Lululemon is a successful, Canadian, athletic, yoga apparel brand founded in 1998 by Chip Wilson. Traditionally, as a brand, Lululemon focused on creating “technical athletic fabrics” yoga-wear that made women feel and look great. Using the ideology of health, social, and individual responsibility, Lululemon has become an international brand. Lululemon’s brand message is constructed using a narrative of elevation from mediocrity to greatness. The corporation aim to create products that allows people
Statement Lululemon Athletica Lululemon Atheltica is a sports and yoga oriented apparel company. The first store was established by Chip Wilson in the year 2000 in Vancouver, BC. Lululemon offers a vast range of products and services including: • Yoga and running inspired clothing • Fitness accessories and tools • Yoga and self-defense classes In addition, to these products and services, the company is engaged in providing knowledge of health and fitness to its employees and customers. Lululemon is a
market of Lululemon Athletic is narrow. The primary market of Lululemon athletic was focus on the educated women who are pursuit a health and active lifestyle. However, there are not all women have economic ability to pursuit an active and inner peace life. Although Lululemon is started to design men products, all products is related to fitness and athletic. Issue #2: Branding is an important marketing strategy to all of products. Lululemon has limited brand recognition to public. Lululemon had showrooms
physically fit/active, well educated, aged 16-45, in the upper to middle class and residing in North America are the current primary target market of Lululemon. Lululemon as a brand is going after a very narrowly defined market segment (niche marketing) in which they had great success so far. Because they have developed so far very strong, loyal following, Lululemon could engage in multi-brands branding strategy to further capitalize on the yoga and non-yoga apparel needs as well as on widening of their customer
Strengths 1. Employees (educators) have prior experience in fitness or yoga and receive additional in-house training after hire date. 2. Every lululemon store employees a dedicated community coordinator who goes out in the public promoting the brand to local events. 3. Retail trademarked fabrics adding brand recognition and brand differentiation incorporating convenience features on the product. 4. Target yoga studios, health clubs, and fitness centers to gain entrance into the $5.7 billion yoga