Canadian yogawear company Lolë has increased sales 87% to a projected $100 million this year, after dropping its traditional advertising agency in 2011. The brand is opting for a word-of-mouth-marketing approach, theorizing that its target customers were more likely to be swayed by recommendations from trendsetters they saw on social media channels than by ads. One of the brand's competitors, Lululemon, also received an increase from celebrities who wear its apparel, implicit endorsement the company touts with a Facebook post.

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