Tesco Athletica Inc. Chairman Dennis

As women have continued to embrace a variety of fitness and athletic activities, including yoga, we believe other athletic apparel companies are not effectively addressing their unique style, fit and performance needs. We believe we have been able to help address this void in the

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).

Nike may be typically known for focusing a lot of gear solely on athletes; yet, it is not just for them. Nike’s objective

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

When it comes to a social aspect, Lululemon is becoming an increasing trend: a result of consumer approval. The company does take hits though for its return policy and many people feeling that their staff is not very friendly. The media took blows on the company when there was a murder that took place at one of their stores and the conflict was between two of the employees(Lawrence). They are seen as having sustainable development and being environmentally friendly. They are also conforming to demographic changes and developing lines for men and youth. As for a technological aspect, they are praised for their several forms of social media and keeping customers up to date as well as their up keep of fashion trends(MBASkool).

Lululemon Athletica, is a yoga-inspired athletic apparel company with products that create transformational experiences for people to live happy, healthy, fun lives. Lululemon has teamed up with Jennifer Anniston to promote a healthy lifestyle at the 5k at Millennium Park.

a few percent, in 2012 the gross profit margin is the highest it has ever been

The company plans to launch stand-alone men's stores by 2016 and expand their business globally. That same day, the company announced plans to quit the Toronto Stock Exchange (TSX) due to a lack of trading on the Canadian exchange, stating that the expenses associated with having a dual listing were not justifiable(Nichols, 2016). The one remark that sent the media in a frenzy was in response to the public criticism of the sheer yoga pants, Wilson explained, “Quite frankly, some women’s bodies just actually don’t work for it. Even our small sizes would fit an extra-large(Nichols, 2016). It’s really about the rubbing through the thighs, how much pressure is there.” This statement triggered massive social outrage that was felt throughout many media platforms(Nichols, 2016). With this media “fire-storm” it was clear that Mr. Wilson needs to be reprimanded in the sense of being taught to speak to the media. Christine Day has stepped down from the CEO position and corporate will need to select another leader.

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

Lululemon Inc. has a strong history of making quality fitness clothing for yoga and other athletic purposes by the founder of the company. Dennis “Chip” Wilson in 1998. After becoming “overwhelmed” by the company’s success in Vancouver, Wilson transferred management of the company to trained managers (Nicholes, 2016, p.6). During this time, Corporate CEO Christine Day’s leadership was put into question due to the low level quality of material used to make the Luon Pants, which had a “see-through problem” due to the extreme sheerness of the pant material. More so, in 2013, corporate leadership had a lawsuit brought against the company directors, including Christine Day, of massively raising the

In the United States of America, being fit and active is an important value of the culture. Many employers give out free gym memberships or encourage their employees to take a longer lunch to go be active. According to Business Insurance, many companies in New York have been organizing midday dance parties to give their employees some time to get out from behind their desks and move. Feeling good about the way one looks can be an important part of exercise because it promotes higher self-esteem. There is no longer a need to wait until you get into shape to look good when companies like Lululemon are now producing exercise wear that is fashionable. An industry professional was quoted as saying “Our customers desire clothing that they can work out in and then head out into the world.” If clothing fits well enough, then people are going to want to wear it all the time. Although fashion trends are ever changing, Lululemon is always creating new products to keep up with them. According to The Bureau of Labor Statistics, the retail industry is considered a high growth industry. The retail trade sector is the nation’s largest employer. The growth rate of real output for the retail trade sector of the economy is 4.6% annually. From 2004 to 2014, the real output grew from 1.1 trillion dollars to 1.8 trillion dollars. This can be attributed to new apparel companies always entering the

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”.

Chip Wilson had a passion for technical athletic fabrics and after taking his first yoga class in Vancouver, British Columbia he found a problem. The cotton clothing that was used for yoga was completely inappropriate and too sweaty for him. In 1998 he opened up a design studio for yoga clothing that also served as a yoga studio at night. He asked the yoga instructors to wear his apparel and in return he received positive feedback. In November of 2000, Wilson opened up lululemon’s first real store, called Kitsilano. Wilson had a vision that this store would be a community hub where people could talk about all aspects of healthy living. Wilson saw his brand as a way to fill the void in the women’s athletic market. Lululemon’s mission statement is providing people with the components to live a longer, healthier, and more fun life. More stores expanded in the Vancouver area and in 2002 even expanded into the United States. By 2005, the company had 14 company-owned stores and one franchised store. By 2007, the company’s owners elected to take the company public. Lululemon proved to be a growing company. Chip Wilson stepped down from his executive position as lululemon’s Chief innovation and branding officer executive on January 29, 2012.

Nike, Inc. has been the world’s leading innovator and provider in athletic footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring inspiration and innovation to every athlete in the world; if you have a body, you are an athlete. Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic world-class powerhouse that continues to dominate the market with no signs of slowing up. Nike’s marketing and advertising have been breakthrough, aspirational, and legendary over the years, featuring high-profile athletes and heroes.