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
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
Overview It’s not a surprise when the Lululemon Athletica’s founder Chip Wilson got his inspiration from a commercial yoga class he took in Vancouver. Having past experience in surfing, skating and snowboarding business, Chip figured out that the experience of post- yoga rush is somewhat familiar to that of surfing and snowboarding, and believed yoga would become popular again. At that time, yoga practicers performed excercises in cotton clothing and it was proven not to be suitable as the fabric