The first Lululemon store was initially created as a place for people to gather to learn and share ideas about a healthy lifestyle. As the company expanded, Lulu could no longer target every individual walking into the store with knowledge of healthy living. At this point, the company shifted its focus to educating their employees who could positively influence everyone who walked into the stores. The thought and reasoning that went into the first Lulu store has continued as the company has grown. It has continued to target active people while pushing everyone towards a healthy lifestyle. Its main target market is young woman, between 15 and 34 years old, in the middle to upper classes. One of Lulu’s top products is its yoga pants, which along with a majority of the products Lulu creates, are made to wear during exercise. The style and fit of this clothing helps men and women alike to look good while working out, this leads to a boost in self-confidence and self-esteem. On the other hand, the close fitting material incentivizes people to stay active and eat healthy in order to fit into the clothing that is offered by Lululemon. In the past few years Lulu has expanded its target market to include active males as well. The same material is used in the male products, so the male consumers benefit in similar ways as the woman consumers.
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
This past month I made my last visit to the popular teenage/college student retail store Abercrombie and Fitch. Finishing up some back to school shopping, I was on a quest for jeans, and I knew the place to get them. My last two favorite pairs were from Abercrombie and Fitch, and I was planning on buying the same kind once again. Happy and relieved that I would not spend the afternoon ransacking the mall for one pair of jeans, I entered the store to the pulsating beat of techno dance music. In front of me was the teenage Mecca of what is truly hip -- the first thing I noticed were the life-size pictured that covered the walls -- half-clad muscular and glistening young men, frolicking around with pouty faced but beautiful young women who were wearing either size 2 short shorts with bikini tops or 3 layered sweaters. The tables were covered with overpriced shorts, shirts, and sweaters, strewn about by desperate customers searching for the perfect outfit. The sales people who roamed the floors were definitions of cool themselves -- ranging from age 16-22, they modeled their employee discounts in a haughty way which encouraged the customers to strive for their ultra-hip look. And strive the customers did. What was the most noticeable upon entering the store (besides the blaringly loud music which made me wonder if I was at a clothing store or a dance club) were the herds of desperate young men and women, who seemed to range from age 12-25, strutting around the store and searching for anything that had the name A&F on it. I can only imaging how many nights of baby-sitting it would take some of these eager teenagers to buy one sweater. The young custome...
Since the 1970’s Urban Outfitters INC. has produced a wide selection of clothing brands for the younger generation. Urban Outfitters INC. includes Free People, BHLDN, Anthropologie, Terrain and Urban Outfitters. The beginning of Urban Outfitters INC. started out in Philadelphia for college students, their fun loving affordable clothing appealed to students who were living under a college budget. It’s known for its “hipster” and “free thinking” clothing that would appeal to the younger generation. However in present day it seems as if the original purpose of Urban Outfitters INC. has been lost. The prices of clothing at Urban Outfitters and at their sister stores has increased drastically to where college students can barely afford it. Throughout the recent years Urban Outfitters INC. has found itself in multiple issues that effects the sales of their stores. For instance being reprimanded for their designs, being sued for stolen designs and having a president who supports anti-gay polictians. Considering all the negative aspects to Urban Outfitters and the loss of their traditional purpose Americans should not support Urban Outfitters Inc.
It is affecting their revenue and product quality. With the economy lowering throughout the past couple years, it has been a major reason that the earnings at Abercrombie & Fitch and their product quality has decreased so much, but that is not the only reason. As stated before, the company is more focused on their image. Their image has always been there main focus, which being able to obtain a good image within a company they need to have good quality products, which will also result in an increase of revenue. Therefore, Abercrombie & Fitch does not understand that. They believe that a image such as making sure their employees look the best, to the point of forcing them to wear exactly what they want will cover the overall image category in the marketing aspect of the
Within the past five years, the stock market has steadily increased due to an abundance of retail and merchandise shopping. Many may wonder, “why now?” or “why such an increase in sales?”; the answer to this question is right in front of our nose. The answer is the current consumer culture, consisting of everything we buy- including clothes, food, accessories, cars, and furniture. Pressure from the current consumer culture on the average shopper has never been so strong. Nowadays the only way for a person to feel as though they fit in is by purchasing the latest fashion fad, in order to, in some way, feel connected. Peer pressure and the pressure of advertising are placing the latest crazes in front of our eyes, and it is our job as consumers to purchase them, no matter the cost. The current consumer culture is taking the word “unique” out of the country by creating false images for teenagers and cities to fulfill. It is also placing unwanted pressure on parents and teenagers to cooperate with today’s consumer culture without realizing that the intent of large corporations is only for their own good.
