Analysis Of Lululemon

explanatory Essay

868 words

Lululemon, a premium yoga-focused retail chain, serves two market segments. One segment consists of consumers who are characterized as “trendy urban” and the other segment consists of “wealthy” consumers. The “trendy urban” segment, in summary, is fashion oriented or active women who live in metropolitan areas. The “wealthy” market segment is affluent women who live in either urban or suburban areas. As discussed below, these two market segments are defined by differences in demographics, geography as well as behavioral and psychographic characteristics. Despite the differences in the two market segments, demographically there is an important similarity between the two market segments, both market segments focus on young adult females. Demographically, …show more content…

As this consumer group is very interconnected through their passion for fitness and yoga, they also have a shared passion for promoting a healthy, happy, active lifestyle. These consumers also heavily identify with the main point of Lululemon’s manifesto. Lululemon’s public declaration of its policy and aims consists of phrases such as: “The pursuit of happiness is the source of unhappiness”, “friends are more important than money”, and “sweat once a day to regenerate your skin.” (Lululemon Manifesto) Many of these “trendy urban” consumers would identify as a “yogi”, otherwise known as a, “person who is proficient in yoga.” (Google Definition) Their interests and values are consistent with Lululemon’s vision: “a place where people could get a sweat in, we wanted to create a community hub where people could learn and discuss the physical aspects of healthy living, mindfulness, and living a life of possibility.” (Lululemon …show more content…

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

In this essay, the author

Explains that lululemon, a premium yoga-focused retail chain, serves two market segments: trendy urban and wealthy consumers.
Explains that lululemon's core demographic profile for the apparel was females in the 23-34 age bracket. it has over 100% more pull within this age range than its nearest competitor.
Explains that the "trendy urban" market segment is typically located within metropolitan areas and caters to both "fashionistas" and active lifestyle consumers.

Explains that lululemon, a premium yoga-focused retail chain, serves two market segments: trendy urban and wealthy consumers.
Explains that lululemon's core demographic profile for the apparel was females in the 23-34 age bracket. it has over 100% more pull within this age range than its nearest competitor.
Explains that the "trendy urban" market segment is typically located within metropolitan areas and caters to both "fashionistas" and active lifestyle consumers.
Explains that the wealthy market consumer segment falls under both urban and suburban geographic locations. the main focus of these consumers is to find a geographic area that can provide luxurious and comfortable living conditions while offering an arrangement of areas to shop for high-end luxury goods.
Explains that consumers in the "trendy urban" market segment seek out a product that is comfortable yet dependable for yoga, or any other sporting activity that they pursue.
Explains that the "trendy urban" segment of consumers that lululemon serves leads a dynamic lifestyle that focuses on health and fitness mainly derived from yoga.
Explains that the "wealthy" consumer target market is generally affluent, which makes them more prone to spending money on clothing that is designed for many different purposes.

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Analysis of Lululemon Athletica Inc (LULU)
analytical essay
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.
In this essay, the author
- Explains that lululemon's first store was created as a place for people to gather to learn and share ideas about healthy living. as the company expanded, it shifted its focus to educating employees who could positively influence everyone who walked into the stores.
- Explains that lululemon produces various athletic attire for both men and women including exercise pants, sports tops, and running jackets.
- Explains that lululemon manufactures its products in many different countries, with different regulations on labor and other manufacturing-related costs.
- Explains that lululemon's first store was created as a place for people to gather to learn and share ideas about healthy living. as the company expanded, it shifted its focus to educating employees who could positively influence everyone who walked into the stores.
- Explains that lululemon produces various athletic attire for both men and women including exercise pants, sports tops, and running jackets.
- Explains that lululemon manufactures its products in many different countries, with different regulations on labor and other manufacturing-related costs.
- Explains that fashion and the popularity of exercise will always be a large external factor for lululemon. being fit and active is an important value of the culture.
- Explains that lululemon's target market is the women population of america, which is 50.8% according to the u.s. department of commerce.
- Explains that the population of 15 to 19 years old is 10,196, a 6.6% out of female population, and sports are an essential part of their life.
