Lululemon didn’t change its story that much; it changed the way it tells its story to customers. The company credits a new way of organizing its product line for a recent uptick in sales. Lululemon found a way to eliminate some of the confusion customers were facing about which pants to buy — and by introducing clarity the company gained happier customers and a better-looking bottom line. (Not to mention customers with better-looking bottom lines too.)
Instead of organizing the pants in its stores from tightest to loosest, as it used to, Lululemon still uses the fit — what it calls the “sensation” — but puts the emphasis on what the pants are best used for and how they’ll make customers feel. The five sensations of Lululemon pants are: Naked, Tight, Hugged, Held-in, and Relaxed.
Naked: “engineered to feel like your go-to-lightweight, second-skin layer”
Tight: “supports your muscles so you feel streamlined and fast”
Hugged: “feels like a comfortable embrace that holds you close and moves with you”
Held-in: “strategically placed zoning keeps you feeling secure through your abs, hips, bum and thighs”
Relaxed: “sits away from your body so you feel like nothing is in your way”