I’m currently researching the BEST of YOGA guide Perth (after Melbourne, FREE, nonprofit, independent), which means I go to a lot of classes. A hell of a lot of classes. Every day. Sometimes several times a day. And I see many, many yogis.
You know how it is. You’re supposed to focus on your drishti. Well, I don’t know you, but I can’t help noticing people around me. And what I did notice is this: Probably 80% of yogis in any given class wear at least one (if not two) items by Lululemon. It’s the widely accepted, established yoga gear brand.
But now this:
There’s a brand that challenges Lululemon with (gasp) $400 yoga pants. If you’re wondering what these pants (“a watercolor painting full of pastels”) look like, here you go:
They’re called the “Nordica” leggings and they’re made by Bandier (they’re actually $420 but at that price the $20 more won’t matter). The brand, created by Jennifer Bandier, is only two years old but already has a flagship store in Manhattan.
And the store is more than a store: It’s a place to shop, stay, hang out:
Somehow, it all strangely reminds me of the L’Oréal slogan “Because you’re worth it.”
A marketing strategy that seems to be working well.