- Explains that the second target market of lululemon is the age range from 19 to 24. this segment can be seen mostly in college students who are busy with school but still want to maintain the effortlessly pretty look.
- Explains that lulu is designed to treasure women and always will.
- Opines that lululemon wants to offer the best to every woman out there, but the competition is strong.
- Explains that lululemon is flexible and responsive to the market trends and market needs and is confident to supply the customer with trendy items.
- Explains that lululemon is progressive in promoting its manifestos, which consist of a collage of inspirational quotes on how to live life.
- Explains that lululemon is known for taking pride in making sure every one of its customers is satisfied, with an employee basis of over 3,000 employees.
- Explains that lululemon's products are limited, with less than 140 locations in the united states, and a narrower selection of sizes.
- Opines that lululemon is a company many people should be excited about; the world of sports apparel industry is expected to increase tremendously within the next few decades.
- Explains that the world of sports is highly competitive with many brands competing, making it one of the hardest industries to break through. lululemon has to constantly change with trends, while making sure people are more conscious about their money.
- Describes lululemon's paddy pac as a sports bra that promotes "healthy and positive living" and explains that the product is not like anything else on the market.
- Cites employment and training administration's "high growth industry profileretail". united states department of labor, 27 mar. 2004.
- Explains that "lunch-hour parties ticket to wellness." business insurance 20 may 2013. business insights: essentials. web.
- Analyzes the population of the united states, based on 300.000 indicators from 196 countries.
- Analyzes the pittsburgh post-gazette's article "shaping up in style: fashionable fitness apparel." business insights: essentials.
- Explains that "world's most valuable apparel brands, 2013." business rankings annual. ed. deborah j. draper.
- Analyzes bruce's "hey, data data -- swing!" on espn internet ventures.
- Explains that age and sex are factors in the united states' composition.
- Opines that when it comes to sport, kids think they can dance. the sydney morning herald.
- Explains sbrnet | sport business research network.
- Explains barnes pm, schoenborn ca. physical activity among adults: united states, 2000. advance data from vital and health statistic; no. 333.
- Analyzes kilpatrick, marcus, hebert, and bartholomew's study on college students' motivation for physical activity. journal of american college health 54 (2005): 92.
2618 words
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Competitive Strategy Of Lululemon
explanatory essay
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
In this essay, the author
- Explains that lululemon athletica, inc. utilizes a broad differentiation strategy because its target market is broad and its product line is varied.
- Explains that lululemon's competitive strategy is broad differentiation due to the company expanding its target market and product line.
- Explains lululemon's emphasis on continuous product innovation to maintain its competitive advantage is a characteristic of its broad differentiation competitive strategy.
- Explains that lululemon athletica, inc. utilizes a broad differentiation strategy because its target market is broad and its product line is varied.
- Explains that lululemon's competitive strategy is broad differentiation due to the company expanding its target market and product line.
- Explains lululemon's emphasis on continuous product innovation to maintain its competitive advantage is a characteristic of its broad differentiation competitive strategy.
- Explains lululemon's competitive strategy is broad differentiation as it utilizes community-based marketing and a personalized service at its retail stores that distinguish it from competitors.
- Explains that the return on assets for lululemon athletica in 2013 was about 22%, meaning every dollar invested in the company generated 22 cents in profit.
812 words
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Abercrombie and Fitch and the Moral Degradation of America
opinion essay
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...
In this essay, the author
- Describes their visit to abercrombie and fitch, a popular teenage/college student retail store.
- Narrates how they found "tomboy flare" and "wide leg tomgirl" in piles and racks, but none of them. they left the store empty handed, dissatisfied and disgusted.
- Analyzes how abercrombie and fitch sells a retail "magazine" instead of sending out free catalogs of merchandise to customers for the small fee of five dollars per issue.
- Describes their visit to abercrombie and fitch, a popular teenage/college student retail store.
- Narrates how they found "tomboy flare" and "wide leg tomgirl" in piles and racks, but none of them. they left the store empty handed, dissatisfied and disgusted.
