I had sort of epiphany yesterday while walking around Lululemon store as I really struggle to Buy anything in the store due to how outrageous the prices are. So I pretended that there are no logos, no branding, no marketing and stripped the clothes from all the elements associated with the brand. At its essence, it’s the most boring clothes you could ever see.
What makes it attractive? The overpriced branding. The association with the brand. The desire to be cool. The desire to feel included in the community. Its in our DNA. We lived in tribes since early ages and we will always be in a tribe. Nowadays, it takes a different form. We associate with the brand and we feel a sense of belonging. The desire to be in a tribe is a fundamental human need. We all have a longing for a sense of belonging and community.
When we swipe our credit card for a 120 Dollars shirt. We feel superior and protected because we have now entered the realm of a new tribe. The insatiable desire, the act of possessing is more important than the thing possessed.
I dare you to challenge anyone in the Lululemon tribe that the clothes are boring. You will be fought and insulted just like our ancestors fought against intruders in the tribe. They will break all their morals, principles of buying overpriced clothes because the desire of belonging outweigh the negative perceptions they see with the brand. You will be fought implacably with no mercy if you insult the tribe. I don’t care how expensive it is because I want to belong. This is the mindset.
Well, here is where things get interesting. Let’s take the new example Alo Yoga brand which is recently gaining traction. Its the new tribe. Our ancestors found against other tribes that were deemed a threat. I’m not saying Alo will eventually take over the market of Lululemon but I’m just citing it as an example. Alo is becoming popular and quickly gaining market share. Its the new cool tribe.
Conflict between tribes could also lead to change. For example, a tribe that was defeated in battle might be forced to adopt the culture of the victorious tribe. Alo is becoming the new cool brand. It is challenging Lululemon. It is now perceived as the new cool brand among the market share Lululemon has been enjoying in past decade.
Eventually tribe members will see their current tribe as running out of fashion and they will lose the sense of belonging. Because the cool tribe members have joined another tribe. Its a culture war between tribes. In a sense, Alo is beating Lululemon at its own game. The feeling of superiority and the irresistible desire of belonging will eventually push Lululemon customers to join the new cool tribe because we are social creatures, and our self-actualization is dependent on our relationships with others.
