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Lululemon athletica inc case study
What are the key elements of lululemon strategy
Lululemon athletica inc case study
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All of five generic competitive strategies, Lululemon is closely employing broad differentiation one. Lululemon company offer a diverse selection of premium – price products. From the first Lululemon’s establishment, many of this company’s products were specifically intended for people taking part in yoga, now the company has broaden its products to address the needs of other activities (swimwear, golf and tennis). Some new kinds of products are introduced to the customers like socks and underwear, sweat cuffs and gloves, instructional yoga DVDs, gear bags… Lululemon now not only provide products for woman but also has broaden the customer range to men and female youth. They realized that everyone now is caring about their health. The number
...ies”. In other words he meant, some women are too fat and that is why the clothing is very transparent and has chain problems. (Strauss, 2013). Although, to a degree it may be true, it has aggravated many women, rights activists and other organizations. Some of his views have also landed him in controversy. Wilson says he named his company Lululemon because he found it funny the way Japanese people say the letter “L”. Wilson also said that he supports child labor in third world countries because it costs him less. These views and quotes have created many controversies for Wilson.
Founded in Vancouver BC in 1998, the first Lululemon shared its retail space with a yoga studio. Lululemon Athletica inc. is a Canadian designer and vertical retailer of athletic apparel, which operates predominately in North America (“Lululemon Athletica Inc (LULU.O),” 2014). The Company’s garments are marketed under the brand name “Lululemon Athletica” (“Lululemon Athletica Inc (LULU.O),” 2014). Lululemon decided to go public in 2007, 7 years after opening their first store in 2000, raising $327.6 million (Urstadt, 2009).
Instead of trying to persuade customers to buy what the LA Fitness has already produced, the marketing department has decided to produce a product for families not just individuals. The corporation has decided to do this through research. Consumer needs and wants became the firm's primary focus. This consumer-orientated marke...
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
Lululemon geographics have expanded into Asia, Africa, Europe, and have densified in North America with new openings of stores. The companies’ demographics have also expanded. Previously only focused on yogi’s, Lululemon is now focused on any one who sweats and is interested in athletic wear and the lifestyle it promotes. Lululemon also offers the same quality leggings to men and young females; one of Lululemon’s biggest market segmentation moments was when they opened their sister store Ivivva to market the same product to a younger female audience. However, they are still fixed on offering their products at a higher cost, meaning only customers who have money for discretionary products can purchase them; the high exclusiveness and quality has created a loyal fan base. The organization also continues to segment themselves as a leader in the health conscious market, promoting the better lifestyle with yoga ambassadors. With the rise of people being aware of their bodies, Lululemon fits perfectly into the new
The most recognized brands amongst US males in the sports and fitness clothing market are Nike, Adidas, Reebok, and Puma (Statista, 2014). However, there is a large amount of opportunity to gain market share as only Nike hold a high percentage favoritism from male shoppers (Statista, 2012). Multiple brands have a stronger focus on women’s clothing such as: Fabletics, Athleta, and Lululemon. Lululemon has a similar business model however the brand has a stronger connection with women and yoga.
The creative team can use photographs in the ad, which can show consumers the versatility and functionality of Lululemon. Fabric details and descriptions from Lululemon can help provide evidence that Lululemon’s workout clothing is comfortable and help justify the common complaints of Lululemons high prices. A finding from my survey showed that consumers of Lululemon often found Lululemon too expensive. Providing a clear and concise description of the materials used in Lululemon clothing can help change their discomfort with the prices. Testimonials from real and relatable people can help support these benefit claims. One statistic from my survey showed that Lululemon’s target audience wore Lululemon when working out and on days off. This survey data can be used to provide further proof that Lululemon’s workout clothing is versatile for working out and running
C-79). The company is also offering products and apparel intended for other healthy and athletic lifestyle pastimes rather than solely for yoga. These include swimwear, which were introduce for women in fiscal 2013 and men in the spring of 2014, dance apparel through its ivivva brand, as well as expected golf and tennis products (Thompson, 2014, p. C-80). Additionally, Lululemon offers such products as gear bags, water bottles, caps, gloves, headbands, and socks. This supports the company’s core component to “broaden the lululemon product line beyond yoga, running, and general fitness (specifically swimming, golf, and tennis) and include offerings for both males and females of many ages” (Thompson, 2014, p. C-79) for its fiscal 2014 business strategy. This indicates that the senior administrators of Lululemon have been transitioning the company’s competitive strategy from having a narrow market focus just on yoga
Lululemon, a premium yoga-focused retail chain, serves two market segments. One segment consists of consumers who are characterized as “trendy urban” and the other segment consists of “wealthy” consumers. The “trendy urban” segment, in summary, is fashion oriented or active women who live in metropolitan areas. The “wealthy” market segment is affluent women who live in either urban or suburban areas. As discussed below, these two market segments are defined by differences in demographics, geography as well as behavioral and psychographic characteristics.
Lululemon was able to corner the market in a market driven business, which has strengthens and weaknesses to consider. This company could benefit from more aggressive advertising because they have such great brand recognition and consumer loyalty. With the retail market changing and more competitors entering the market, Lululemon needs to stay competitive and offer a broader spectrum of products and expand their markets into areas they already have great brand recognition. Lululemon takes pride is offering a high quality product and this company changed the way the world sees yoga appeal today. In very recent years yoga has become a popular sport and the consumers today want to look stylish while doing so and this company offers the rights products to do
considered normal for a well-established business. Lululemon's price earnings ratio tells us that there is increased growth and performance anticipated in the future.
In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308).
What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well.
With the increased monitoring and enforcement of labour practices; Nike being in the public spotlight and subject to negative publicity on their subcontracted factories is forced to readjust the working conditions of their cross ocean factory workers to abide with proper regulations. This has caused Nike to modify their factory standards and employee working conditions by; limiting the maximum hours worked a week, implementing proper ventilation systems to filter out toxic fumes, increase worker access to protective equipment, and increase the capacity of medical facilities and medical staff for their workers.
Main drivers for US profitability has been within women shoes, broken down in sub categories of casual (17%), dress (13%), and athletic (10%) shoes, composing roughly a 40% demand of the market. However, domestically men’s athletic shoes represent 20% of the market and show signs of increase, globally men’s athletic shoes make up 30% of the market. This increase in sales within the athletic sub-category can be lead by the increase in demand for shoes that allow easy, fast movement. Studies show that ages within 18 and 45 in the U.S. have increased physical fitness by 17% since 2006. According to the Outdoor Industry Association, outdoor footwear grew...