- Analyzes how abercrombie and fitch sells a retail "magazine" instead of sending out free catalogs of merchandise to customers for the small fee of five dollars per issue.
- Explains that the article that brought a&f national attention was about a game entitled "drinking 101".
- Opines that a&f has a strong influence over the lives of young adults. when they published articles that promoted drinking, they were aware that at least 85% of the people who shop in their store are underage.
- Analyzes how a&f supports underage drinking and urges college students to raise their level of drinking to a higher level. they regard the inexpensive but equally harmful "beer binge" as elementary and immature.
- Analyzes how a&f encourages underage drinkers to be "more than your average drinker." this potentially dangerous "lifestyle" leads young adults to believe up-scale alcohol and overpriced clothes will put them a level above the average person.
- Argues that drinking is a part of the lifestyle a&f is advertising. too many young people could care less themselves by buying clothes with the right name, getting that look of indifference down just right, drinking because it makes them accepted by others.
- Opines that a&f is insulting young people by giving them what they want -- hip clothes and quick ways to get drunk.
- Opines that young people need to be themselves and believe in themselves, instead of mindlessly following a crowd led by an a&f store.
- Opines that they value their own individual choice to wear whatever they want, regardless of where they shop.
- Opines that abercrombie and fitch has forgotten the individuality of the word "lifestyle" in their desperate attempt to sell their products.
1912 words
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Clothing Store: Urban Outfitters INC
analytical essay
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.
In this essay, the author
- Explains that urban outfitters inc. has produced a wide selection of clothing brands for the younger generation since the 1970's.
- Explains that richard hayne, the founder of urban outfitters inc., supported anti-gay activist rick santorum's political campaign. his wife, margret, would be the only minority on the board.
- Explains that a source claimed that these exterminators came some months and didn’t in others.
- Explains that urban outfitters inc. has produced a wide selection of clothing brands for the younger generation since the 1970's.
- Explains that richard hayne, the founder of urban outfitters inc., supported anti-gay activist rick santorum's political campaign. his wife, margret, would be the only minority on the board.
- Explains that a source claimed that these exterminators came some months and didn’t in others.
- Analyzes how urban outfitters crosses the line on what is acceptable and what not. in january of this year, they released shirts that expressed eating disorders.
- Explains that the navajo nation sued urban outfitters for using their designs on their underwear and liquor flasks.
985 words
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Abercrombie And Fitch Case Analysis
analytical essay
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
In this essay, the author
- Analyzes how abercrombie & fitch's mistreatment of its employees led to a high-profile lawsuit over its "look policy." reed marcy, an attorney representing plaintiffs, described the situation as discriminatory and illegal.
- Explains that abercrombie & fitch's focus on their image is affecting their revenue and product quality.
- Analyzes how abercrombie & fitch's mistreatment of its employees led to a high-profile lawsuit over its "look policy." reed marcy, an attorney representing plaintiffs, described the situation as discriminatory and illegal.
- Explains that abercrombie & fitch's focus on their image is affecting their revenue and product quality.
405 words
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A Unique Cult
analytical essay
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.
In this essay, the author
- Explains that the current consumer culture is taking the word "unique" out of the country by creating false images for teenagers and cities to fulfill.
- Explains that cults and consumer culture, also known as consumerism, have become prevalent topics in today's society.
- Analyzes how kalle lasn's essay, "the cult you're in", describes how consumers are turning the public into a cult. most people want wealth, power, fame, sex, and exciting recreational opportunities.
- Explains that the current consumer culture is taking the word "unique" out of the country by creating false images for teenagers and cities to fulfill.
- Explains that cults and consumer culture, also known as consumerism, have become prevalent topics in today's society.
- Analyzes how kalle lasn's essay, "the cult you're in", describes how consumers are turning the public into a cult. most people want wealth, power, fame, sex, and exciting recreational opportunities.
- Analyzes how the world is becoming a cult. each generation has their model and style, and advertising is pushing the look for us all to buy.
- Explains that the bandwagon effect is the most largely used advertising technique, followed by the use of models and celebrities.
