Word: yoga
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...these days, isn't driving a Toyota Corolla just fine? Yoga involves stretching, holding poses and doing other physical movement. We're not talking cushions for backflips here. When it comes down to it, can't you just do yoga on your carpet? Or grab a towel? Or pay for a $30 mat in the store...
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...
...popularity of pricey mats reflects a spike in yoga practice. Participants in the activity grew from 4.3 million to 12 million between 2001 and 2008, according to a recent study. Of the 12 million people who reported doing yoga in the past six months, nearly one million said they were trying it for the first time. Since the recession went from painful to disastrous in September 2008, yoga studios throughout the country have reported increased traffic. Irene Narissi, a New York City yoga instructor, says her business has jumped 10% to 15% over the past seven months. The feedback from...
Still, why are these insecure new consumers paying so much for their props? A closer look at the yogi demographics, however, offers clues into purchasing behavior. Yoga practitioners no longer fit the stereotype of weird women chanting the Hare Krishna mantra. They're young: 40.6% of those who do yoga are between 18 and 34, according to a 2008 Harris Interactive poll commissioned by Yoga Journal. They're smart: 71.4% are college graduates, and 27% have postgraduate degrees. And they're affluent: 44% of yogis have household incomes of $75,000 or more (that figure, of course, might be trickling...
Also, it's easier to justify a $100 yoga mat than a lot of other expenses. "With hedonic consumption, at some point you're going to feel quite a bit of guilt," says C.W. Park, a marketing professor at USC's 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...