Under Armor is viewed as a designer company for athletic wear. The company makes higher quality merchandise, which comes with a higher price tag. Under Armor’s line appeals to a wide variety of people, from upper class to lower class consumers. While it is easier for consumers in upper class society to purchase this high-end workout gear, it may not be reasonable to consumers in the lower class or even middle class markets. Companies such as Wal-Mart and Target can make a very similar product for almost half the price. To prevent losing these customers, Under Armor should consider a mor...
Something people might frequently worry about is self-identity, and how to express who they are. When looking for an outlet to do this, the easiest way to show what kind of person someone is, clothes are usually the first choice: a black t-shirt with a cynical saying, or maybe some skinny black jeans. Whether the advertising agencies created the personalities that come with clothes or took advantage of what was already there, clothes are often sold as something more than just clothes. Companies must ask how to convince consumers to buy their product instead of the competitors’, regardless of price difference. Particularly Levi’s jeans, a 150+-year-old American business, has been trying different approaches to packaging the type of consumers that buy their jeans.
They believe that the market is divided equally with each gender making up 50% of their customers. The way that they attract females is by creating fashionable colors for the merchandise produced for females. The reason for this is that they know females generally wear sporting clothes as casual wear. Under Armour have in response to that have created yoga pants that can be worn for everyday use. “Under Armour have also produced a campaign called “Power in Pink” which is for the awareness and support for victims of breast cancer” (Barret, 2007). For males they have produced more durable and skin tight fittings with a robust color scheme. The third segmentation stage is the diverse uses consumers have for their products, examples being the use of their merchandise as professional or casual wear. Under Armour have been able to market their brand by sponsoring professional athletes as well as teams which have led to a noticeable increase in sales across the board. The last form of segmentation is the climate in which the consumers will use their merchandise in. The way Under Armour manages to accommodate both climates is that their apparel is made from a material that regulates the body temperature when doing activity in either
...ies”. In other words he meant, some women are too fat and that is why the clothing is very transparent and has chain problems. (Strauss, 2013). Although, to a degree it may be true, it has aggravated many women, rights activists and other organizations. Some of his views have also landed him in controversy. Wilson says he named his company Lululemon because he found it funny the way Japanese people say the letter “L”. Wilson also said that he supports child labor in third world countries because it costs him less. These views and quotes have created many controversies for Wilson.
Peterson, Hayley. "Lululemon Has Entered Completely New Territory With A New Clothing Line." Business Insider. Business Insider, Inc, 18 Mar. 2014. Web. 11 Apr. 2014. .
Presently, the company has basic designs for hoodies and tops, the firm should develop unique designs and trends to attract more customers. In addition, the firm promises that their products are made up of durable material that can last up to 5 years. By having such promises the firm should provide warranty for their clothing products such as if the zipper of the hoodies break during the first year of purchase, the customers can visit their store and get the zipper fixed for free. Lululemon should co...
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
The act of consumption has been the primary means through which individuals in society participate and transform culture. Culture is not something already made which we consume; culture is what society creates through practices of everyday life and consumption involves the making of culture. When attempting to understand certain acts of consumption it is necessary to observe the relations involved in production and consumption. Through technological innovation, the fashion industry has been expanded to play a prominent role in consumers’ purchasing decisions and styles are becoming less difficult to obtain. With the expansion of department stores and shopping being viewed as a leisurely activity, this has continued to transform the act of fashion consumerism. The functional interests feature a rational attachment to clothing items. Symbolic benefits involve status and prestige to fulfill the achievement for positive self-esteem. Further benefits include a provided experience for the individual consumer and the created use of imagery and desire used to enrich one’s life.