While cruising my yoga blogs I came across a post at Yoga Buzz regarding Old Navy's line of yoga wear and their advertising/marketing campaign taking shots at Lululemon and its prices.
Here's the post:
Old Navy Goes "Yoga-ing"
If you think yoga classes are expensive, don't even think about shopping for yoga clothes in a cutesy retail boutique store! Some of the big-name yoga brands can charge close to $100 for a pair of yoga pants. With this in mind, mass retailer Old Navy recently launched a line of affordable yoga clothes, and is marketing the line with signs in their stores that say, "Our guru thinks you're lulu if you spend $90 on yoga pants." (Lulu? Is that an abbreviation for looney, or are they referencing our friends at Lululemon?)
It seems like a sound strategy in these economic times. What do you think? (And can any of you speak to the quality of the Old Navy yoga line?)
Here was my comment to the post:
Perhaps the $90 is not in every yogi's budget--however, they last and are expensive because the company cares about human rights and sustainable practices. Though your Old Navy gear may not cost much, it is also manufactured in a developing nation where the workers are not usually paid living wages and the company does not prioritize the health and rights and future of the workers.
Sometimes you pay more because as a consumer you use the power of the purse to encourage thoughtful consumerism. With such a move toward sustainable agriculture, fair trade products, etc., it is companies like lululemnon that promote social awareness and allow consumers to purchase products that they can be proud to wear. Clothing can only cost pennies when the people manufacturing it are paid less than pennies.
And here is YogaDork's Post today on the same topic:
UPDATE: Old Navy’s Anti-Lululemon Ad Confirmed National Campaign
by admin on March 26, 2009
in Business of Yoga, News
UPDATE: We mentioned Old Navy’s laying down the chutzpa with their new lulu-slappin “Goga” ad. Well, we have confirmation that the ad is indeed part of a sweeping national campaign - we saw it with our own little eyeballs at an NYC Old Navy store yesterday. (photo by official YD undercover agent)
Yoga Journal politely wonders if maybe they could be using an abbreviated version of “looney” rather than attacking Lululemon. Haha. We just think the Chipster should have spent a little more time premeditating on the name of his overpriced yoga-inspired clothing company.
PS. The yoga items are surprisingly well-constructed (by Old Navy standards) and cheap - we bought a yoga top on sale for 10 bucks. also, there’s a just as large running/walking section. So far, no word on how great the pants make your ass look. Reports surely to follow.
One more thing. This does seem like a major appeal to the female market, once again with not much attention to dudes.
During my last semester of law school I took a class entitled: Consumer Law. I wrote my paper on consumerism and using purchasing power as a vehicle to communicate what practices you want to promote e.g., fair trade, sustainable agriculture, human rights practices, no sweat shops, etc. I actually value companies like Lululemon that are founded on these principles. Yeah- $90 is a lot for yoga pants. But, they last, the people making them can eat at night, and if we are really talking about being "green" then don't buy new yoga clothes that are manufactured in Southeast Asia and result in a giant carbon footprint when they are shipped to the U.S. Think about what someone is paid per hour if your yoga pants only cost $25. The company marks the product up at least 150% from cost or even wholesale price. Doesn't leave much room for paying a decent wage and offering health care or retirement benefits for the people making your affordable yoga garb.
Sorry for the rant. I appreciate being able to buy cute yoga stuff without going poor--but maybe buy your Lulu stuff on sale or buy it second hand. I think Old Navy is taking a cheap shot at Lulu. What do you think?
