Esoteric-Marketing

[esoteric-marketing]

COVID-19 & Wearable Technology

How wearable tech might have a role to play in detecting Coronavirus

Wearable Tech – Okay, we all know what wearable technology is right? If the answer is no because you are stuck in 2008, allow me to bring you up to date. In the third quarter of 2009 a company called Fitbit launched their first ever product known as the ‘Fitbit’ (picture of the product shown below). The device was designed to clip onto an article of clothing so that it could track the users steps throughout the day. Somewhat of a new concept when the device first hit the market.  

The original ‘Fitbit’

After several successful Fitbit product iterations and a boom within the tech industry during the 2010’s, companies like Apple (having created the ‘Apple Watch’ in 2015) and Samsung (creating the ‘Samsung Gear Watch’ in 2013) began to saturate the wearable industry with product offerings. Each product had some of its own unique characteristics but buy in large, each smart watch or wearable could track an individual’s steps, calories, heart rate, etc. Due to the utilitarian nature of the product, the wearable industry became SO profitable that by November 2019, Google purchased Fitbit for a whopping $2.1 billion!

At this point you might be wondering how wearable tech can help in the fight against COVID-19? A large number of wearable tech and smart watches today can track things like heart rate and body temperature which are things that health professionals currently test and/or monitor in people who may have come into contact with COVID-19. The fact that wearable tech can track said heart rates and body temperatures is a massive advantage in today's time. In fact, Oakland University in Michigan has already announced that they plan to implement the use of a device known as the ‘Bio-Button’ on their campus this coming Fall semester.    

‘Bio-Button’

Flu season & privacy concerns – As a nation, we are all facing the inevitable. The dreaded return of the flu season. It also just so happens that at the same time, millions of students and staff will be returning to Universities around the country during the Fall semester. Hence why hundreds of Universities like Oakland University in Michigan are struggling to come up with solutions and answers for the returning students and staff. Don’t get me wrong, Oakland Universities potential solution is a creative one at that. I’m not afraid to give credit where it is due.

However, one can only imagine what the university might actually do with all of their students and staff personal health information. I can think of just a few companies and organizations that would be interested in purchasing or viewing such data i.e. heath insurance companies, the CDC, and WHO just to name a few. Thankfully, such questions and concerns were brought to the attention of University staff and the implementation of the “Bio-Buttons’ as of mid-August will be entirely made voluntary when the Fall semester roles around. As a person who appreciates freedom and privacy above most things, I would consider this a win for the average student and staff member on the campus of Oakland University.    

In whatever way Universities around the country choose to go about preventing the spread of COVID-19, there is one thing that we can all be certain of. The coming Fall semester will be far different and in some ways more challenging than any students or staff have ever faced before. Hence the social distancing, limited class capacity, constant mask usage, and most classes going to an online only format in Universities throughout the country.

University students wearing masks while taking a standardized test

Summary – If there is one thing that I know for certain, its that Americans are a resilient people. From the surprise attack of Pearl Harbor to the devastating terrorist attack of 9/11, Americans have always found a way to come together and forge a path ahead. I believe that Coronavirus is no different. It’s a challenge unlike anything that we as a country have ever faced. But that has never stopped us before.

For example, most economists thought that it would take us five to ten years to recover from the damage that the Coronavirus would cause. Five months after its initial outbreak in the U.S. and the stock market is nearly 1,000 points away from reaching its high point of 29,000 which was previously achieved back in February 2020. More importantly, the death toll is currently just over 160,000 in the U.S. This number is FAR lower than what was originally being projected back in April i.e. between 250,000 and 1,000,000 projected deaths. 

The fact that the economy is on the incline and the death toll is far lower than projected is purely because Americans have stuck it out together. We are all successful when we acknowledge each other’s differences, while at the same time choosing to work together so that we can all experience the joys of living in this miraculous country of ours! 

