I walk into the Lululemon store, where six versions of the same black leggings are being modeled on the manikins in the corner, eight different tank tops are lined up in bright vivid colors on the back wall and sports bras of every make and model are on the stand to the left. And like a lioness on the hunt, the women glance up, lurking around, looking to make sure no one has taken that tank top I’ve already have planned an outfit for, for the next day.

And, yes, I know I’m not the only one who has experienced this moment. Many women are fighting to the deaths for the same pair of black yoga pants as the exercise-clothing world explodes. Especially, for a brand like Lululemon, selling high end, fashion forward workout clothing originally focusing on yoga wear has reeled in $110.9 million for the fourth quarter, which was over a million dollars more than last year. In addition, bidding wars on EBay for a pair of the iconic leggings reaches into the thousands. But the question is why are we going crazy over this? Are our clothes really making us better athletes?

Well, the answer is not too far as more information is coming our way to support this notion.

Two scientists at the school of psychology have coined the term “enclothed cognition,” which says that our bodies influence our brains enough to make us believe when we wear a certain item of clothing that we must be better at what we’re doing. The study from 2012 conducted by Hajo Adam and Adam Galinsky used lab coats as the item of interest. When they told scientists that they were wearing "doctors' white lab coats," the scientists worked more diligently and increased their attention. When they wore the same coat but were given the title "painters coat" the effort was decreased and attention was lost.

“It's all about the symbolic meaning that you associate with a particular item of clothing,” says Adam. As women are fighting to the deaths to get their hands on a pair of the Lululemon $82 Wunder Under leggings, the answer is becoming clearer why the battle is on. It all has to do with our cognitive thinking. Their endeavor to create the ultimate fitness wear for women is enhanced by the psychological side of fashion. “We found robust evidence that this influence of clothing depends on both whether the clothes are worn and the symbolic meaning of the clothes,” an excerpt from the Enclothed Cognition study which suggests just the symbol of an item of clothing can make us believe we are better at something.

“I notice when I have one of my favorite tops on I get more psyched to workout,” says Jennifer Srmack, a triathlete who finds gearing up in clothing that makes her look good, makes her feel good too.

Adam and Gainksy’s study also looks into the effect of embodied cognition and the theory, which states that, “cognitive representations are based on modal, perceptual content that is based in the brain's sensory systems for perception.” Meaning physical experiences represent and can trigger memory and associate stimulation through symbolic meaning. Meaning, when people wear certain clothes they begin to “embody” the clothing, and the clothes then influence the wearer's psychological process. And it's everyday people like Donna Loeb, a fitness instructor and personal trainer, who are affected by this. “Certain clothes do motivate me to work harder because I feel better in them." She says clothing changes her mood and gives her more than extra excitement to start a workout.

The study now has the possibility to be applied to the active wear phenomenon. “I think it would make sense that when you wear athletic clothing, you become more active and more likely to go to the gym and work out,” says Adam, when asked by The Atlantic if the study could apply to workout clothes. With the highest bidding Lululemon item on EBay a light blue short sleeve crew neck running top going that goes for $10,000 we can see that the active-wear sales are sky rocketing, too. And not just Lululemon is bringing the heat. Many ready-to-wear and accessory brands have decided to pick up an active-wear category such as American Eagle, Juicy Couture, and Free People just to name a few.

These companies target what are considered to be the in style fitness tops and bottoms. And for a more affordable price than places like, Lululemon.

Take this sports bra for instance. The crisscrossing strips show some skin and the pink fabric is also intriguing. For so many in this generation it’s about how much skin to show and how far is far enough. This Lululemon sports bra is revealing yet functional for yoga, as advertised on the website. This runs for $48 available in sizes 2-12.

These yoga pants come from American Eagle. They are a cotton jersey and fold at the waist. Were at a time in history where yoga pants are acceptable for everywhere and anywhere. So retailers are stepping up their game to offer a plethora of leggings choices. These one’s for instance come in two other colors and at two different lengths. They are also less expensive, being priced at $24.95 coming in sizes from XXS-XXL.

Known for their iconic boho and free style fashion Free People recently added a category named “Movement,” which focuses on styles for fitness and dance. The prices are comparable to Lululemon and the styles are also similar. This top is in the ‘Movement’ section on the website. Advertised as a “Strappy wrap crop top with long sleeves and an open front and back.” The description continues to tell us that the look had ballet influences. The top is cotton and spandex. The price for this is $58 coming in black and ivory. It comes in sizes XS-L.

As the connection between psychology and fashion enhances so will the market for these items. And already we are seeing the effects of this. Fitness wear is raising their prices knowing people are ready to pay them and at an extraneous rate.