Lululemon Case Study

Lululemon’s primary target customer is a sophisticated and educated woman who understands the importance of an

Lululemon’s success is due to its innovation in technology and fashion, as well as their use of community based marketing, and excellent customer focus. The company has positioned itself as a health conscience and fun brand that now operates 280 stores in North America, New Zealand, Australia, United Kingdom, and Singapore (Lululemon 10K).

Finally, Lululemon’s founder, Chip Wilson, made a publicly offensive suggestion, that some women’s bodies were not made to wear his yoga pants. “The problem was that the yoga-apparel company has been having with its pants on the size of women 's thighs” (EBSCO, Nov 14, 2013). After making those comments discourage plus size customers were embarrassed and felt like they don’t want to shop at the store anymore. Some women blamed CEO for making products that don’t last long. One of the examples from Financial Post. However, despite the unfortunate occurrences last year Lululemon is in a very healthy position in the Canadian and US markets. In addition to that, Lululemon’s baggiest competitor is now Sears Canada. Sears became a new stop for consumers who want high-quality and affordable yoga gear. “The struggling department store chain says its Pure Energy Athletics line of yoga clothes has been a hit with customers since they were introduced in February. The chain says it sells yoga pants for $14.99 or $29.99 — a steal compared to similar clothing from other retailers, like Lululemon Athletica” (Edmonton Journal, May 21, 2014). However, Lululemon has a tremendous

Due to a strong commitment to customer service and the outdoors, L.L. Bean is recognized as a quality manufacturer and retailer of quality outdoor apparel. Likewise, the company’s focus on the stakeholders begins with caring for employees who in turn serve the customer which ultimately results in profits. L.L. Bean serves customers through multiple channels, but originally began, and continues to excel, in catalog sales. However, due to a changing operational environment, the organization needed to invigorate their business model. Using the total rewards program, the company was able to disperse new strategic goals throughout the organization leading to much needed change and revitalization.

This report has been created with the intent to analyze the athletic apparel industry with a specific focus on Lululemon Athletica, Inc., further refered to as Lululemon. In this report you will find that the strengths and weaknesses of Lululemon’s current strategies and future goals are analyzed and compared to that of its closest competitors. In conclusion to the analysis, recommendations have been made to potentially guide Lululemon Athletica, Inc. in a positive direction in regards to its future endeavors. The following

Lululemon Athletica Inc., referred to as LULU in NASDAQ, is a global company based in Vancouver, Canada that deals in the designing, making and selling of athletic apparel. Founded in 1998 by Chip Wilson, the company has grown in leaps and bounds to become one of the key players in the industry.

One of Lululemon’s ethical issues that it is currently practiced is that Lululemon encourages employees to ease drop on its customers to gain more knowledge on the current complaints/defects with its products. This practice was introduced to the company because Lululemon is known for wanting to avoid collecting large amounts of customer data through large data techniques. Rather, the company aims to have a close and open relationship with its customers. Lululemon would rather connect with its customers while they are shopping in the store or in its company offered yoga lessons after the store closes rather than collecting data. The company was founded on the mission of “creating components for people to live longer, healthier, fun lives” this philosophy led to Lululemon seven core values: quality, product, integrity, balance, entrepreneurship, fun, and greatness. In this case, the implicated values that have arisen are integrity, quality, and greatness. As a company, Lululemon values greatness as a key value in how the company functions, they do this by always striving to have the best quality products and to be the greatest company. However, another key value is integrity which it encourages its employees to have the quality of being honest and having strong moral principles. The implication of having employees ease drop on its customers in order to gain feedback on the company’s product violates its value of integrity.

Lulemon Athletica is an athletic apparel company based out of Vancouver, British Columbia, Canada. The company was founded by Dennis “Chip” Wilson, in the year 1998.

Lululemon Athletica Inc., founded in 1998 in Vancouver by Chip Wilson, is a company which designs and produces high-end yoga and technical athletic clothing. They have operated primarily in North America and Australia; their initial target customer was an educated woman who lives an active and healthy lifestyle. They opened their first store in Kitsilano in BC in November, 2000. The first store was intended to act as a community hub where people could learn and discuss about the physical aspects and mental aspects of a healthy life, in addition to selling yoga clothing.

Lululemon already has presence in international markets, having corporate-owned retail stores in Australia, New Zealand, United Kingdom and Singapore.

Lululemon is a rapidly growing company with a different niche for its products. Its philosophy as well as their business model has allowed them to increase revenue over the past years. The dilemma they faced is how to continue expanding without losing their special niche, grassroots and a nontraditional feel of the brand that sets them apart from their competitors.

Lululemon is an athletic apparel retailer. The company sells yoga inspirational athletic apparel and was founded by Dennis Chip Wilson.

The five I’s strategic analysis stages that Lululemon should use are (1) issue identification;(2) interest strategic stakeholders; (3) incentive of stakeholders; (4) information-objectives; and (5) interaction strategies (Lussier, 2014). They will need to use these in order to avoid any more public relation embarrassments. The issue should have been identified sooner rather than later. With this first step, it will help the organization with planning and handling the issue at hand. The issue with this organization was the black yoga pants were too sheer which made the pants see

This paper commences by defining the problems that were faced by Lululemon Athletica Inc in 2013. After, the author explores the causes of the issues that the company was experiencing and the effects that they had on Lululemon Athletica Inc. The next step is to look at ways in which the issues could have been addressed both for the short-term and long-term. When all is said and done, the audience will fully appreciate why “Lululemon Athletica Inc should revert to its fundamentals – that is, to concentrate on the needs of the consumer”.

Lululemon Athletica Inc. was incorporated in the month of November 2005, and is a manufacturer and vendor of practical strapping rendering attire for men, women and female adolescence. The objective of the attires is for healthful situations such as running, cycling, general fitness exercise and yoga. In the attires, it comprises aptitude britches, shorts, tops, jackets and other fitness related products like underwear, bags, bras, socks, yoga mats, yoga instruction discs and water bottles. They primarily operate in North America and Australia.