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The revival of American brewing

A historical look & opinion piece on American breweries and their reintegration into pop culture

The history of American brewing – When you stop and think about it, there is really only one drink that sums up American culture. Any guesses? If you said beer, you my friend would be correct. In fact, beer has been brewed in America since before it was officially called America. Back in 1587, some of the very first Virginia colonists began using corn to brew their first Ale’s. Fast-forward to 1632, the West India Trading Company built a then state of the art, brewery in what was then known as New Amsterdam. This region is now currently known as New York, New Jersey, Delaware, and Connecticut.

By 1754, brewing had become so popular in America that George Washington himself entered a brewing recipe into his own personal journal. In 1810, brewing had become so popular that there was a grand total of 132 breweries operating within the United States. Said breweries were producing a staggering 185,000 barrels worth of beer for a country whose population was nearly seven million strong.

A buttload of beer barrels

In 1846, the first major blow to brewing hits the state of Maine after the State level Government votes to pass the nation’s first prohibition laws. More states follow suit in the coming decades. By 1866, beer has become a federally taxed good/product. Nearing the end of the 19th century, there were thousands of breweries to be found all over the United States. So, it seemed that the widespread prohibition laws that had swept a large part of the nation had little effect on the Beer industry.

However, by 1910 modernism and it’s production/manufacturing capabilities had shrunk the amount of breweries to around 1,500 countrywide. Come January 1920, and the Federal Government’s war against liquor began. Simultaneously, the roaring 20’s gave birth to an exorbitant amount of Speakeasies throughout the Nation. Come 1933, and the Federal Government legalizes liquor sales once again. By June of that same year, 31 large breweries had reopened their doors. Just one year later in 1934, there were now 756 breweries back in operation.

Anti-prohibition rally

American beer experienced another change between 1941 and 1945. During that time, the United States was at war with Germany, Japan, and Italy. This meant that any willing and able men were shipped halfway around the world. Thus, a large number of women had to pickup a great number of the jobs that their husbands, brothers, and fathers had previously occupied. In fact, many women had picked up jobs at the local factories in order to contribute to the war fighting machine.

As it turned out, a large number of these women began drinking beer after a long and exhausting day at work. Said women quickly realized that they didn’t particularly care for the hoppy taste that was in beer during the time. Since these women were now a large part of the target market within the beer industry, companies like Anheuser Busch and Pabst Brewing Company adjusted the amount of hops that was present within their beers. Effectively lowering its hops quantity be nearly two thirds! 

American women working in a factory

This major change did two things to the American brewing industry. First, by lowering the amount of hops that was present in American beer, it allowed companies to brew more beer and at a lower cost. However, the cost savings would never be seen by the American populace. In fact, the price of beer would continue to rise in the following decades. Second, because the larger American breweries were using nearly one third of the original amount of hops to brew a bear, a great deal of the flavor was lost for decades. That is until the Federal Government legalized home brewing in 1978. By legalizing home brewing, the Federal Government had essentially put the fate of beer back into the hands of the American people. In the 1990’s and 2000’s craft brewing had become so popular that it wasn’t uncommon to have a friend who brewed their own beer at home.

By 2001, Americans were loving their beer so much that there was just over 1,400 breweries within the United States. Just 100 short of the total amount of breweries before prohibition circa 1910. Fast-forward to the end of 2019, and there are more than 8,000 breweries within the United States. Making it safe to say that Americans are currently living in the Renaissance of beer!      

Current day beer culture – There is no question that America is the epicenter of beer and brewing in the 21st century. However, America is a very diverse country that is filled with all kinds of people who have varying opinions when it comes to beer and what it is that makes a good beer. For example, there is a large number of people within the United States that enjoy what I like to call post WWII American beer. You know, the kind of beer that a person would shotgun at a Fraternity party? Names like Busch Light, Bud Light, and Michelob Golden Light come to mind. Said beers feature far less hops which results in a lite or almost flavorless taste, while also coming in at a somewhat cheaper price point when compared to craft beers for example. Said beers are still enjoyed by millions of people around the United States.