- Explains that the number of teenage suicides has been steadily increasing each year as teens try to fulfill an impossible celebrity image. the current consumer culture is energizing this hurt
- Opines that the world has become sad when material possessions are more important than the qualities a person possesses.
- Explains that the most susceptible age group to consumers and advertisers is the age bracket of 18-34 years old, but companies must spend more money to reach them.
- Explains that consumer companies are targeting younger children to gain loyalty from them and their parents alike. education has been a primary concern throughout our nation.
- Opines that commercially sponsored activities in preschools represent a school's endorsement of product and makes them think that the product is good for them.
- Explains that consumer culture is helping to improve the cleanliness of many major cities such as new york and washington, d.c.
- Analyzes how new york's craziness and unpredictability of every street corner is being controlled by a few corporations.
- Argues that it is the right of the citizens of new york city not to be forced out of their heritage and values by some large corporation.
- Argues that the current consumer culture works for its own profit and gain and not for the well-being of its consumers. corporate companies are in no way helping the people of this nation.
- Cites connor, john, garcia, michelle, and lasn, kalle. "the cult you're in."
2480 words
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Porter's Five Forces Analysis Of Under Armor
opinion essay
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...
In this essay, the author
- Explains that under armor is a leading developer and distributor of athletic gear. porter's five forces will aid in understanding what the company will face and potentially overcome moving forward.
- Opines that under armor must continue to improve their product and adapt to the needs of their market in order to stay ahead of the competition.
- Opines that under armor should consider a more affordable line that could appeal to the general public, but not risk the credibility of their premier products.
- Explains that under armor is a leading developer and distributor of athletic gear. porter's five forces will aid in understanding what the company will face and potentially overcome moving forward.
- Opines that under armor must continue to improve their product and adapt to the needs of their market in order to stay ahead of the competition.
- Opines that under armor should consider a more affordable line that could appeal to the general public, but not risk the credibility of their premier products.
- Analyzes how under armor has made its mark in an industry that is becoming more and more competitive.
- Explains that their swot analysis of under armor will provide insights to what the company will need to focus on to continue success with their growing business.
- Explains that under armor has developed marketing strategies that have proved successful and will continue to contribute to the company's growth.
- Explains that under armor has seen a steady increase in revenue from 2009 to 2012, which can be credited to expansions, increased marketing, and product innovation.
- Explains that 70 percent of under armor's net revenues were generated from sales to retailers in 2011-2012. this puts bargaining leverage in the hands of consumers.
- Explains that competitors in the sports and athletic apparel industry will constantly be trying to gain the competitive advantage of the market. under armor is considered a premium brand and therefore more expensive than other options.
- Opines that under armor could maintain control of the industry by developing a similar product that could be sold at an affordable price.
1170 words
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Levi's Advertising: Bring America Back to the Americans
analytical essay
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.
In this essay, the author
- Explains that people worry about self-identity, and how to express who they are. clothing is often sold as something more than just clothes.
- Explains that levi's jeans are synonymous with being american, being created by americans, and worn by people of all status and type. guess focuses more on the style than the use of jeans.
- Analyzes how levi's uses a very specific type of marketing to sell its jeans. they aren't selling the strongest jeans, cheapest, or coolest, but an attitude.
- Explains that people worry about self-identity, and how to express who they are. clothing is often sold as something more than just clothes.
- Explains that levi's jeans are synonymous with being american, being created by americans, and worn by people of all status and type. guess focuses more on the style than the use of jeans.
- Analyzes how levi's uses a very specific type of marketing to sell its jeans. they aren't selling the strongest jeans, cheapest, or coolest, but an attitude.
- Compares levi's' 'live unbuttoned' campaign with guess', which focuses on the negative aspects of the current society.
- Analyzes how levi's focuses on selling an entire lifestyle to resonate with the current attitude of americans towards overbearing and destructive corporations. levi’s pants represent the fight for freedom and nonconformity.
1151 words
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What Is Under Armour Marketing Strategy
explanatory essay
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
In this essay, the author
- Explains that under armour is an american accessories and sports clothing brand. they are now front runners with nike and adidas in the respective fields.
