Why Lululemon fans are passionate about the brand

03/20/2013 | USA Today

The news this week that Lululemon was pulling a batch of yoga pants from the shelves because they were too sheer didn't deter the workout wear brand's many fans, who pay up to $100 a pair for yoga pants that some say inspire them to work out. "They've tapped into a lifestyle. Becoming connected with people and community is probably the most powerful thing you can do to build a brand," said branding expert Eric Gustavsen.

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