why are your prices so high compared to similar brands?
What is the maximum price (in dollars) you would pay before walking away?
Average: $77.75
How long do you expect a Lululemon product to last?
Average Duration: 2.3 Years
If you could change one thing about the product, what would it be?
"Lower the price."
Who is the biggest threat to Lululemon?
Nike
What is the best alternative to Lululemon?
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"Athleta" (58.5%)
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"Nike" (32.5%)
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"Uniqlo" (1.4%)
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"Target" (0.8%)
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"Under Armour" (0.5%)
Why haven’t you switched to a competitor yet?
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"I generally don't buy Lululemon — it's not aimed at me, so there's nothing to switch from."
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"Because I still sometimes prefer the fit and fabric of Lululemon, even if it is expensive, so when I can afford it, I buy it."
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"I mostly don't buy Lululemon — cheaper brands meet our needs, and my family has to watch every dollar."
On a scale of 0-10, how much do you trust Lululemon?
Average Score: 5.1
Score 3: 3.0%, Score 4: 26.5%, Score 5: 28.5%, Score 6: 40.4%, Score 7: 1.6%
Do you think Lululemon’s best days are ahead of it or behind it?
Ahead: 94.8%
Behind: 5.2%
Does Lululemon actually care about its customers?
No: 68.7%
Yes: 31.3%
Do you know the name of Lululemon’s CEO?
No: 98.0%
Yes: 2.0%
Does the CEO’s public behavior make you less likely to buy from Lululemon?
No: 53.6%
Yes: 46.4%
Do you think the leadership at Lululemon is competent?
Yes: 63.9%
No: 36.1%
Is the leadership of Lululemon a liability to the company?
No: 57.7%
Yes: 42.3%
Do you think the CEO uses their own product?
Yes: 87.5%
No: 12.5%
Do the executives at Lululemon seem out of touch with reality?
Yes: 72.9%
No: 27.1%
Would you buy Lululemon if it weren't on sale?
No: 79.7%
Yes: 20.3%
Is Lululemon worth the money?
No: 80.0%
Yes: 20.0%
If Lululemon raised its prices by 10%, would you still buy it?
No: 85.4%
Yes: 14.6%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale)
Average Score: 4
Result: Score 2: 4.0%, Score 3: 12.8%, Score 4: 56.8%, Score 5: 26.4%
Has the quality of Lululemon declined recently?
No: 88.2%
Yes: 11.8%
Is Lululemon too "woke"?
No: 86.6%
Yes: 13.4%
Are you loyal to Lululemon because you like it, or because you’re stuck?
Not loyal: 67.1%
Like it: 32.8%
Stuck: 0.1%
Do you think Lululemon will exist in 10 years?
Yes: 100.0%
How likely are you to purchase from Lululemon in the next 6 months?
Average Score: 2.2
Result: Score 1: 22.4%, Score 2: 47.3%, Score 3: 19.3%, Score 4: 11.0%
See you tomorrow for Day 17!
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