Lululemon takes prestige pricing to the limits. What do they do to get value and such high price products?
Lululemon focused on creating high-quality clothing. They used really nice and expensive fabric in manufacturing their clothing. They also focused on using innovative fabrics and creating a unique style. Lululemon also built itself into a status symbol. Women who wear it want to be seen as spiritual, healthy, very flexible, and for whom money is no object.
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Principles of Marketing
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