Monday, August 31, 2015

NuLu Introductory Video & Choose Feeling Video

Keeping it classy.


Lululemon posted a couple of interesting - entertaining, in a unique way - new videos to introduce the new fabric/fit terminology. This video introduces the new NuLu fabric. It sounds kind of nice but I wonder what coverage is like on those of us without perfect muscle tone.



I'm not sure what to make of the Choose Feeling video. I don't know if it's because I was trained and worked as an engineer for many years or because I'm a Gen Xer but this doesn't resonate at all with me. I don't know what feelings have to do with athletic clothing other than you don't want your clothes to get in the way of enjoying your workout and being in the moment. If that's the message this video was trying to give, I didn't get it.


33 comments:

Anonymous said...

The feelings video was super weird and definitely an odd way to sell workout clothes to women. It makes me want to sit in my house and bake cookies with my kids or something, not get going with my workout :)
I will have to try the NuLu but yeah after reading a few comments and re-watching it does look like it could be sheer...

Jennifer said...

I made it about half way through the feeling video before losing interest....i just didn't care to hear about their feelings. lol

LuluAddict said...

I think pretty much every other major athletic wear company approaches workout wear from a badass empowerment point of view. I know one of my Athleta bags had "The Power of She" on it and I really liked that phrase.

LuluAddict said...

@Jennifer - I know!

Anonymous said...

Oh my goodness, I completely agree LuluAddict, and others!

Anonymous said...

@ Jennifer, OMGosh I did exactly the same thing. Then I cracked open the comments here and you had already said it.

GenX as well. Here's how I feel: I don't have to spend $108+ to FEEL anything. In fact, I'm spending a lot less on LLL and feeling pretty good about it. Full admission, I am an in touch, sensitive, feeling, kind, spiritual person. Hard core runner and yogi. I love my activities and they do great things for me all around. They have helped me cope with loss of loved ones especially. While I have a lot of LLL (older items) I don't need to do it in LLL and I don't need LLL to market me on what feeling is and what feelings are. That's why this video is so corny. What I KNOW is, they are slowly but surely losing my business and this video on feeling won't change a thing. But I'm OK with that. Perhaps another set needs to be told what feeling is so if they buy the clothes they can't get to it? Or, if men are behind this marketing of feeling, a lot of men don't register feelings/emotions (not a blanket statement) so perhaps they are exploring that.

On Nulu. I particularly like the: 'wear testing is a critical part of our process' (she said something to that effect). Hmmm where has this been on all the other falling apart or sheer items? And the aerial a$$ shot in particular to show you they're not sheer. And "tee hee I feel naked" *eye roll* over here.

Anonymous said...

The new fabric seems quite thin looking to me, it doesn't look like it hides much, even if they are opaque it just seems like they'll end up showing every little imperfection.

Anonymous said...

Yeah I definitely didn't care about their feelings either LOL! I just stuck through it figuring there would be SOMETHING about athletes hidden in there....NOPE!

Anonymous said...

@ Jennifer @ LLA....i too lost interest midway into the video...I kept thinking to myself, this would make perfect material for an SNL skit. Hope the product is better than its advertising.

Anonymous said...

Ummm....I'm pretty sure I see that woman's butt crack in the first picture in the over head view of her pose....I couldn't even finish the feeling video...I agree with the other commenter above that I should go bake cookies or paint my feelings?????? Now I really want to go punch something....Ugh.

Anonymous said...

I'm 30 and agree with you, LuluAddict. It was really hard to get through the "feeling" video. It felt really pointless. I don't know what the viewer is supposed to get out of it. The Nulu, I'm curious if it's supposed to feel cottony or what. I am curious, of course, about Nulu, but despite everything they didn't actually talk much about what the fabric feels like, so I have no opinion positive or negative based on this video. Compared to that, I remember watching the Rulu video for the first time, when I was new to the brand, and it got me and my boyfriend both really excited to try the fabric.

Anna said...