Frat guys doing their frat things

However, with everything in life there is the polar opposite. I’m talking about the kind of beer that a connoisseur or a hobbyist wouldn’t mind paying a little bit of extra cash for (myself included). You know, the kind of beer that comes from your local brewery down the street. Said local breweries create every kind of beer under the sun. So I guess the question is, where to start? Well, there is Surely Brewing Co, Summit Brewing Co, and New Glarus Brewing Co just to name a very select few that are in the Midwest. All of which are still originally owned and operated by the way. Thus, making them direct competitors to the American classics such as Anheuser Busch and Miller Brewing Co. Then you have the different types of beers including but not limited to: Stout’s, IPA’s, Lager’s, Belgium Bitters, Ale’s, etc. All of which are types of beers that are currently brewed by companies both small and large within the beer industry.  

You see, craft brewing in the 21st century isn’t necessarily concerned with your feelings or what you think a beer should be. Craft brewing is about trying new brews, experimenting with different ingredients, and sharing the end result with your family, friends, neighbors, and customers. Home brewing and craft brewing offers people the opportunity to improve on an original recipe, or to create something entirely new altogether. No longer are Americans stuck with Budweiser and their tasteless watered-downed product (yes, that’s how I really feel). Instead, people have the opportunity to improve, grow, and innovate within the beer industry. 

Craft Beer

So whether you prefer Busch Lite while watching the Super Bowl. Or grabbing a case of Surely Furious to watch the PGA tour with your friends. Couldn’t we all agree that the resurgence of craft and home brewing is good news for anyone that just likes a nice cold glass of beer?     

[esoteric-marketing]

A brief history/brand review of the outdoor company Arc’teryx

Before we get into the weeds, I would like to say that the purpose of this post is to bring further consumer awareness and knowledge to a brand that I believe makes incredible products.  Albeit, for somewhat seemingly outrages prices. In the following pages of this post, I will cover Arc’teryx’s history, their environmental impact as an organization on the world, the company’s quality standards, my feelings and opinions on their brand and products, and finally, that often dreaded price point that makes most people feel sick!    

Brand History – Arc’teryx is located just outside of Vancouver in British Columbia, Canada. The company was founded in 1989 by Dave Lane. However, it wasn’t called Arc’teryx back then.  In fact, the original name of the outdoor clothing giant was ‘Rock Solid.’ Which just so happens to be the name of Arc’teryx’s used clothing website, (More information available on Arc’teryx and their used product market later in this post). A few years later in 1991, Lane’s investor friend Jeremy Guard joins the company, and the name is changed to Arc’teryx.

Most people often wonder where the name Arc’teryx and the company’s logo actually came from. As it turns out, the logo is a carbon copy of the ‘Berlin Fossil’ also known as the ‘Archaeopteryx Lithographica’ (Which is pictured below this section.) The reasoning for the logo and name, is because the ‘Archaeopteryx lithographica’ is considered to be the first reptile to develop the feather for flight. The idea is that Arc’teryx is a brand that Is constantly trying to innovate and evolve for consumers needs.

‘Archaeopteryx Lithographica Fossil’

In 1998, Arc’teryx created their first apparel item known as the ‘SV Jacket.’ More on this product explained here. The jacket was industry changing, and it simply wouldn’t have been made possible without Arc’teryx’s relationship with the U.S. product technologies company ‘GORE-TEX.’ Ever since the collaboration of the two companies and the release of the SV Jacket, Arc’teryx has climbed to the very top of the outdoor industry in terms of quality and price. 

Price Point – Now if you didn’t know anything about Arc’teryx before reading this blog, then you’re probably not aware of the jaw dropping prices that Arc’teryx products command. For example, if you were to mosey on over to the Arc’teryx website, you would see that the men’s ‘SV Jacket’ costs a whopping $785.  I know, I nearly felt sick the first time that I saw that price tag myself. You needn’t worry however.  Arc’teryx is currently running a ‘Spring Sale’ of 25% off certain items. The ‘SV Jacket’ among those items included.  So really, the ‘SV Jacket’ would only cost you $588 in total. PS, shipping is included with your five hundred plus dollar order (Is laughing but really just wants to cry)!

