The clean girl aesthetic, white girl wellness starter pack: matcha in hand, New Balances on feet, slicked back bun in hair, Pilates at 6, brunch with the gals at 8.

Hey, I am not a hater. I fall into my own aesthetic categories, too.

I'm just not willing to spend $300 on activewear.

But maybe I'm the anomaly here. Because Lululemon has a cult-like customer base. And, despite controversies, the brand has maintained impenetrable customer loyalty and global impact to this day.

Well, as marketers, we know that what we buy is not some thing but, instead, an idea that is embodied by that thing.

'Conceptual consumption' is the notion that we consume goals. And it explains why someone would buy a $145 pair of leggings that are 'yoga-inspired.'

Owning those leggings makes them feel like they care about things like self-improvement and healthy living. And those tie directly into their goals.

This included specifically yoga-related gear like mats. But it also included items such as bags, jackets, dresses, and even hats.

A veteran of the surfer-snowboard business named Chip Wilson founded the brand in the 90s. Wilson believed he'd found a 'niche in yoga' in which there was an opportunity to offer functional clothing to those dedicated to the practice.

Their first product was of course, yoga pants. These were made from a mix of nylon and Lycra-synthetic elastic fibres that provided the stretch and softness needed to conquer contortions on the mat. The focus was high quality craftsmanship, functionality and comfort.

Yogis were quick to adopt yoga pants, as they offered a far better alternative to simple cotton leggings.

However, as this began to shift, so did attention toward the brand.

Lululemon committed to positioning themselves as essential members of this cultural movement. They collaborated with local yoga teachers and fitness professionals to represent their brand. This was opposed to the normal route of getting celebrity endorsements from pop icons and sport stars.

Partnering with yoga professionals created a huge sense of trust and credibility with Lululemon, who had already gained respect from those who had deep roots in the (western) yoga lifestyle.

The brand often used its storefronts to host yoga classes, meditations and other related events.

'It's so much more than apparel, it's about people,' former CEO Laurent Potdevin said. 'It's an investment in people, giving them their best life, personal development and creating an incredible product that allows them to live their life.

And with this, hunting for 'dupes' has become a sport for Gen Z.

The hashtag #dupe has racked up billions of views. The term refers to cheaper alternatives to household names or luxury brands. The products aren't considered counterfeits because most don't make an effort to fake logos of the brand they're duping.

Of course, Lululemon's Align Pants, which have something of a cult of their own, have become a largely coveted item.

So last year, during the peak of the trend, the brand hosted a 'Dupe swap' at its store in Los Angeles. Lululemon encouraged customers to bring their counterfeit Align Pants to trade for the original.