The Nulu looks verrryyy sheer in the video. When the camera pans out and shows her bottom in the air I am pretty sure I could see straight through. Yikes! Maybe not for me. I'll have to check them out in a store...and bend over in front of a mirror.

Anonymous said...

My initial reaction to the whole "feeling" thing was "SAY WHAT???"

I may get slammed for this post...but that's ok.

I was thinking about the feeling aspect over the weekend and discussing on a hike with a friend. I was trying to make an effort to wrap my head around it and to try to understand where Lulu was coming from. My career has been in apparel merchandising, hers in apparel marketing. We've both worked for some heavy hitters over many years. I mention that only b/c it's what shapes my perspective on what Lulu is doing. We each will have a different take...no right or wrong...just different.

I came away thinking yes, I think I get it...rather than the focus being on the traditional fit aspect (slim, tight, regular, loose etc), it's about compression level and how it feels to wear the product. There is a subtle difference. And the physical feeling relates to an emotional feeling...which is where the marketing comes in. A different way to view it. It translates to how you want the pant to feel on you (physically and emotionally) when you wear it.
So in my pea brain, I simplified it to this (right or wrong)...

* I want to feel naked - super lightweight, soft fabric. No compression.
* I want to feel hugged - middle of the road...not too compressive, but enough to make you feel secure/hugs the body gently.
* I want to feel fast - fabric is compressive. you feel "locked and loaded". I like that expression.

Many comments we make about the product relate to the level of compression. But there has never really been a product category for that aspect like there has been for "fit". For an athletic brand, I think the level of compression is more meaningful to me than the traditional "fit" of the garment.

In the end, it's the product that counts, not the marketing. Let's see what Lulu has to show!

dogrunner said...

rainbows and unicorns...

Anonymous said...

Not only does this NOT resonate with me either, it is the complete opposite of my mindset... I am wearing workout clothes to do something (as a runner) that usually feels unpleasant at some point. I shell out my hard-earned cash for lulu because I want functionality, quality, and because I want to look cute (on me a basic Nike/Reebok sports bra is beyond hideous, not to mention uncomfortable). This video was so weak, what a shame.

Anonymous said...

i'm sorry but does NuLu = cameltoe??? i can't tell from the video but if it's supposed to help me "feel" the feels of happy nakedness--i'm not so sure my pilates instructor or yoga teacher is going to appreciate the views she will get while i rock my nululu...

Anonymous said...

"Can't wait for you to get into our pants" ... they did NOT seriously just say that at the end of the video.

Anonymous said...

The new fabric tights and new prices are on the Australian Website...basically extra $40 for us with the compression.

Anonymous said...

weird "Kool-Aid" smiles, they tipped the subjectivity bar too far

would recommend they get a more simple vibe in their promotions, attempts feel they're trying to convey something that isn't natural or real

Anonymous said...

P.S. from the long winded one who needs to write it out to think it thru...

I do not like the marketing names assigned i.e. "naked" and "hugged". I like "fast" and "locked and loaded" but all three compression levels need a name that relates across the board. None of these relate to each other imho. Would rather have them rate compression on a scale of 1 to 10 or 1 to 5.

Anonymous said...

I actually like the video, but also see a hilarious SNL skit in the making.

Active3 said...

Right? Too long.

NuLuLover said...

Just bought my NuLu 'Align' pants (in Australia!). They are NOT sheer at all, completely opaque (tried on High Times pants as well to compare and those were slightly sheer). The NuLu pants are super awesome, buttery soft, tight without being compressive, definitely the best pants I've got from Lululemon EVER.

The feeling thing doesn't work with me though -- the girls at the store asked me how do I want to feel when I'm doing my workout and I was like -- good? I don't think I would have chosen these 'naked' feeling pants, I don't think it is a good selling point at all! I DON'T want to feel naked, I want to feel covered -- which these pants luckily do.

Anonymous said...

I can't believe that artist lady is painting in groove shorts and getting paint all over them ..?!?!? (Most painters I know do not paint in their expensive workout clothes)

Anonymous said...

Totally opaque, I received a complimentary pair from my store. They are heavenly

Anonymous said...

