When looking at the biggest share of fabric used, Lululemon still relies heavily on nylon, polyester, and elastane, which are all petrol-based fabrics. Lululemon isn’t alone in this regard — its competitors also use a lot of petroleum-based materials.
Retviews data shows us that Lululemon uses the same amount of recycled polyester as it does new polyester. This is a small step, but it moves them closer toward sustainability.
One side note: a tricky element to consider when discussing activewear is that this industry has to balance performance with eco-friendly materials. Indeed, most innovations and technology for the production of breathable, water-repellant, sweatproof garments are made with highly engineered fabrics derived from petroleum. The question arises: should one compromise performance to create a more eco-friendly product?
Lululemon’s secret? Focus on what you do best —and only that.
The iconic yoga brand has done one thing since its debut, and now the big players in the industry are pushing it forward: focus on building a community. Indeed, nurturing consumers to develop a community and make them into brand ambassadors is what Lululemon has done since its early days. This helped Lululemon spend nothing on marketing but still earn almost every penny of their products.
At the same time, Lululemon’s strength lies in understanding its comparative advantages and improving its products to meet consumer expectations. “Focus on what you do best, and only that” is a crucial component to Lululemon’s success — combined with premium prices, because business is still about making money.