Lululemon Athletica
Executive Summary
Lululemon Athletica is a yoga and athletic attire company. This company was founded in 1998, and opened its first real store in November of 2000 around the beach area of Vancouver BC called Kitsilano. (BC Bike Race – The Ultimate Singletrack Experience. (n.d.).
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Lululemon was founded after the founder Chip Wilson took a yoga class offered in Vancouver and found the result exciting. It was the same experience which inspired the thought to provide high quality and comfortable clothing for all those who practiced yoga thus encouraging health, wellness, strength and community.
The Company drives its marketing campaigns by getting yoga instructors in different communities to wear their apparel and gives them 1,000 units of free clothing as samples. This way, the instructors get to model the outfits and also get believability from their students.
This brand is also the only yoga apparel brand that has succeeded in building its brand image without thriving on price discounts and creating artificial scarcity.
The idea was to have the store be a community hub where people could learn and discuss the physical aspects of healthy living, yoga, diet, running, cycling and other aspects of living a life full of possibilities. However, with the influx of large number of people to the store, it became remarkably busy that it became practically impossible to sell these benefits to customers in-store in addition to selling the product
Introduction
Lululemon, a rapidly growing designer and retailer of technical athletic apparel primarily in North America. They make yoga-inspired apparel marketed under the Lululemon Athletica brand name. Lululemon’s consumers usually view the brand as innovative.
According to NASDAQ, LULU End of Day and Historical Stock Data (n.d.), “Our products are designed to offer performance, fit and comfort while incorporating both function and style. Our heritage of combining performance and style distinctly positions us to address the needs of female athletes as well as a growing core of consumers who desire everyday casual wear that is consistent with their active lifestyles. We also continue to broaden our product range to increasingly appeal to male athletes. We offer a comprehensive line of apparel and accessories including fitness pants, shorts, tops and jackets designed for athletic pursuits such as yoga, dance, running and general fitness.” (LULULEMON ATHLETICA INC. – shareholder. (n.d.). Retrieved from
Lululemon’s Current Marketing Program –
Lululemons core business is manufacture of yoga fitness apparel by integrating customers’ ideas into their design