‘SV Jacket’

Now here’s the deal with Arc’teryx. The company is obsessed with creating cutting edge technology and producing it with unmatched quality standards in the outdoor clothing industry. I should also mention that the ‘SV Jacket’ isn’t exactly made for the hobbyist who likes to go hiking on the weekend. The ‘SV Jacket’ is designed to be used by passionate hobbyists and serious professionals who demand the utmost of their gear. I should also mention that the ‘SV Jacket’ is near the top of the line regarding Arc’teryx’s price point. For example, a couple of weeks ago, I picked up the men’s ‘Atom LT Hoody’ for $191 shipped. Usually the hoody will run you around $259 MSRP.  However, Arc’teryx had their ‘Spring Sale’ going on at the time.  Thus, I was able to save some precious cash. To put it simply, Arc’teryx isn’t afraid to go into direct pricing competition with their fellow Canadian outdoor clothing company, ‘Canada Goose.’ Or as I like to call them, ‘Gucci Goose.’

At this point you must be thinking, is Arc’teryx really worth the price that their products command? Well, I suppose that the correct answer is that it’s completely subjective. Every consumer is different. For one person $100 is a substantial amount of money. However, $100 may not be such a significant amount of money for another person. The consumer has to also ask themselves, what am I trying to get out of a product? Let’s take a raincoat for example.  Do you want it to be as light as possible? Maybe completely waterproof instead of water repellant or resistant? Do you want the jacket to have the ability to zip itself into a chest pocket for ease of us when travelling? These are all questions that the consumer should ask themselves before purchasing any quality outdoor focused jacket. Let alone from Arc’teryx or one of their competitors.

Due to consumer feedback (Which mainly consisted of people wanting Arc’teryx to make their clothing more affordable and/or accessible), Arc’teryx created the website ‘usedgear.arcteryx.com’ which is you guessed it, the website that Arc’teryx uses to sell individuals used Arc’teryx gear. Think of Arc’teryx as the middleman here. They are essentially taking peoples used gear and clothing, providing them a store credit for the company’s main website, and they are turning around and selling said used gear to a new owner.  It’s kind of a win-win-win scenario for everyone involved. The previous owner gets a nice store credit to put towards their new gear. Arc’teryx turns a profit for the second or third time in a row. The ‘Eco Warriors’ get to save the environment by buying used gear/clothing. And finally, penny pinchers like me get an opportunity to save on quality Arc’teryx clothing. 

‘Rock Solid Used Gear’

But wait, there’s more! Just this Summer, Arc’teryx launched their ‘Outlet Website.’ I imagine that Arc’teryx did this in order to recoup some losses from the COVID-19 pandemic. However, that is pure speculation at this point in time. Regardless, the Arc’teryx outlet is another great way for people to save money on Arc’teryx clothing and gear. Everything on the outlet website has a 10 to 50 percent off discount on it. This is because all of the items listed on the website are last seasons products in somewhat unpopular colors. However, if picking up a raincoat in bright orange or lime green colorway doesn’t bother you, than your just in luck!      

Product Quality & Innovation – As someone who owns multiple pieces of clothing and gear from Arc’teryx, I have to say that their quality control and attention to detail is unmatched in the outdoor industry. I don’t say that lightly, considering I have owned dozens of products from competitors such as Patagonia, The North Face, and Osprey to name a few. So how serious does Arc’teryx take quality control regarding their products? Listed on the ‘Explore Page’ of their website, you can find the section titled ‘Craftsmanship.’ Once there, you will discover Arc’teryx’s quality control methods and their constant obsession with perfection.

Arc’teryx is no stranger to innovation either. Back in 1988, Mike Blenkarn a member of the research and development team at Arc’teryx, came up with the idea for a waterproof zipper. He then spent the next 10 years inventing and perfecting the product until its successful release in 1999. During that time, Mike also worked closely with the research and development team at GORE-TEX. So really, Mike and Arc’teryx are to thank for all of the waterproof jacket pockets and backpack zippers that the everyday enthusiast/traveler so enjoys! More on that story shared in the ‘Backcountry Article.’

