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Lululemon case study 2019
Lululemon athletica industry
Lululemon analysis
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day. lululemon athletica uses fabrics for their apparel that are most suitable for athletic pursuits. The main fabric that they use is called “luon”, which is a mixture of spandex and nylon. The sizes that lululemon athletica offers range from US sizes 2-12 in their tops, bottoms, sports bras, and outerwear. Since lululemon athletica caters to men and women, their product mixes for each gender vary a bit. On the women’s end, lululemon athletica is mainly known for their extremely comfortable yoga and workout leggings. Their leggings are categorized by tightest fit to loosest fit when you walk into a storefront. They then are categorized by length and size: cropped, full-length, or 7/8. They make leggings specifically for running which are made out of a different material than the leggings that are made for other workouts; …show more content…
lululemon athletica’s target market is niched down to people who can afford expensive workout gear but also targets the “yoga mom” and “college girl” stereotype. lululemon athletica tends to have that “yoga mom” look to it because of the style of their clothing and the women who tend to shop at lululemon athletica since it’s a higher end brand of workout gear. At the same time, they target the “college girl” because many girls in college like to stay up with the latest trends and like being able to dress comfortable to class. Men who like working out, meditating by doing yoga, or like lounging in comfortable clothing are also a part of their target market. lululemon athletica also does not have many items with crazy colors and sayings written on their apparel, which would most likely appeal to tweens and teens, because those are not the people they are trying to
The most recognized brands amongst US males in the sports and fitness clothing market are Nike, Adidas, Reebok, and Puma (Statista, 2014). However, there is a large amount of opportunity to gain market share as only Nike hold a high percentage favoritism from male shoppers (Statista, 2012). Multiple brands have a stronger focus on women’s clothing such as: Fabletics, Athleta, and Lululemon. Lululemon has a similar business model however the brand has a stronger connection with women and yoga.
Lululemon geographics have expanded into Asia, Africa, Europe, and have densified in North America with new openings of stores. The companies’ demographics have also expanded. Previously only focused on yogi’s, Lululemon is now focused on any one who sweats and is interested in athletic wear and the lifestyle it promotes. Lululemon also offers the same quality leggings to men and young females; one of Lululemon’s biggest market segmentation moments was when they opened their sister store Ivivva to market the same product to a younger female audience. However, they are still fixed on offering their products at a higher cost, meaning only customers who have money for discretionary products can purchase them; the high exclusiveness and quality has created a loyal fan base. The organization also continues to segment themselves as a leader in the health conscious market, promoting the better lifestyle with yoga ambassadors. With the rise of people being aware of their bodies, Lululemon fits perfectly into the new
Advertising Objectives: The advertising objectives for Lululemon are comprehension, desire, and action. Lululemon wants consumers to have a better understanding of the benefits and features of Lululemon so that the consumer differentiates them from their rivals. Lululemon also wants to further implement consumer desire. Once a consumer has an inclination towards Lululemon, it can become all they think about and this could lead to the final objective: action. Lululemon wants consumers to know that they have fashionable and high quality workout clothing compared to its competitors. The advertisement should affect consumer actions by convincing the consumer to abandon Lululemon’s competitors in favor of Lululemon.
Lululemon was able to corner the market in a market driven business, which has strengthens and weaknesses to consider. This company could benefit from more aggressive advertising because they have such great brand recognition and consumer loyalty. With the retail market changing and more competitors entering the market, Lululemon needs to stay competitive and offer a broader spectrum of products and expand their markets into areas they already have great brand recognition. Lululemon takes pride is offering a high quality product and this company changed the way the world sees yoga appeal today. In very recent years yoga has become a popular sport and the consumers today want to look stylish while doing so and this company offers the rights products to do
These individuals come from educated and sophisticated backgrounds and socioeconomically fall within the middle to upper class. This target customer won’t buy new clothing based on the fact that it might be worn out or too old, they buy habitually in order to keep up with the latest trending styles and innovations that money can buy. “Other than their poise and perfect coifs, you can identify members of this gym robot army by their brand of clothing. You’ve seen them at your gym, at the Whole Foods and in line for green juices; they’re the Lululemon ladies and they’re fancy as fuck.” (Blisstree) This consumer segment is also very brand and status orientated, and therefore views and wears Lululemon as a status symbol of high end and high quality, athletic
L.A. Gear is an athletic shoe manufacturer that is struggling in the athletic footwear industry. The company is ranked number three following Nike and Reebok. L.A. Gear is well known to its female customers due to their fashionable shoe line. To be able to gain some ground on the other shoe manufacturers L.A. Gear is going to have to develop a men's shoe line and capture some of the male buyers. This is not going to be an easy task since Nike and Reebok spend an extensive amount of money on their advertising campaigns including celebrity spokesmen. L.A. gear not only needs to capture the male buyers but they also need to maintain their female customers so a delicate balance is needed. An extensive research and marketing campaign will be necessary to penetrate this market and still maintain its loyal customers and brand recognition. Once the research is gathered a full scale marketing campaign will follow once the new direction of the company is determined.
