Case Study Lululemon

Zappos is an online shoes retailer that started its business in the year 1999. Later on the company had expanded its business to include the beauty products, clothing and even the housewares within its leading e-commerce website. This case emphasizes on the customer service department of Zappos Company and initially the business focused only on the drop ship method. Later on the company also increased the variety of the products. The company had also created a bricks and mortar storefront to expand the business and increase the sales of the business.

Lululemon Athletica’s (LULU) competitive advantage hinges on the company’s use of the four management pillars; efficiency, quality, innovation and responsiveness to clients (Tsang et al, 2013). LULU achieves unrivalled efficiency through outsourcing and technological advances. Even though LULU continues to design their merchandises in Canada, the manufacturing is outsourced from countries such as Bangladesh, China and Indonesia. The company has benefited from technological advancements by allowing customers the comfort of buying merchandises online, through the company’s website, which comprises of free shipping straight from the manufacturing plant, and thus saves on shipping costs, time, as well as retail store resources like signage and employees.

In her interview with Motto, Victoria’s Secret Model Erin Heatherton admitted, “My last two Victoria 's Secret shows, I was told I had to lose weight. I remember staring at my food and thinking maybe I should just not eat.” Erin, like many, was pressured by Victoria’s Secret and societal standards to get a near perfect body image. Stores and their advertisements influence how humans behave, see themselves, and think of other people. Stores can affect consumers in negative and positive ways. Victoria’s Secret, known for its quality lingerie, has also branched off into perfumes, apparel, and lotions. Their audience encompasses mainly ranging from preteen to middle aged ladies. Many of their target audience members are easily influenced by Victoria’s Secret’s advertisement strategies and sales. Victoria’s Secret at the Empire Mall in Sioux Falls attracts customers with elaborate displays, and periodic sales and erases identity by creating a false sense of normalcy.

Lululemon was founded by Chop Wilson in Vancouver, Canada in 1998. Lululemon itself is described as a yoga inspired athletic apparel that is both for men and women. The company has apparel for yoga, training, running and fashion. It has shaped the way people dress to go workout. Society finds themselves purchasing consumer products for no reason. Lululemon is recognized for its high quality and pricy products. They buy these things that fill a void they have inside of them. But in the end they will keep wanting more. Consumers today have depended on money and how consumption brings negative outcome behind materialism. In the essay Two Cheers for Materialism by James B. Twitchell, he defines us American as materialists and how we are a nation of consumers. While Lululemon is a popular consumer choice, many aspects influence the consumption of such a product such as when Lululemon first started out, When I first came across the brand and the expatiations it has for consumers.

Some of the general and specific risk factors that pertain to the projected 12 month target price for Loblaw included with our analysis are as follows:

lululemon has established their popular Community Legacies program which is a “5-year vision that is based on the belief that every person we hire, garment we create, store we open, customer we educate and yoga class we attend contributes to building a legacy in our communities."

Lululemon Athletica Inc. thrived off its 5 key elements in their growth strategy which helped to acquire a stronger revenue base that enabled them to have a differentiated product line,design and culture. Trademarked fabric and technology helped their brand loyalty which enabled them to get products in and off the shelves in a 2 month period. Additionally 95% of its inventory was sold at regular price. This was attainable because of the strategic multi-channel approach used to enhance its market presence

Technology. PRADA has artisans with delicate skills and much experience. The hardcore of PRADA’s production employees has been working with the Group for an average of 20 years. It is their core competence and their core value.

Another social factor is demographics. As Lululemon products are highly prices, it is important to research the social economic aspects of the neighborhood. Moreover, Lululemon faces high rates of obesity and overweight in America and Australia, hence the importance for well-trained “educators.” As Lululemon incorporated e-commerce in 2009, a technological as well as an external factor is to ensure customer service provides the same level of customer services as the face-to-face interaction in the stores, and to maintain the website up-to date. It is important for Lululemon to maintain a user friendly website that would encourage people from all ages to buy Lululemon’s products.

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The industry that Lululemen operates in is the Women`s Apparel industry which is a mature, large and fragmented market that has highly sensitive to the economic conditions and trends.

At first I thought that Under Armor would be an exception to this but then I realized that they don’t have exclusive deals with the manufacturers that they acquire their fabrics from to make their products. Therefore if one of its rivals ever wanted to they could possible acquire some of the innovative fabric that Under Armour uses and then use the fabric you produce similar products.

Victoria Secret was founded in by Roy Raymond, and his wife Gaye, in San Francisco, California, on June 12, 1977. The company got its start when Roy Raymond was trying to shop for lingerie for his wife. He’d gone to a department store to make his purchase, only to find himself deeply uncomfortable and made even more so by saleswomen scrutinizing his presence there. “When I tried to buy lingerie for my wife,” Raymond told Newsweek in 1981, “I was faced with racks of terry-cloth robes and ugly floral-print nylon nightgowns, and I always had the feeling the department-store saleswomen thought I was an unwelcome intruder.” Raymond saw an opportunity in his discomfort and in 1977 borrowed $80,000 to open Victoria’s Secret as a store designed originally to make men comfortable when buying lingerie for their wives.

American Apparel, is an American multi-national clothing manufacturer, distributor and retailer since 1988based in Los Angeles, California. Dov Charney, a Canadian business man was a founder and former CEO of the company. He was involved in nearly every part of the business process from design and manufacturing to marketing. The Ernst & Young named Charney Entrepreneur of the Year in 2004. He was also termed "Man of the Year" by various fashion

This work is an introduction to the fashion industry of Pakistan which has made quite a lot of progress in just a few years. Ten to fifteen years from now, this industry was still unknown to actually exist to the masses. Later with the formation of fashion councils and education centers under the enthusiastic few who wanted to make a difference and promulgate this very institution of fashion, did the very fashion industry took its concrete contour from the old tailor culture that formerly existed. Today it is one of the most progressing industries in the country.