‘Arc’teryx Waterproof Zipper’

Now before you ask, Arc’teryx did originally produce all of their products at their headquarters in British Colombia, Canada during the 80’s and 90’s. However, at some point in the 2000′s, Arc’teryx made the decision to move one third of their manufacturing to China, and another third to Indonesia, Bangladesh, Romania, and Vietnam. The other remaining third of the company’s products are still made in house at ‘Arc One’ which is Arc’teryx’s manufacturing facility in British Columbia.

So I guess the question is, Am I happy that only one third of Arc’teryx’s products are made in Canada? No, not really. However, I did recently pick up the Arc’teryx ‘Zeta SL Jacket’ (which is one of their products that are manufactured in China) and I have to say, it’s of superb quality. The attention to detail and quality of the materials used, stitching/hemming, and tapping (for waterproofing) is exceptional. To put it simply, I have previously purchased multiple high quality American made jackets that are inferior when compared to the ‘Zeta SL Jacket.’

‘Zeta SL Jacket’

Environmental Impact – Finally, the moment that all the eco warriors have been waiting for. We’re going to talk about Arc’teryx and their environmental impact as a company, and their efforts to combat it. Before we get started, I should preface this section by mentioning that Arc’teryx has extensive knowledge and information about their impact on the environment listed on their website under the section ‘Sustainability.’ Albeit, the information is coming directly from Arc’teryx themselves, so if you want the full scoop, their may be better places to look.

It’s really no surprise that people who enjoy hobbies that require the use of the outdoors, usually have some kind of feeling or another about climate change and the health of the planet. While Arc’teryx acknowledges that they are part of the problem (being that they are a high output clothing manufacturer) they realize that they have a certain responsibility to work towards erasing their carbon footprint. For example, Arc’teryx only uses lower impact/high quality materials that allow for their products to last a lifetime, if not longer.

Arc’teryx also has a no questions asked lifetime warranty on ALL of their products. In fact, if your Arc’teryx product is damaged even with regular wear and tear, Arc’teryx will do one of three things. First, the consumer can have the item repaired for free (with shipping costs covered by Arc’teryx). Second, if the product cannot be repaired, Arc’teryx will give you a full refund and/or a store credit for the full amount owed. Third, if the item that is damaged is still made by Arc’teryx and they cannot repair your original item, they will replace it with a brand new one no questions asked.

Arc’teryx has also committed to utilizing 100% renewable energy sources in their manufacturing processes by the end of 2020. As mentioned previously in this post, Arc’teryx also runs the ‘Rock Solid Used Gear’ website which allows consumers to purchase used gear and clothing so that it can stay in use while cutting down on the consumption of new products. Arc’teryx also pledged back in 2018 that they would attempt to reduce their ‘Green House Gas Emissions’ to 65% by 2030. So in a lot of ways, Arc’teryx is conscious of the current state of the environment, and they are putting in a serious effort to avoid being a part of the problem.

‘Sustainability’

Summary – When it comes to Arc’teryx as a brand and the products that they make, there are really only a few questions that you need to ask yourself. First, am I willing to pay any given dollar amount for this product? Two, do I consistently partake in activities that demand the most out of my clothing and gear? Three, will I like the look, fit, and feel of this jacket 20 or 30 years from now? A weird question maybe, but whatever Arc’teryx product you by, it will probably stick with you for the rest of your life. So if the answer is yes to most of or all of these questions, then you should probably just pickup that rain jacket that you have been looking at for the past three months.

[esoteric-marketing]

The return of the PGA Tour

PGA Tour

So the PGA Tour is back, and it has received both praise and criticism from many! I think it’s safe to say the extreme lack of sports on both the collegiate and professional levels during the first three months of COVID-19, was a complete and utter tragedy for sports lovers in the United States. If you look back at March, April, and May of this year, the NHL was about to begin their playoffs, March Madness was completely cancelled, and the NFL had its first ever digital draft. I suppose this wouldn’t have been so bad if people were outside of their homes working and living their daily lives, but they weren’t! Everyone was stuck quarantining at home with not a single college level or professional sport insight. 