- Explains that under armour's new marketing scheme called "under armor green" was created in response to social pressures to become eco-friendly.
- Explains that under armour have done exceptionally well with their marketing decisions in the technological environment.
- Explains that under armour is an american accessories and sports clothing brand. they are now front runners with nike and adidas in the respective fields.
- Explains that under armour's new marketing scheme called "under armor green" was created in response to social pressures to become eco-friendly.
- Explains that under armour have done exceptionally well with their marketing decisions in the technological environment.
- Explains that under armours has requested that employees and suppliers adhere to their "code", which states that there will be no participation in child labor or forced labor and that they have fair wages, reasonable working hours and a safe working environment.
- Explains that under armours' segmentation begins with the age of their customers. they have created accessories and sport clothing to entice each age group.
- Explains that under armour divides the market into both genders, male and female, by creating fashionable colors for the merchandise produced for females. the third segmentation stage is the diverse uses consumers have for their products.
- Opines that under armour's core benefit to the consumer is that while wearing the sports apparel you left with a feeling of confidence, whether during activity or casual wear.
- Opines that under armour's stance against child labor and fair trade policy appeals to the general public, which makes the brand a preferred brand to its competitors.
900 words
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Lululemon: The Retail Industry: Chip Wilson
analytical essay
...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.
In this essay, the author
- Explains that the retail industry is continuously growing. there are many successful companies and entrepreneurs in this industry. dennis wilson is one of them.
- Explains dennis j. wilson is a canadian entrepreneur and philanthropist. he was born on march 3rd, 1956, in vancouver, british columbia.
- Explains that wilson started many retail companies, foundations, and programs, including lululemon athletica, which became the leading brand in yoga apparel.
- Explains that the retail industry is continuously growing. there are many successful companies and entrepreneurs in this industry. dennis wilson is one of them.
- Explains dennis j. wilson is a canadian entrepreneur and philanthropist. he was born on march 3rd, 1956, in vancouver, british columbia.
- Explains that wilson started many retail companies, foundations, and programs, including lululemon athletica, which became the leading brand in yoga apparel.
- Explains how wilson was successful because of his timing and location choice. lululemon stores are located near yoga clubs, which promotes the products to the target group.
- Analyzes how wilson had self-motivation and innovation skills. he created a new addition to the retail industry and was able to stay on top of it.
- Analyzes how wilson finds a way to end up in controversy. he is honest and upfront, but sometimes this leads him to trouble. wilson's views have aggravated many women, rights activists and other organizations.
- Explains how dennis wilson's entrepreneurial skills have helped him become the 11th richest man in canada and make his company the largest yoga clothing company.
703 words
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Analysis of Lululemon Athletica
explanatory essay
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. .
In this essay, the author
- Explains that lululemon transformed the way people dress to workout through innovative products and technical athletic fabrics. they opened their 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.
- Explains that the specialty retail and athletic apparel industry lululemon is a part of is very competitive. however, the company has experienced hardships due to their luon yoga pant line and the fabric being see-through.
- Analyzes lululemon's strength and value for investment by looking at qualitative aspects, such as its change in management, specialty retail industry, unique company strategy, and legal issues.
- Explains that lululemon transformed the way people dress to workout through innovative products and technical athletic fabrics. they opened their 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.
- Explains that the specialty retail and athletic apparel industry lululemon is a part of is very competitive. however, the company has experienced hardships due to their luon yoga pant line and the fabric being see-through.
- Analyzes lululemon's strength and value for investment by looking at qualitative aspects, such as its change in management, specialty retail industry, unique company strategy, and legal issues.
- Explains that lululemon athletica is a designer and retailer of athletic apparel. the company operates company-owned stores in us, canada, australia, and new zealand.
- Explains that chip wilson and christine day resigned from lululemon in 2013. laurent potdevin, the former president of toms shoes, was announced as the new ceo.
- Explains that potdevin is committed to good quality, has a background in athletic apparel, is socially conscious, and has experience with luxury products.
