By Arlene Allen
You may have seen posts on Twitter or on Facebook. You may have heard your friends talking – or raving – about their new leggings, or their new addiction, or both. LulaRoe seems to be taking the internet and women’s wardrobes by storm. But what exactly is LuLaRoe, and how can you get in on the action?
LuLaRoe is billed as “where fashion meets comfort” and is most famous for its line of comfortable stylish leggings, but the collection is so much more than that, including women’s dresses, children’s clothing and menswear. Founded in 2012 by DeAnne Stidham, a single mom raising seven children, LuLaRoe’s mission is to enable others to believe in themselves. Like Tupperware, Merle Norman, and Mary Kay, LuLaRoe is sold entirely by independent consultants. Combining her background in network-based marketing (a.k.a. direct sales) and the excess inventory of two dress wholesalers sold on her vision, Stidham founded what would eventually become LuLaRoe. In the beginning, Stidham sold surplus dresses to friends and family, and eventually, began working on her own clothing line.
What many may not know is that Stidham is Mormon, and part of the LuLaRoe sales pitch is that her clothing line. She wanted to create a line that would be considered modest for women who were unsatisfied with clothing options at traditional retailers. LuLaRoe is incredibly popular in the modesty movement, though the promise of comfortable, durable, reasonably priced clothing has proved appealing to women of all religious backgrounds or those with no affiliation at all. Stidham’s main goal, however, is to empower other stay at home moms to achieve their own dream or vision, and create a substantive income while raising their children.”Blessing Lives and Strengthening Families is what LuLaRoe is all about” says the company’s website.
LuLaRoe, though, has gained most of its recent fame online, via tweets and Facebook posts, about their comfortable, colorful leggings. Remember when folks said leggings “weren’t pants”? Well, maybe not, but they have certainly become a reasonable “pants” substitute! The LuLaRoe leggings are made from polyester and spandex, and come in two sizes, OS for “regular size” buyers, and TC (Tall and Curvy) for plus size buyers. At about $25 per pair, and described as feeling “soft and buttery” LoLaRue has been praised as “the best leggings ever.” All LuLaRoe pieces are produced in limited run prints, which creates the brand’s “unicorns.” These patterns, or “unicorns” can be found on eBay for about triple their retail price!
LuLaRoe has spawned dozens of offshoot brands peddling leggings and a fashion storm, but nothing beats the original. If you are interested in meeting with a consultant near you, visit the LuLaRoe website, http://www.lularoe.com/retailer-map. There is an unofficial estimate of 12,000 to 13,000 consultants in the US at this time. If you are interested in becoming a consultant, again, speak with one near you, who will help set you up in the program (remember, this works a lot like Mary Kay). Just know there is a $6,000 start up fee, so be ready to make a commitment.