Okay, the business pages these past months have been full of stories about Canadian sportswear manufacturer/marketing powerhouse/success story Lululemon™: Lululemon™ founder sells out for a gazillion bux! Lululemon™ goes public with a monster IPO! And just yesterday: LuluLemon™ snags a former Starbux™ CFO for its board! Omigawd!Lululemon™ purveys yoga wear featuring built-in "butt bras". These are purported to make any woman's ass look great. No, great!
Quibbles re: jawdropping prices, and non-yogis wearing the ultra-casual gear in inappropriate business & formal situations are summarily thrust aside by acolytes worshipping at the lululemon™ altar, because their asses look great. No, great!
There are, of course, flies in the lemonade. There always are. The trademark completely-synthetic nylon-spandex pants themselves are said to be prone to pilling faster than cheap 70s leisure suits. Hey, they're synthetic. The fashion police are starting to realize that fashion-impaired teens are stuffing themselves into low-rise lululemons™ five sizes too small, for that winsome plumbers' butt look. And (gasp!) obese people are buying and wearing lululemon™ stuff hoping the pants will whittle 10-odd cheeseburgers from their thighs. These poseurs are driving the brand's cachet downmarket. Unlike, say, all the poseurs I see every day, running around downtown, dressed in lululemons™ and carrying yoga mats™, but for some reason never actually attending any actual yoga™ classes.
But anytime life hands you a sackful of bagged-out, overstretched lululemons™, hey, it's a chance to make us some lemonade. I'm pretty sure no less an authority than Ann Landers herself said it.
So here's the scam: Aggie is becoming a crafter. Who sews quilts. Who is buying a sewing machine. Who can teach the ESIs to sew in conditions that, when we get up to speed, will echo East Asian sweatshops. All perfect for crafting stylish mu'umu'us. Ya heard it here first: Mumumelon™!!!!: exercise wear for all the people who shouldn't wear lululemon™. Given North American obesity rates, I'm pretty sure our target market ain't trivial. We are so going to make a killin'....
Muumuu Cam
