Editor’s note: Jeff Edelstein is a blogger for research firm CivicScience, Pittsburgh. This is an edited version of a post that originally appeared under the title, “Six things you probably didn’t know about Lululemon fans.”
Lululemon, the yoga-inspired, high-end athletic clothing company has built a reputation on the street for consistently topping earnings estimates.
While we won’t look at the earnings, we will look at a few stats. To start, there’s a lot of people out there without an opinion on the brand, and one out of six Americans holds a favorable view of the company in Q2 2019. It’s no Target or Walmart, but for a niche brand that’s a strong favorability.
So who does like Lululemon?
Plenty of interest in no-interest: Americans who have tried and liked online, interest-free payment programs are 120 percent more likely to hold a favorable view of Lululemon than people who have no interest in companies like Affirm and Afterpay. Not surprising, considering the prices on some of those leggings.
Parks and recreation (or sitting on the couch): While Lululemon bills itself as an athletic wear company, there is also the chance some people might just want to relax in their clothes. In fact, Americans who say they watch 10 or more hours of sitcoms in a given week are nearly twice as likely to hold a favorable view of the company than people who don’t watch any half-hour laugh fests.
Hold the joint, pass the oil: Cannabidiol product users have twice the favorable view of Lululemon as people who have no interest in trying them.
It’s a whole body workout: People who have a favorable view of Whole Foods also have a favorable view of Lululemon to the tune of 25 percent, more than double those who hold an unfavorable view of Amazon’s self-described “healthiest” grocery store in America.
Lulu, do you love me? Fans of Drake are almost twice as likely to also be fans of Lululemon compared to people who aren’t riding with the superstar.
Pinned to win: Daily Pinterest users like Lululemon at more than twice the rate of non-pinners.
Lululemon has a core group of fans, and with its large neutral rating in the CivicScience favorability index – remember, three out of five Americans hold no opinion on the brand – there is plenty of room for the company to grow. The flipside, of course, also holds true, with plenty of room for the company to falter.