Lululemon Swot Analysis Paper

Strengths

The most competitive advantage of Lululemon is the continuous improvement of product quality. Athletic apparel manufactured by Lululemon consists of advanced waterproof fabrics with membrane technology to wick water away from the body while simultaneously preventing it from entering deeper layers of the fabric (MarketLine, 2016). Customer will stay comfortable when they doing exercise.

Another advantage of Lululemon is the company's continued discovery of channel sales. Lululemon not only sells through directly stores, but also through their official website for promotion, accumulating customers and building communities. Wholesale channels comprise another significant revenue stream for Lululemon, they partners with elite yoga

Opportunities

Lululemon’s direct store sales have remained stable and it is time to consider expansion. At present, Lululemon has more than 400 stores and nearly 300 in the United States and Canada. Therefore, Lululemon should expand the market in Europe and other regions to make their brands more mature. Lululemon also has stores in China, South Korea, Germany, Puerto Rico and Switzerland (Lululemon, 2017). As Lululemon is a relatively new brand in these regions, it needs to consider how to promote and promote more careful expansion.

Threats

As we all know, the sporting goods and apparel market is highly competitive. And LULU's competitors are mainly wholesalers, retailers, and branded women for the women's fitness market. Of course, it also faces competition from traditional sportswear brands. Its main competitors include Nike, Adidas and Gap. Their brand is more mature than lulu and their products are more abundant. Many of these companies have a large number of customer groups, and the investment in operations will be more