Lululemon Athletica is as dedicated to the minds of their customers as much as they are to the bodies they clothe. This Vancouver active wear company is deeply tied to the Hindu discipline of clearing the mind to help relax the body, a practice that's particularly helpful when engaging in strenuous physical activities like running and mountain climbing. Lululemon's connection to yoga can be seen throughout their company, in addition to selling yoga clothes they also cover the cost for employees to take yoga, and even offer their own classes out of the Lululemon headquarters. It seems that the yoga craze is going strong at Lululemon, and employees are excited about the mental and physical benefits of this ancient activity. Lululemon has more than 30 retail locations in Canada, Australia, the U.S., and Japan. And while in each store you might find the same clothing line, you're sure to have a uniqe customer experience wherever you go. Lululemon employees (known as 'educators') are encouraged to emphasize the unique aspects of their store as it relates to each of the customers they serve.

Maintaining a close relationship to customers is key at Lululemon, and to ensure that their company is on point with what the customers want, executives work on retail sales floors one day every week. Lululemon also works to make sure that their products are appropriately designed, and offer discounts to yoga instructors and personal trainers who act as research and development consultants. Their constant effort to receive accurate, first hand information from customers is just one of the aspects that sets them apart from the rest of the athletic wear industry.

Another part of Lululemons massive success comes from the fact that they know that they're selling more than clothes. They're selling a sensibility, a value system, and a lifestyle through an innovative brand that practices what it preaches. Lululemon is aware that differentiating themselves from competitors is a crucial part of long-term success, and they capitalize on the fact that they make clothes for "low impact activity" that generates total wellness, as opposed to making clothes for singlular sports like basketball or football. Lululemon believes that good things happen to good people, and is happy to put the needs of their customers and communities before their profits. This is a company that thrives on education, awareness, and respect; three elements that create a lasting trust for their brand.