Originally Posted by cthenn

This pretty much nails it. In layman's terms, these brands (esp Lululemon) seem mostly purchased by "tryhards", as defined by Urban dictionary:

A person who puts a large amount of effort into achieving a certain image, or counter-image, to the point where it is obviously contrived. Rather than achieving an image through genuine personality, the try-hard consciously attempts to fit a certain style through deliberate imitation, forced style, or scripted behavior. That is to say, he/she is trying hard to create an image.