Lululemon Essay

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To truly analyze Lululemon as a company, I’ve decided to individually address each of the 6 Ps of Retailing, which are product, price, location, promotion, people, and presentation, and determine whether or not I think that any of their practices/methods need to be improved. Lululemon Athletica is a company focused on retailing athletic wear and accessories for athletes and others exhibiting a healthy/active lifestyle. Their products consist of activewear, athletic shoes, clothing and accessories dedicated to travel, loungewear, and underwear. Lululemon has expressed its interest in expanding beyond athletic wear and widening its consumer reach. Based on this fact, I’ve determined that Lululemon is doing a good job in terms of their product. …show more content…

Despite the praise about the quality of Lululemon’s product, there are often complaints about their pricing. For example, the products geared towards women dip as low as $10 for a three-pack of hair-ties and go as high as $500 for a parka. The company has increased their prices multiple times, some of which were all within one year. The inconsistency and dramatic range of prices leads me to believe that Lululemon could improve in this area of retailing. They could start by limiting the number of the times they raise prices for a certain amount of time. They could also re-evaluate some of their prices, or determine whether lower/higher priced products are actually worth selling. When it comes to their locations, Lululemon operates the majority of their business online, however, they do have over 600 physical locations available globally. The majority of their locations, though, are in the United States and Canada. With the company being founded and having its current headquarters located in Canada, and being incorporated in the United States, it makes a lot of sense for the company to operate so many physical stores in these two …show more content…

For example, they reach out to influencers and athletes, partner with them, and use these individual platforms to reach out to a diverse pool of consumers. They use platforms such as Instagram, TikTok, and YouTube. Other than social media marketing and partnerships, Lululemon also does their best to build a sense of community in order to gain loyal customers. They do this by doing fitness classes, local events, and other forms of workshops. Their dedication to appealing to consumers in-person, as well as online, leads me to believe that Lululemon is doing good with their methods of promotion. As stated earlier, Lululemon focuses on people who have lives that revolve around fitness and activity, so their customers consist of people who live these types of lifestyles. In addition to these lifestyles, the company also targets people in their late teens to people in their mid-to-late 30s. Although, it should be noted that Lululemon does not advertise an ‘age limit.’ I also stated that Lululemon prioritizes a sense of community, and this reflects in their hiring practices. For example, they make it a point to hire diverse

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