After thinking about some of the most popular clothing items in today's World, specifically on a college campus, one brand of leggings/athletic-wear stood out to me: Lululemon. The Lululemon brand as an entirety is quite expensive, but one of their most popular items, their leggings, carries a very hefty price tag. A pair of Lululemon leggings will cost an individual about $98. While it is no secret that the material and fit of these leggings radiate nothing but amazing quality, the hefty price tag definitely makes Lululemon leggings an item of luxury and exclusivity. Similar to the Tennis Whites discussed by Jamie Schultz in this week's readings, Lululemon leggings are not available to just anyone. Firstly, while Lululemon does have an online shopping website, physcial Lululemon stores can only be found in larger cities. For example, the closest Lululemon store to the Quad City Area is Iowa City. For this reason, it is appropriate to assume that most individuals wearing Lululemon leggings are from larger cities, rather than rural, small towns. Secondly, the signficiant price tag on Lululemon leggings definitely narrows the amount of individuals who can afford a clothing item like this. This item is commonly marketed towards upper and middle class individuals. In addition, Lululemon leggings are also marketed towards the teenage and young adult population. Many of Lululemon's advertisements and marketing pictures depict skinny, young women wearing their leggings as active-wear or work-out apparel. As a result, the majority of Lululemon's consumers use their products for the same purposes. It is common to see women and girls wearing Lululemon leggings on college campuses, in gyms/workout areas, and even as everyday wear. In conclusion, Lululemon leggings connotate that an individual wearing this product is likely a young women from a wealthy or "well off" family.
J. Schultz. (2014). Qualifying times: points of change in US Women's Sport. Urbana: University of Illinois Press.
J. Schultz. (2014). Qualifying times: points of change in US Women's Sport. Urbana: University of Illinois Press.
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