Chairman Dennis “Chip” Wilson founded Lululemon Athletica Inc. in 1998. The Vancouver, Canada based Lululemon Athletica Inc. designs and sells yoga apparel under the Lululemon Athletica and Ivivva Athletica brands, to the trendy athletic consumer. They operate in 250 companies owned store in North America alone in 2015, they also have stores in Australia and New Zealand. Lululemon has 8,628 people employed as of 2015. Their primary design apparel for women that like to run, do yoga or dance, the company also offers a men’s line. A third-party in Taiwanese constructs the attire, which is then distributed to the different stores in Canada, North America, and Australia.
Geographic Reach and Operations
Sixty percent of Lululemon’s sales
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They also opened up their first store in Singapore in 2014. The company plans to open about twenty new stores in Asia and Europe each by 2017. They are trying to have enormous geographical reach expanding all over the world.
Marketing
“Lululemon’s target customer is a sophisticated, educated, physically active women, who can afford to spend upwards of $80 on a pair of yoga pants” (Lululemon Athletica Inc., Company Profile from Hoover 's). Their marketing approach is very community based. Although the company is more based on yoga apparel, they want to promote more healthy life style, getting out, drinking water, exercising.
Their ambassador program also helps the company grow they have elite athletes being their ambassadors like cyclist Ryan Leech. Design for the product is one of the most important things; it makes you stand out from your competitors. Lulu design team is based out in Vancouver. Lulu had created fabrics like Luon (breathable and cottony soft) and Silverscent (helps you not smell when you sweat) in partnership with apparel manufacturers, to make their products. They are also in the progress of developing fabric that protects you from UV. If you are like me, you know just by the touch of fabric if it’s Lululemon or not. It has such a significant touch, depending on what you get. These are great for marketing it makes Lululemon different from their competitors.
In 2014 Lulu opened its fist men only apparel store in Soho,
Lululemon Athletica Inc., founded in 1998 in Vancouver by Chip Wilson, is a company which designs and produces high-end yoga and technical athletic clothing. They have operated primarily in North America and Australia; their initial target customer was an educated woman who lives an active and healthy lifestyle. They opened their first store in Kitsilano in BC in November, 2000. The first store was intended to act as a community hub where people could learn and discuss about the physical aspects and mental aspects of a healthy life, in addition to selling yoga clothing.
There was a great team work and lots of energy towards employees to become LuLuLemon a billion dollar company.
store in Australia as a means of more quickly disseminating the lululemon athletica brand name, conserving on capital expenditures for store expansion, and
You walk into an atmospheric friendly place, the employees are very nice and helpful. Lululemon does not advertise their product like Nike, Puma or any other athletic brand usually does with their commercials and ads. They get
Instead of conducting traditional marketing which has huge marketing budgets, Lululemon heavily relays on word of mouth. Moreover, the grassroots branding strategy make them differentiated from their competitors. Lululemon providing free class and made instructors be their models which become a very successful way to promote their products.
The first Lululemon store was initially created as a place for people to gather to learn and share ideas about a healthy lifestyle. As the company expanded, Lulu could no longer target every individual walking into the store with knowledge of healthy living. At this point, the company shifted its focus to educating their employees who could positively influence everyone who walked into the stores. The thought and reasoning that went into the first Lulu store has continued as the company has grown. It has continued to target active people while pushing everyone towards a healthy lifestyle. Its main target market is young woman, between 15 and 34 years old, in the middle to upper classes. One of
They approach community yoga teachers to wear their products so they can test it and recommend it to their students. Besides this, they give them free items and opportunities to deepen their relationships with them. On the whole, being able to focus on one aspect alone helps lululemon to make them standout among the pool of competitors accompanied by their community based strategy.
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
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).
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
Able to diversify its product range to meet market demand including women’s wear, men’s wear, accessories and home wares.
As of Feb 28, 2014, the company had approx. 10,000 employees & 246 retail stores in 20 countries. The company has business in the United States, Canada, Mexico, Brazil, United Kingdom, Ireland, Austria, Belgium, France, Germany, Italy, Netherlands, Spain, Sweden, Switzerland, Israel, Australia, Japan, South Korea, and China. The company also operates an e-commerce website with 12 different localized online stores across the world.
Lululemon already has presence in international markets, having corporate-owned retail stores in Australia, New Zealand, United Kingdom and Singapore.
They have around 15 stores in Saudi Arabia. Their first store was opened in Danube (Khaledeeyah) in Jeddah. The company is continuously expanding and promoting their brand to keep satisfying their regular clients from around the