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Psychology Of Lululemon: How Fashion Affects Fitness

Rudnicki says the change is starkfitness classes today are much click here. more fashionable compared to the first ones she taught five years ago. But if youre buying more into the brand than yourself, it might be a matter of fitting in, not getting fit. Lululemon has been called cult-like. In one interview with Business Insider, an employee says new employees are indoctrinated with motivational CDs and Malcolm Gladwell books, and to succeed, You have to drink the Kool-Aid a bit, and if you're not going to drink it, you won't do well and you probably won't like it. Even their approach to commission is communal, with every employee getting their share of the stores sales. Enclothed cognition isn't a substitute for intrinsic motivation. Controversies asideand there have been manythe business model has been immensely successful. Lululemon is the first company to figure out how to wheedle athletics into the lifestyle of your average Jane. And as it turns out, your average Jane likes feeling sporty. Gym clothes are no longer hidden away in a bag, theyre proudly on display in your street, your office, your grocery store.
Full story: http://www.theatlantic.com/health/archive/2013/12/psychology-of-lululemon-how-fashion-affects-fitness/281959/

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