Enter the savior of Covid time American professional sports, the PGA Tour. On June 11, the PGA Tour started back up with the ‘Charles Schwab Challenge’ in Fort Worth, Texas. I have to say, I was more giddy than an eight-year old boy who had just gotten a puppy for Christmas. As a sports fan in general, and more specifically of golf, it was great to see all of the players out on the course showing viewers at home what great golf looks like. It was also nice to know that what I was watching wasn’t some reply from six months or even a decade ago. Lord knows, we have all had just about enough of those retched replays on Sports center.  

However, my carefree attitude wasn’t to last for long. In fact, on Friday, June 12 just one day into the return of the PGA Tour, professional golfer Nick Watney tested positive for COVID-19 while participating in the ‘Charles Schwab Challenge.’ Now, I think that I can speak for the rest of the golf nation when I said, “Please dear God, do not let the PGA Tour be cancelled one day into its return.” Thankfully, the PGA Tour and the CDC executed their pre-thought-out plans in order to deal with such a situation. Nick Watney was directed to recuse himself from the tournament, and to quarantine in place for the following 10 days. The CDC also gathered a list of names of people that Watney had come into close contact with during the last 48 hours. The list contained 11 names, and all individuals were tested resulting in negative cases.  

Professional golfer Nick Watney                  

Nearing the end of June, the PGA Tour is preparing for its third tournament of the Summer which is planned the weekend of June 25-28 at ‘TPC River Highlands’ in Cromwell, Connecticut. As a fan of the sport, I have to say that it feels great to be able to watch professional golf once again. However, the PGA Tour hasn’t returned without a fair share of criticisms via angry people on social media. Is it the safest thing for all of the players to be traveling the U.S. and playing golf right now? Maybe not. However, the PGA Tour has worked very closely with Government officials and organizations in order to make the tournaments as safe as possible for everyone involved. To put it simply, I’m certain that we have all heard that one friend say, “Everything should be cancelled until there is a cure/vaccine.” Don’t get me wrong, that sounds great in theory. However, is that really practical? What if the vaccine takes two or three years to be discovered and/or produced on a national/global scale? Are we all okay with staying in doors for that amount of time? Probably not...   

The way that I look at, life MUST go on. No one ever said that it was safe to drive your car into work or to sit for eight hours a day at your desk cranking out work. Regardless, the vast majority of people manage to do such things and make their way through everyday life. People can only be deprived of so much, all in the name of safety I might add. How far are we all willing to go as a collective before we lose too much, i.e. jobs, businesses, financial security, a social life, sports on TV, etc.? Thankfully, ever since the PGA Tour has come back, other professional organizations such as the NHL and MLB have made plans for their returns in the coming months. As far as I am concerned, this is news that should be considered good in most people’s book. The point is, life has to go on. Pandemic or not. So why can’t we all enjoy a little bit of golf along the way?      

[esoteric-marketing]

Three Companies That Are Thriving During COVID-19

There is no question that COVID-19 has impacted thousands of local, national, and international companies around the globe.  Industries such as restaurants and travel via airlines and cruises have been absolutely crippled.  However, there are a fair number of companies in certain industries that have turned a massive profit during the COVID-19 pandemic.  Such companies include:  Zoom, Activision, and Lululemon for example.  Although these companies occupy varying industries, they all have something in common.  

Whether your ordering clothes from Lululemon, talking with friends or family via Zoom, or playing ‘Call of Duty’ (Which is owned by Activision) with the boys.  There is one common thread.  All of the aforementioned products and services are available to people who were previously stuck in their homes during March, April, and May.  

Zoom – Okay, we all know Zoom right?  Great!  As many people already know, Zoom faced a massive public backlash as it related to how the company obtains and secures users data, i.e. video chats and audio conversations.  Allegations of Zoom’s misuse of users data were made at the start of 2020.  However, with COVID-19 arriving on the World stage in February and March, much of the public backlash was overshadowed and in some cases, it was forgotten about altogether.  As we all know over the past three to four months, people have been forced to shelter in place and quarantine within their homes.  This resulted in a massive user surge in apps like Skype, WhatsApp, Zoom, etc.  

