In The New York Times Magazine: Lululemon

MARKETING POSE:
Saulting the sun in a downward-dog economy

For its first fiscal quarter of 2009, the chain Lululemon Athletica reported that consumers spent $81.7 million in its stores, which represented a slight increase over the same period in 2008. What were shoppers buying? “Yoga-inspired athletic apparel” is how the company describes its wares. This includes specifically yoga-related gear like mats. But it also includes items whose connection to the practice of yoga is harder to parse: bags, jackets, dresses, even hats….

Read the column in the July 26, 2009, New York Times Magazine, or here.

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