Lululemon recently announced that its customers will now be able to buy yoga pants based on sensation. While many consumers shop based on style alone, this new initiative encourages people to purchase items based on how they feel instead.
In order to encourage customers to buy yoga pants based on sensation, Lululemon plans to install a newly designed pant wall. This wall display will be categorized according to five unique sensations: Relaxed, Hugged, Naked, Held-In and Tight. The categories are chosen based on compression science and innovative sports psychology. As Lululemon's Director of Future Concepts explains, "what it gives to our guest is ultimately choice and the ability to choose a way that they want to feel in a given activity."
The new shopping display meets a growing consumer demand for garments that are not only stylish, but also comfortable enough to wear during a demanding workout.