Losing Our Minds Over LuLaRoe – What Gives?

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You might not have heard of LuLaRoe. If not, you might want to stop reading now – because it is a contagion. It’s a clothing line, but not one you can find in any store. It’s the next big thing in multilevel marketing, or direct sales. Some of you furrowed your brow at the mention of multilevel marketing (MLM). But, remember, if done right, MLMs can provide business opportunity to those less likely, or less able, to pursue a more traditional business model. Namely women, and specifically, many stay-at-home moms have supplemented or significantly boosted their family’s earnings via an MLM.

But back to LuLaRoe. While the company is relatively new to the game, it has become a game-changer for many. Why? Many point to the comfort factor. Many describe the leggings as “buttery,” and they are, in this writer’s view, buttery, figure-flattering, and well made. They are marketed to be comfortable but modest. Best of all, perhaps, the prints are very diverse.

While you can find solids in all colors, you can also find a variety of wild prints. Animals, food of all kinds, rockets, flowers, paisleys, and unicorns. Did you hear that? Unicorns. While you can quite literally find some unicorn prints, there are also many, many figurative unicorns, or, patterns that are highly sought after and generally hard to find. These unicorns can go for well over retail price. Leggings sell for $25 retail, but a unicorn can go for $40, $60, or over $100. Unicorns are of course, subjective. The buyer decides what it’s worth to them.

15871962_208653539597424_4226777872483495607_nPhoto: Facebook/Lindsey Rae

Buy and sell groups on Facebook will often have unicorn threads where members will post their most coveted pattern and others will either offer to sell if they have the print or point the seeker in the right direction if they know of a consultant shop that carries the print. Unicorn hunters will post prints and sell the knowledge of where they found the print to those interested. Unicorn hunters are not without controversy. Nor are those that buy rare patterns with the intention of flipping them for a high mark-up.

However, some of us are quite frugal. We may not budget much for clothes, We save compulsively and work hard. Despite typical conservative spending, some have found themselves falling down the LuLaRoe rabbit hole only to find they are surrounded by good company – others who have landed in a colorful, decadent bed of soft, cottony leggings. This new interest harkens back to the days of Beanie Babies.

Beanie Babies had a similar following or obsession. Collectors frantically searched store after store looking for their missing bear, or bird, or octopus. And so it goes with LuLaRoe. Each print is only cut for 2,500 pieces. (A consultant recently told me this has moved up to 5,000 due to popularity of the products). This limit seems to have created a real demand.

Shopping sometimes happens in pop-up parties where a consultant will host in a friend’s home much like the original Tupperware parties. But, much of the frantic activity takes place online in Facebook groups where consultants will post pictures of their inventory and customers will scramble to be the first to comment “Sold” on an item they have their eye on.

Beth Bloom states, “ It’s the hunt.. I seriously get a rush when I hit sold and I’m first.” Beth says she has close to 200 pieces, and more than 100 are leggings. She’s not alone. When the question was posted in a buy/sell-trade Facebook group asking people how many pieces they owned, many commented they had over 100 pieces. Beth was commenting while traveling and sent a picture of her suitcase…full of leggings two rows deep!

15873239_1151046885013254_1049569119440993406_nPhoto: Facebook/Beth Bloom

One group member posted a picture of her strategy for organizing her massive collection of leggings. A good approach.

15873068_10212278806991755_4947924582117718735_nPhoto: Facebook/Nicolette Jean Meinert

To read about the company you can visit:

To buy, you will need to find a local consultant or a Facebook group hosting a multi consultant group.