How to Become a Trend: Lululemon’s Super Product Empire
Consistent ad exposure, if it lets people keep seeing your ads, will gradually become the dominant trend. The founder of a top-selling product said this, and his way of judging trends is: when something appears frequently (3 times) within a short period (1 day), it becomes a trend.
Then the founder’s product philosophy is to make products first comfortable for the user, and then good-looking when worn. Based on this, targeting middle-class women (24+ years old, middle-to-high income, not price-sensitive, like exercise), the design is for their yoga pants to be wearable in the workplace.
It became truly popular during World War II, which prompted more than 60% of women to leave their homes and enter the workforce, combined with this historical context, lululemon officially created a super-hit product.
Not wearing lululemon while being in the same yoga room as those who do feels like an offense to its prestige.
The shaping of faith involves employees (whose basic composition is store staff; store staff can invite high-spending users with referral social skills to become store ambassadors, which are essentially second-level sales staff without a base salary but enjoy an annual free product usage allowance of $20,000). They should attend the Landmark Forum within six months of joining and learn how to set two-year, five-year, and ten-year goals. Each year’s goals should include two health goals, two career goals, and two personal goals, all of which ultimately serve as key metrics for recruiting new members. (China reportedly currently has 3 million yoga annual consumers spending $5,000–$20,000.)