- Explains that potdevin is working to build a strong, cohesive, dedicated, passionate, and levelheaded management team for lululemon. his past experience and plans for the company's future demonstrate that he is the perfect hire.
- Explains that the specialty retail and athletic apparel industry is highly competitive with many competitors seeking to gain an advantage in price, quality, and brand. consumer preferences in relation to fashion trends are constantly changing.
- Opines that lululemon's top competitors are adidas, the gap, and nike who offer similar active wear products.
- Opines that lululemon is not capitalizing on incorporating technology into its brand. nike’s fuelband has been a huge success for the company.
- Explains that lululemon launched a new line of casual clothes for outside the yoga studio called '&go' as the company searches to enter untapped markets.
- Explains that lululemon's mission is to create components for people to live longer, healthier, and more fun lives. they partner with local entrepreneurs and athletes who are passionate about inspiring their communities.
- Explains that lululemon implements three strategic sales programs: wholesale, yoga hard goods, and team sales. the wholesale program selects leading fitness and yoga studios and works with them to provide guests with technical gear.
- Explains that lululemon strives to use healthy business practices to reinforce their success. they must maintain innovative products and customer brand loyalty to thrive in the small, faddish market of the retail industry.
- Explains that investors filed a class action lawsuit against lululemon for allegedly making ‘false and misleading statements’ to conceal the costs associated with its see-through yoga pants.
- Explains that many hearings have been held to hear the investors' case, and draft decisions dismissed regarding the lawsuit. no final decision has been made, but rulings and shareholders' lawyers' objections will be reviewed.
- Explains that lululemon projected lower-than-expected full-year results, but investors were comforted by its focus on attracting and retaining loyal customers.
- Explains that revenue is the amount of money that a company actually receives during the period. it is calculated by multiplying the price at which goods are sold by the number of units or amount sold.
- Explains that lululemon's sales over the past three fiscal years in millions of dollars are: 712 (2011), 1,001 (2012), and 1,370 (2013). a steady increase in revenue in the trend analysis indicates that the company is improving its ability to generate profits.
- Explains the current ratio, also known as 'liquidity ratio', which measures a company's ability to pay short-term obligations. a ratio under 1 indicates that the company is not in good financial health.
- Explains that lululemon's current ratio has grown at a rate of 0.18 over the past 5 years. nike, adidas, and gap are among its most relevant competitors.
- Explains that comps is an important factor for potential investors in the retail industry. it can help investors determine which portion of new sales has come from sales growth and what portion from opening new stores.
- Explains that lulu's comparable same-store sales number in figure 1 shows decreasing comp value from the beginning of 2013 to the end with a percentage change from around 8% to -3%.
- Explains the price-to-earnings ratio of a company's current share price compared to its per-share earnings, which shows how much investors are willing to pay per dollar of earnings.
- Explains that lululemon has a higher p/e ratio of 26.90 compared to its competitors, adidas, gap, and nike, which have higher earnings growth in the future.
- Opines that investing in lululemon would be a long-term growth investment, specifically for someone willing to make short term, high-risk investment.
- Explains that lululemon is currently experiencing growth on a worldwide scale. they are beginning to expand overseas to europe and beyond that into creating solely standalone men's stores in the united states.
- Opines that lululemon stands as a stable, profitable company demonstrating high performance. potdevin’s release of the new product line has increased comparable same-store sales numbers, but it is unsure whether or not numbers will increase significantly.
- Opines that lululemon's steady financials and commendable ratios give hope that the company will have increasing success in the future.
- Analyzes how lululemon ceo laurent potdevin is the perfect hire.
- Explains that lululemon has entered completely new territory with a new clothing line.
- Analyzes how lululemon prevails in lawsuits over yoga pants recall.
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Marketing Mix on Company Lululemon
opinion essay
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...
In this essay, the author
- Opines that lululemon should increase their brand awareness and differentiate their products from strong competitors such as nike and adidas.
- Opines that lululemon should develop unique designs and trends to attract more customers. they also recommend reusable shopping bags and price tags.
- Argues that lululemon should maintain its positioning strategy because they should not compromise on their quality and price as is well suited to their target market. the corporation should expand their product line by adding clothing apparel for swimming, ballet and dancing.
