Someone compared Whole Foods to LULU. I have to say it is not the same thing. Whole Foods charge a premium over competitors ( Trader Joe's etc ), the premium usually below 20% for the same quality products. They have nicer staffer, nicer atmosphere, nicer salad bar, lots of incentive to lure people in. LULU charges more than 30% over their competitor, their competitor has same trained staff and same deco, if not nicer. Their competitor has deeper pockets, VS, GPS, NKE, VFC, they are all cash rich and can do marketing and promotion to compete. The main reason we are sticking to LULU is because we get used to shop there and we love the products so we don't mind more a huge premium. However, when Athleta and LUCY startsed to offer very similar products with large mark down, I started to try out Athleta's sweater and jackets and I loved them, I tell my friends and sister, they buy for themselves at Athleta, they then tell their yoga class friends. .