Word: manduka
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Dates: during 2000-2009
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That's right - $100 for a stinkin' mat. A company called Manduka, which makes these luxury yoga props, has seen its sales rise 55% in the first four months of 2009. Sales at Amazon.com during this period are up a stunning 87%, and the company just signed a deal with Dick's Sporting Goods, a major retailer with 389 stores across the country. Manduka offers the Black Mat PRO, a thick, cushiony black mat, for between $74 and $130, depending on its length, and the biodegradable eKO for between $42 and $70. "Manduka is the Porsche, the Ferrari of yoga...
According to the yogis, the thick black Manduka mat makes a real difference. First off, you're paying for superior traction. "When you sweat during yoga, it's easy to slip and slide," says Dayna Macy, a managing editor for Yoga Journal, a trade publication. "You don't slip with the Manduka." Also, the mat's extra cushioning softens the stress on your joints. "If you practice vigorously, you'll be moving up and down a lot, and you'll use your knees," says Macy. "The mat is comfortable. And when you feel what's under your feet...
...more (that figure, of course, might be trickling down during the recession). In other words, yogis are yuppies. And if there's one thing yuppies do, it's copycat their brethren. So as more stressed-out young professionals flood the yoga studios and see other people with comfy Manduka mats supporting their glutes, they're bound to buy the pricey products too. Look at me: I've got a Manduka; I'm totally into yoga. (Watch TIME's video "Joel Stein: Acrobat Yogi...
...Marshall School of Business and editor of the Journal of Consumer Psychology. "If the luxury item has some kind of functional value, you're not going to feel that guilt." You feel like you're investing in your health, so a little splurge can't hurt. Plus, Manduka mats carry a lifetime guarantee. If the mat lives up to its promise, you may even save some money in the long...
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