I just dont understand why I would want to feel naked at yoga, you know? I get the "feelings" think but who at corporate thought that naked would be the right choice...

LuluAddict said...

@ anon 8:28 pm - Good to know. My biggest concern is how well this material would smooth out/conceal cellulite. I definitely plan on ordering a pair to try, if they aren't crazy expensive.

@ anon 8:10 pm - her painting in her Groove shorts - with paint all over them! - was freaking me out, lol. I could barely concentrate on her words.

@ NuLuLover - the only feeling I want when I am working out is "cool". I pretty much break down my collection as to how sweaty an activity I'll be doing and choose the coolest - most breathable and wicking -clothes I can. That isn't true for bras, but it is for everything else. Do you think Nulu pants would give good coverage for cellulite?

@ anon 7:45 pm - I agree. I would like to see terms such as Compressive, Tight, Snug, Skimming. The others seem too vague to me. Or, like you said, numerical levels of compression.

@ anon 7:27 pm - I hated that line, too. WTF, you're selling to women. Save that crap for Carl's Juniors piggy commercials.

@ anon 6:36 pm - I agree, I buy for the clothes, too, but they've been making a big deal of the new pant wall so I had to give me feedback.

Anonymous said...

Lol same!! And yet somehow her white girlfriend tee was spotless?!? Oh, Lululemon. (And yet I love how we are freaking out about this, lol)
-anon 8:10pm

Anonymous said...

Coming from an Ed standpoint it is a bit of a weird switch into "feeling" however I do respect the fact that they are trying to push the envelope and reinvent themselves to stand out again since it seems that everyone is catching on to their recipe.
Also since we have been sitting on some of these styles through the weekend someone of us have had the chance to try these styles on; and let me tell you, FULL coverage going on in the luxtreme and NuLu dept! I was slightly shocked but also so thrilled! Curious to see what everyone else will think of it and see how this goes once it's in full swing.

Rise and Shine said...

The idea of focusing on how clothes make you feel, rather than how they make you look sounds good, but the feelings video didn't work for me. It was fine, but now I want to go for a walk in the woods in jeans rather than go shopping for overpriced workout wear. Why do we spend so much money on this stuff? Connecting and experiencing are the essence of life, so why are we distracted with something as vapid as shopping for yet ANOTHER pair of workout pants?

The NuLu one was kind of gross. I thought the yogi was going to scream in orgasm at any moment. I really don't need to see that. And the childish line at the end isn't too surprising (there are a lot of immature people who work at Lulu), but it was definitely a turn off. Most of their customers aren't 18 year old frat boys, so why is a representative of the company saying crap like that? Unprofessional, immature, embarrassing...

LuluAddict said...

@Rise and Shine - If someone asked me to describe how I feel when I wore lululemon, the compression level would be way down the list since their technical pants are all snug feeling and as long as I am held in to some degree I am happy. More important to me is feeling COOL when I sweat. Feeling SLEEK in my luxtreme pants. Feeling SUPPORTED by my bras and tanks. Feeling COMFORTABLE because of wicking and breathable fabrics and flat seams. Feeling ATTRACTIVE because I have a cute outfit on.

@ anon 11:16 pm - I think they are emphasizing the wrong aspect of their clothing, though. Most of their competition doesn't have as nice as tactile feel, not to mention fit, functionality, and performance. I definitely want to try the new pants but not sure about some of the new price points. It almost makes more sense for me to buy them off the Canadian side and have them shipped to me.

Anonymous said...

I don't even need to watch the video. I will wear what I think looks appealing to me. I will try it on and if I like it I will buy it - that is if it is not ridiculously priced which I'm assuming this will be. In that case, I will wait for it to hit WMTM.

Anonymous said...

i haven't watched the video, will do later today if I get bored. The feeling idea may have been a good place to start, but it seems like they didn't explore it well enough.
I am looking forward to feeling (ha) the nulu pants. lately I haven't been purchasing anything from lulu, I bought a couple of running pants from sweaty betty and I really like them.


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