NEW YORK ( TheStreet) -- My first reaction to the Lululemon (LULU - Get Report) story that transcended business and finance:
As a media hack, I love when stories like this take off. For as big as Lululemon is in certain circles of affluence, it's not a brand most people think about on a daily basis. While it shares some of the attributes that help comprise
(AAPL - Get Report)
image, I stop quite a ways short of calling Lululemon a household name.
But, hey, produce a few pairs of yoga pants you can see through and,
, the world notices. Your image gets kicked up a notch. And, as
Laurie Kulikowski explains in an absolutely fantastic article (
You can link to it via TheStreet's Facebook page
), it's most likely a net positive.
Laurie's story took off across platforms. With everything else happening in the world -- from the Fed to more Apple noise to news out of Europe -- it was No. 1 with a bullet on
for Wednesday. Why? Because people care about this sort of thing. And can you blame them?
Look, I live in LULU land. Santa Monica, Cali. You cannot walk three paces without seeing a beautiful person -- usually female, but sometimes male -- sporting something from Lululemon. It's this sort of high-end market where LULU can sell $150 yoga pants. And, as a living, breathing human who admires beauty, you can't help but look twice at a pair of Lululemon yoga pants, no matter how sheer they are.
This story opens the picture of LULU as the retailer of choice for hot and sporty people to the world and only reinforces it where the company already dominates. Like Laurie reported, just brilliant. Lululemon could not have pull this off any better if it was all a hoax.
As an investor, you should probably up your reaction from
to something else. This is a major buying opportunity.
I group LULU with names such as
(SBUX - Get Report)
Whole Foods Market
(WFM - Get Report)
(MCD - Get Report)
. If you're a long-term investor, any controversy -- a hacked
account, a bad quarter, a recall, some other flavor of noise -- represents, in most cases, a buying opportunity.