Lululemon Case Study

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).

Abercrombie & Fitch is one of the leading clothing companies in the world. They manufacture

Lululemon is one of the Canada’s best retailers of technical athletic yoga apparel. Lululemon’s yoga inspired apparel is marketed under the two brand names Lululemon Athletica for more mature women and Ivivva Athletica for younger girls. Lululemon primary target customers are educated and hard working women, who understand the importance of healthy and active lifestyle. Majority of these women are Caucasian who are mainly urban and have higher income, since Lululemon is an expensive brand .Most of their products are design to offer fit, performance and comfort while incorporating both style and function. On another hand, American Apparel

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

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.

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.

The main issue the company faced is quality control issue impacting brand image. There is narrow focus in both consumer segments and product line. There is also limited brand recognition and limited geographic market such as America. The quality of yoga pants were not good because customer companied about sheer Luon Yoga Pants and the fabric is so see through.

Economic: Continued economic struggles, especially within the European Union, have the potential to negatively affect Lululemon’s international expansion(Thomas

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.

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”.

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.

Since 1998 when it was formed, Lululemon Athletica has performed as a niche market leader with a strong brand image and awareness among fitness professionals by distributing high quality products

has opened an Asian headquarters in Singapore. “Since it opened International sales, which accounted for 25% of the company's business four years ago, were 35% in 2010. The company has set a goal of at least 40% by 2014.” (JS ONLINE, Journal Sentinel)

In 1997, it started expanding & establishing manufacturing units in South Carolina and Los Angeles, and as of today the apparel manufacturing operations have spread to 800,000 sq. ft. of facilities in the warehouse district of downtown LA.