Canada Word of Mouth Discovery #5 - lululemon athletica

Five years ago, you really did have to be on the "inside" to know about this marvel of an athletic wear brand called lululemon athletica. 

...and still even now , if you live in the U.S., unless your postal code is 90210 or 10013, you probably have not even heard about this brand.

However, if you live in and around some of the Canada's swankier and tonier neighborhoods, you will see this ubiquitous and form-fitting backward "L horseshoed logo" now everywhere...and the brilliant part, never a lululemon TV ad was broadcasted, outdoor billboard posted or radio ad ever aired ---a true Canadian word of mouth phenomenon which is spreading across borders now.

So which laws of word of mouth is lululemon exercising to be able to double earnings and revenues in each of the last four years:

#2 The Law of True Innovation -  although geared mainly for females, I must admit I'm envious at just how well constructed and thought out lulu's designs are - it starts with a NASA-like material called Luon, the fabric is amazingly stretchy, smell proof and wicking and finishes with neat little "why didn't I think of that details" - flat seaming, no gussets, key pockets, polyurethane non-irritating labels. Exactly the little nuances influencers love to talk about! 

#3 The Law of the Guru - the influencers who wear lululemon  know what they're talking about - from their zealous and perennially cheery and helpful employees to an extended group of organized ambassadors who participate in yoga, pilates and fitness, they have built a very credible  community of passionate advocates who not only evangelize about the product but are involved in all their upstream product development too.

#15 The Law of Emotion - walk into a lululemon retail environment and you've walked into a different world - if people consider Starbuck's a "third place" (not home or work, but a place to unwind, meet,  chat and connect) then lululemon might get recognition as a "fourth place" - a place to get balanced, feel energized, tackle new goals and imagine a new you - this supportive philosophy is also complemented by an e-zine, a policy and practice of social responsibility and charitable giving

#16 The Law of the Badge - lululemon is not just a great top or sweatpant, it is a healthy lifestyle personified - their stylized and simple logo is the yogic equivalent of a BMW or Mercedes-Benz hood ornament staring at you saying "I appreciate and live life well, you should too"

#19 The Law of the Cause - you see lululemon's distinct philosophy brought to life in its day to day operations and customer experience - the visual above shows lululemon's manifesto and unlike most catchy corporate visions - this one actually rings true and is not just a plaque on a wall. Their press archives are littered with charity-raising key events and responsible manufacturing practices and
I love their one statement "we hope to elevate the world from a place of mediocrity to a place of greatness." - big statement, nice delivery.

#22 The Law of the Category Jumper - unlike the image portrayed for decades of bead-wearing,   right-living but fashion-challenged yogis, lululemon clothes make anybody look and feel sleeker, sexier and more athletic - I believe they're delivering the promise of "providing components for people to live a longer, healthier and more fun life" ...and then some. Opportunities for positive and negative feedback also exist for purchasers to provide insight on how to improve their clothing. even further

#1 - The Law of Stopping Power - although having generated some previous controversy, I personally love how lululemon opens new stores - manic people line up naked for the attempt of exposing their bodies to the world for 30 seconds in an attempt to get one free top and bottom. For some it's quite cathartic, shedding not only all their clothes but sometimes long held inhibitions about their bodies. As lululemon founder Chip Wilson mentions, they really enjoy marketing their products in an entertaining "don't take yourself too seriously" type-of-way - "I've been very unimpressed with normal advertising. I think any advertising should create excitement."

Thanks lululemon, for adding some karma and soul back into Canada's word of mouth marketing!