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When we think of a brand, we always think of the image the brand creates for themselves. It’s true. Even if we don’t realize it. For most people, when they think of Lululemon, their mind goes straight to activewear and athleisure. They think exercise. Yoga. Pilates. That’s because that is the image that Lululemon created for themselves. It can even go as far as grocery stores. Stores like Whole Foods or Erewhon market themselves for their high quality and organic products, while other grocery stores like Aldi are more focused on being cheap and affordable.