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  • Consumerism or cultism? A lululemon yoga group in action
    lululemon athletica (2012) ©
CASE STUDY

lululemon: are you a believer?

Yoga apparel brand lululemon has achieved record sales by employing a combination of scarcity marketing, fanatical sales teams and self-help teachings.

Location United States

Scope
Yoga apparel brand lululemon has achieved record sales by employing a combination of scarcity marketing, fanatical sales teams and self-help teachings to create a cult-like following. It goes beyond simply selling goods, offering instead a complete 'lifestyle package' - and has become a prime example of the Experience Economy in action.
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