According to a ‘Business of Apps’ article ‘Zoom Revenue and Usage Statistics (2020)’ the company “Zoom was seeing 200 million daily meeting participants.  The following month, this figure had risen to 300 million.  This compares to 10 million in December 2019.” So the usage of the Zoom app skyrocketed, but what does that mean regarding finances?  On January 3, 2020 Zoom’s stock was valued at $67 per share. As of June 10, 2020 Zoom’s stock is valued at a whopping $221 per share!  That is an incredible overall increase of 7.59% within just six months.  Although there is arguably a difficult road ahead of Zoom (regarding the privacy and data issues as it relates to Facebook) the company is poised to continue increasing their profits in the near future. However, this stock should be considered riskier than some of the others on this list.    

Activision – This company is no stranger to individuals who prefer to spend most of their waking hours inside of their homes. Since 1979, Activation has been cranking out hit after hit within the video game industry.  I myself have enjoyed many of their titles including the ‘Call of Duty’ franchise among others.  Its also no surprise that video game usage went up exponentially in the past months due to COVID-19.  This resulted in an increase of sales within the video game industry.  Just ask anyone who has been trying to buy a Nintendo Switch for the past four months.  Its actually impossible!  Anyways, as of March 20, 2020 the Activision stock had fallen to a net value of just $52 per share.  As of June 10, 2020 the Activision stock is now worth $74 per share.  A respectable overall increase of 2.53% in the company’s stock.

Said increase occurred for a few reasons.  Namely, an increasing number of people were now staying at home turning on their Xbox's and PlayStation's to entertain them while they were quarantining.  During the month of March, news broke out that multi billionaire, George Soros had just bought $45 million worth of Activision stock. There’s really no question that when an investor like Warren Buffet or George Soros purchases and/or invests in a company, a plethora of individual investors will tend to follow suit.  Thus, Activision seemed to coast through some of the hardest hitting months of COVID-19.  Either way, its safe to say that the fifth largest video game publisher, i.e. Activision will more than likely weather the COVID-19 storm.  Making them a potentially excellent investment in the coming months and years.          

Lululemon – Lululemon (Lulu) is an athletic clothing brand that got its start back in 1998 in Vancouver, Canada.  Today, the company rivals competitors such as Nike, Adidas, and Under Armour.  However, during the past several months while COVID-19 was grabbing the World’s attention, Lulu managed to do something that the rest of the athletic apparels brands failed to do.  They increased their company net worth.  By a lot! On March 16, 2020 a single Lulu stock was valued at $139.  As of June 10, 2020 Lulu stocks are valued at an incredible $323.  That’s an increase of 2.16% when compared to their stock value before the COVID-19 collapse. This feat was accomplished, while competitors Nike, Adidas, and Under Armour are still in the red by a few percent. The question is, how did Lulu succeed when all others in their industry failed?  

During the Spring semester this school year, I was assigned a group project in my social media marketing class.  Our group decided to spend the following three months researching Lulu, and composing a comprehensive 20 page paper regarding our findings.  Are findings were quite stark when compared to the aforementioned competition within the athletic apparel industry.  My classmates and I discovered that Lulu utilizes their social media platforms in a way that the competition just doesn’t.  For example, Lulu uses their Twitter account to answer consumer questions regarding product care or return policies.  They also used their account to ask for customer feedback regarding the company’s clothing line and other products.  Essentially Lulu is always trying to improve their products and services.  

However, when COIVD-19 came into play, Lulu did something that took the competition weeks and months to catch onto.  Nearing the end of March, Lululemon started using their social media platforms to share workout ideas and tips that people could use at home while quarantining.  This provided a sense of community for Lulu consumers, and it allowed for them to connect with people while they were stuck self-isolating or quarantining at home.  Lulu was essentially reaching out to people providing them with creative ways to stay healthy during the pandemic.  Since people were on social media more than ever, they saw what Lulu was doing and they clearly liked it.  Companies set themselves apart from the competition when they focus on providing a service or a product that actually helps people in their daily lives.  During COVID-19, there was clearly a plethora of people that needed help.  Lulu was there to answer the call in whatever way that they could!  To put it simply, Lulu is a company that I wouldn’t mind investing in for the future.