Lululemon Athletica Inc. (Fitness Apparel) Lululemon Athletica Inc., also referred to as Lululemon, is an athletic apparel retailer from Canada. You can find them on Nasdaq with the ticker code LULU, as they are a publicly traded company. Lululemon was founded by Chip Wilson in Vancouver, in 1998. It didn’t take long time for Lululemon to become a wide-spread sensation throughout the United States. As of October 2015, Lululemon had over 354 stores worldwide. With growing popularity of the brand, it is not a surprise how successful the company itself has become. According to many, their products still maintain to be unique within the massive athletic-wear industry. Today, Lululemon produces outfits and gear for many different types of sports …show more content…
In the beginning they focused solely on yoga apparel. When they began production, they functioned as a design studio during the day, and then after normal store hours, they re-opened at night as a yoga studio at. I believe this is how they were able to make their products stand out in the first place: because of their direct connection with the practice of yoga. They were able to create and execute practical and reasonable outfits that were specialized for the activity, knowing first-hand what type of material and styles are comfortable for the moves. Their yoga apparel was comfortable, flexible and it integrated a flattering fit. Later, they applied this hands-on design and production perspective to other athletic fields when expanding their collection. By widening their products’ range, they have reached a greater clientele, and yet yoga is still their main game. Unlike Nike, Adidas, and Athleta, Lululemon does not sell shoes, but instead they focus only on what has made their brand originally successful – yoga-wear. Lululemon’s prices are on the higher end of the scale. While you can find yoga pants for as low as $25.00 at Gap, a pair at Lululemon can range anywhere from $75.00 to $130.00. (The Week Staff). Nevertheless, the price range and the quality of products do match with the expectations of their targeted consumer groups. And, as yoga’s popularity and hype in still on the rise, the brand remains a …show more content…
Most recently, the fourth quarter of 2017 earnings show a 2.6 billion net revenue. Their success was mostly due to the incomes through sales of accessories, outerwear as well as women’s pants. Their net revenue had increased by 18% and an 11% computer sales increase. On the fourth quarter report, you can see that there was also a $522.4 million gross profit which is a 22% increase. Glenn Murphy, Executive Chairman of the Board, Lululemon stated that they are “pleased” with these results for the forth quarter of fiscal year 2017
While looking at many different reviews people posted online, customers of lululemon athletica seem to be very pleased with the wear and tear of their products. Many different sources say that lululemon athletica’s clothing lasts for an extremely long time therefore people feel that their getting their money’s worth. lululemon athletica is a trend in itself because many consumers want to show off that they work out and wear an expensive clothing line while doing so and love flaunt
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
Curtin, Lucus, Top Ten Most Hated Companies in America. Such Almost High School, 13 Jan. 2014
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
Price: They have pricing strategy for different group of consumer. The price of their shoes varies depending on the type of the shoes, the feature of the shoes, and even design and edition matter. The shoes can be price at a standard price where most customers can afford. Yet some special feature shoes are specially design and created for premium customer who can afford to pay a higher price. For this reason they can capture different group and level of customer.
Anne Elizabeth Jane “Liz” Claiborne was born on March 31, 1929 in Brussels, Belgium. She was the only child of Omer V. Claiborne and Louise Fenner Claiborne. Her father taught her to appreciate the arts and her mother taught her how to sew. In 1939, at age 10, Liz Claiborne’s family left Brussels, Belgium for their new home in New Orleans, Louisiana. When Liz was twenty-one years old, her sketch for a women’s coat won a design competition for Harper’s Bazaar Magazine. With her sketching abilities and her winning sketch, she began working on Seventh Avenue in New York City as a design assistant and a model. While working on Seventh Avenue, she designed sportswear, dresses, and tailored clothing. From 1960 to 1975 she was the main designer for the junior dress division of Jonathan Logan, a major women's apparel manufacturer.
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...
Finally, Lululemon also faces competition from active-wear giants, like Nike. Nike has introduced a yoga line, which they are in the process of expanding (Lutz, 2013). Nike proves to be a major rival because they have a greater reach to customers than Lululemon (Lutz, 2013). According to the Nike website, they are selling their yoga pants for $100.
UA concentrated on the outside-in (market responsive) approach to carry out its strategies. It is reported that it sourced unique synthetic materials and employed on field product development. This enabled it to create the performance apparel segment in the athletic apparel market.
Lululemon Athletica, Inc. (Lululemon) is renowned for its technical, high-quality yoga-inspired apparel for women. However, the company is growing beyond this niche market and is therefore altering its competitive strategy. Lululemon utilizes a broad differentiation strategy because its target market is broad and its product line is varied, it stresses product innovation, and its community-based marketing and retail experience sustain its differentiation from competitors.
Nike’s focus for fashion forward women is the following: lead the athleisure trend, increase advertising, and the introduce the #BetterForIt social media campaign. We need to focus on the athleisure trend by increasing our portfolio for the women target market. Athleisure is already 20% of the firm’s revenue and we need to recognize that women are leading this fashion movement. Under Armor and Lululemon are already making headways in this fashion focused market. We need to emphasize our athletic technologies, promoting lighter fabrics and better performance, while still maintaining a level of comfort and fashionability. Increasing the portfolio means nothing if women don’t know we’ve done just that. Nike will need to increase advertising specifically with this target market in mind. The #BetterForIt campaign is one important aspect of these advertising efforts. Similar campaigns should promote and help “normalize” athletic wear in everyday
It is made of Black fabric. The hoodie has black thread/seams used to keep the whole thing from falling apart. From the front you can see that on the left breast it has a white embroidered kiwi which is approximately 6 centimeters in diameter. On the right breast it has the Burnside High School logo/emblem which is the cabbage trees also embroidered in white with Burnside High School Netball included in the embroidered design. On the front it also has a large kangaroo type pocket on the front which is very useful, this pocket is just plain black and made out of the same fabric as the rest of the hoodie. It also has 2 draw strings that you can see at the front which as from the hood (at the back). From the back you can see the double lined