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The Lululemon manifesto: “Friends are more important than money.” Yea, right.

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Lululemon Manifesto

Some brands hit the sweet spot where people want “it” because it’s expensive.  Lululemon:   $98 yoga pants.  Genius.  Are they better than the $69 alternatives?  No.  Remember the $2,000 “designer” washer-dryer sets that came out in 1999?  A friend of mine was working as a brand manager at that company.  They planned to price them at half that.  But in research, the higher the pricing, the more moms loved them.  So, they launched at double what they should have been and the rest is history.  As a startup, keep this in mind.  Many people will want it just because it’s expensive.

 

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About

Cathy Bennett is an entrepreneur, product launch veteran, and avid coffee drinker from the San Francisco Bay Area. She graduated from UCLA with a degree in Communications and earned her MBA in Marketing from the University of Notre Dame. After 15 years in corporate marketing, Cathy launched her own startup in 2007. Despite being a small-new-online-bootstrapped company, Cathy took an aggressive, hands-on approach telling the story of her company. It was compelling enough to get the attention of the Today Show, Martha Stewart, Parents’ Magazine, People.com, Daily Candy, and PC Magazine, amongst others. Her use of social media was featured by Facebook Corporate as a “Best Practice” for its engaging use of Facebook pages. She sold her company in 2011, joing on to leading new initiatives in product launch, PR and social media for the parent company’s New York-based operation. Before her startup, Cathy was involved with corporate product launches for large companies like Ford (U.S. Launch Manager for Jaguar and Land Rover brands), Nissan (Product Manager for Infiniti’s QX4 and I30), and spearheaded Lincoln’s audio licensing partnership with THX/Lucasfilm. Cathy started Start The Startup™ to share her best practices in product launch and PR for small startups looking to attract some high quality attention.