After graduation, Plank traveled to New York City's garment district to test various materials and eventually designed a material out of spandex and lingerie to be worn under the football pads of athletes. Under Armour's product lines include HeatGear, ColdGear, TurfGear and LooseGear, which can be found in more than 8,000 retail stores and on Under Armour's website. The idea was a major suc...
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
Wilson has started many retail companies, foundations and programs. His most known company is Lululemon Athletica, often referred to as Lululemon. Started in 1998, in 16 years the company has become the leading brand in yoga apparel. The business started because female participation in sports increased in those years. The first store was in Kitsilano. It is a small town in Vancouver where Wilson was born and brought up. Originally, Lululemon sold all women sports wear. After the some success, the company launched a subsidiary in 2001 called Fashion Active Lab. This company specialized in yoga clothing. The success of yoga clothing, created a new opportunity for Lululemon. In 2009, they started a new subsidiary called Ivivva Athletica. This company’s target market was girls ages 6 to 12. On July 27, 2007, Lululemon hit the NASDAQ market for public trading under the symbol LULU. On December 10, 2013 Wilson sa...
Founded in Vancouver BC in 1998, the first Lululemon shared its retail space with a yoga studio. Lululemon Athletica inc. is a Canadian designer and vertical retailer of athletic apparel, which operates predominately in North America (“Lululemon Athletica Inc (LULU.O),” 2014). The Company’s garments are marketed under the brand name “Lululemon Athletica” (“Lululemon Athletica Inc (LULU.O),” 2014). Lululemon decided to go public in 2007, 7 years after opening their first store in 2000, raising $327.6 million (Urstadt, 2009).
What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well.
C-79). The company is also offering products and apparel intended for other healthy and athletic lifestyle pastimes rather than solely for yoga. These include swimwear, which were introduce for women in fiscal 2013 and men in the spring of 2014, dance apparel through its ivivva brand, as well as expected golf and tennis products (Thompson, 2014, p. C-80). Additionally, Lululemon offers such products as gear bags, water bottles, caps, gloves, headbands, and socks. This supports the company’s core component to “broaden the lululemon product line beyond yoga, running, and general fitness (specifically swimming, golf, and tennis) and include offerings for both males and females of many ages” (Thompson, 2014, p. C-79) for its fiscal 2014 business strategy. This indicates that the senior administrators of Lululemon have been transitioning the company’s competitive strategy from having a narrow market focus just on yoga
Maintaining a healthy lifestyle is more important today than past years. With the development and improvement of myriad medicines, along with food additives and genetically engineered food it is not surprising that people need to care more for their bodies. At the same time, it has become more common for these people to understand the many components that create a strong body, and the factors that lead to health and wellness. There has been much research that indicated the several benefits obtained in people 's daily life, by incorporating the three factors that define health and wellness. These three factors include physical fitness, nutritional health, and mental health.
Has anybody here ever walked into a shoe store looking for a running shoe? You were probably dazed and confused because there were just so many different brands and styles to choose from. Now a days, shoe stores stock their running sections with different brands and styles. If you are one of those people who has not been shoe shopping in years, then prepared to be shocked. Technology and designs of running shoes have changed drastically. Running shoes are better than ever now, due to these changes. Also, with all the different name brands such as Asics, Brooks, New Balance, Nike and others, you can assure yourself your are paying for a quality product.
DISCUSSION: This study investigated the barriers and enablers of physical activity in various workplaces. Thematic analysis that ensued provided relevant clues into understanding workers’ plight in the workplace with regard to actively participating in physical activity. Sedentary behavior settled in with time, given the amount of hours workers spent at work daily. It was equally important to bring into light factors that influenced workers behaviors so they could inform recommendations about physical activity for workers’ morale, motivation, and keeping healthy.