Lululemon pdf

Lululemon does not have a mission statement. The manifesto is a list of inspirational sayings. These allow Lululemon to reach a broader audience. With 24 to choose from, the customers are able to personalize their purchase and connection with the brand and the products they buy, making all customers feel special.

Yoga has evolved over thousands of years to embrace a wide range of styles and disciplines. Relationship- Good quality, global community, high value. Lifetime warrantee Puts a lot into the yoga community Worn for all ventures. Culture- International, inclusion, yoga for all. Healthy body, healthy mind, spiritual, active.

Sophisticated, fills customer with confidence. Reflection- The modern independent woman. Stylish, practical. Niche market- active healthy people. Self Image- Stylish, unique, ahead of the times, top of the market. Physique- High quality fabric, longevity in the design Personalised shopping experience Innovative. Primarily segmenting customers on behavioral and attitudinal variables, lululemon looks to divide its market into two groups: Those who live an active lifestyle and those who do not.

The active lifestyle segment includes people who currently exercise regularly, as well as individuals who hold a strong intention to workout and maintain a healthy lifestyle. Lululemon further sub-divides its active lifestyle group on key demographic variables including age, gender, and income.

Nearly all respondents characterized a typical lululemon customer with the following adjectives: wealthy, young, fit, white, and female. Positioning: Lululemon intends to position itself as more than just a niche yoga brand, hoping that women seeking high-quality athletic attire will wear its merchandise for daily recreation.

By offering fun yoga classes and informational nutrition events, lululemon emphasizes a distinctive dynamic variable in the athletic apparel market by encouraging customers to buy into a unique lifestyle that transcends the physical product. The company uses these events to position itself as a venue for customers to not only purchase yoga and running apparel, but also to participate in life- enriching events that promote brand loyalty.

Understanding the Marketing Mix Product: Lululemon athletica specializes in designing yoga-inspired, upscale athletic apparel for men and women. Price: Determined to provide a functionally superior athletic apparel product, lululemon athletica charges higher prices than its competitors. Once a particular shirt or pant sells out in a specified size or color, the product is discontinued and will no longer be available to consumers. Lululemon has filed a patent lawsuit against Peloton, in a growing feud over the designs of its sports bras and leggings.

In a case filed Monday in the the Central District of California, Lululemon said it is seeking injunction against Peloton's infringement of its intellectual property rights. In this article. An employee restocks clothes on display at the Lululemon Athletica sports apparel store on Regent Street in London.

VIDEO While Lululemon's strategies have helped establish a niche for the company in the athletic apparel industry, it hasn't always been a smooth ride for this Canadian retailer founded by Chip Wilson in Lululemon has weathered its fair share of controversy along the way, including when it had to recall its flimsy Luon yoga pants in early In addition to clothing, the company also sells accessories such as bags, socks, and yoga mats.

In fact, in late , the company opened its first store geared towards men in New York. However, in its only two men's only stores located in New York and Toronto were closed. Although the men's business has been experiencing growth, Lululemon intends to market itself as a dual-gender brand.

Lululemon sells its products through a network of stores it owns and operates, as well as directly to customers through online sales. As of Jan. Lululemon believes that its stores help the company connect with customers and solicit feedback on products, while also reinforcing its brand. However, customers can purchase products on www.

In addition to e-commerce and digital sales, the company sells its products to wholesale customers such as health clubs, fitness centers, and yoga studios as a way to enhance its brand image. Other sales avenues include warehouse sales and sales through showrooms and temporary locations. Lululemon doesn't own or operate any manufacturing facilities.

The company relies on a limited number of suppliers to provide fabrics or produce its merchandise. Lululemon has been successful with its business model. Still, investors should be aware that the company faces a variety of risks, such as fickle consumer tastes and a business model that is heavily dependent on suppliers. Despite impressive quarterly earnings, the company does not pay a dividend to shareholders and retains its earnings to fund growth overseas.

As Lululemon continues to expand, however, investors should be mindful of the risks the company faces from strong competition, fickle consumers, and potential supplier issues. Accessed Dec. Company Profiles.