- Opines that lululemon should increase their brand awareness and differentiate their products from strong competitors such as nike and adidas.
- Opines that lululemon should develop unique designs and trends to attract more customers. they also recommend reusable shopping bags and price tags.
- Argues that lululemon should maintain its positioning strategy because they should not compromise on their quality and price as is well suited to their target market. the corporation should expand their product line by adding clothing apparel for swimming, ballet and dancing.
- Opines that lululemon should continue to follow high pricing and high quality strategy but should offer new value added features to make the prices justifiable to their target market.
- Recommends lululemon increase their integrated marketing communications by having advertisements on sports channel, fitness magazines, and posters in athletes club.
- Recommends that the corporation should have a member card for their loyal customers that offers 10% to 20% discount on each purchase they make.
- Opines that the company should advertise on social media channels such as youtube and facebook to target more customers, and sponsor health and fitness events to build brand image.
- Explains that lululemon's stores are located in downtown areas of the city where they can target upper middle class people. franchise stores allow customers who are out of their shipping range to avail full benefits without worrying about the quality of product.
- Explains that lululemon follows dual distribution by distributing their products through more than one channel such as physical and online stores, which helps the firm to maximize their coverage in the marketplace.
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Nike Marketing Goals Essay
explanatory essay
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
In this essay, the author
- Explains that nike's marketing goals are to increase customer retention, increase ecommerce sales, and increase community involvement.
- Explains nike's marketing strategy for fashion forward women, young athletes, and runners. nike needs to increase advertising and introduce the #betterforit social media campaign.
- Opines that nike excels with the young athlete target market, but this market has potential for growth.
- Explains that nike's marketing goals are to increase customer retention, increase ecommerce sales, and increase community involvement.
- Explains nike's marketing strategy for fashion forward women, young athletes, and runners. nike needs to increase advertising and introduce the #betterforit social media campaign.
- Opines that nike excels with the young athlete target market, but this market has potential for growth.
- Opines that nike needs to showcase its differentiating elements of the company as runners are brand loyal customers. the second focus for this market is to increase nike's presence in specialty running stores.
- Explains that nike created four tactics to help accomplish their strategies: sponsor famous spouses, increase sponsorships with underprivileged schools/communities, and the brand new level up! program.
- Explains how nike's spousal sponsorship process would be able to enroll different spouses within eight weeks. the luxury of measuring ecommerce sales is that data can easily be found through analytic and sales reports.
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Importance Of Fashion Consumerism
analytical essay
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.
In this essay, the author
- Explains that the act of consumption has been the primary means through which individuals in society participate and transform culture.
- Analyzes how consumers' emotional involvement in self-presentation exploits a relationship between social class functions and modes of consumption that are relevant to society today. fashion can be conceptualized by an embodiment of objectified and materialistic capitals.
- Analyzes how the attraction of fashion takes on a role of socially-constructed emotions. fashion determines the modes of dressing, and becomes translated into the everyday dressing styles that consumers adapt.
- Explains that the act of consumption has been the primary means through which individuals in society participate and transform culture.
- Analyzes how consumers' emotional involvement in self-presentation exploits a relationship between social class functions and modes of consumption that are relevant to society today. fashion can be conceptualized by an embodiment of objectified and materialistic capitals.
- Analyzes how the attraction of fashion takes on a role of socially-constructed emotions. fashion determines the modes of dressing, and becomes translated into the everyday dressing styles that consumers adapt.
- Explains that social patterning of fashion consumption is guided by complex sets of connected social relations. it is crucial to observe the relationship between different tastes and practices and the different social and economic conditions that drive their existence.
- Explains that acceptance of superior taste has been legitimized by dominant groups who hold societal power and advantageous lifestyles. marginalized groups can use taste and fashion to obtain more social capital for themselves.
- Explains that emotional attachments gained through fashion sense are borne out of evaluative judgments that people make about how well they and others are being treated, and further if they have access to things they consider to affect their happiness.
- Explains that fashion is a way to further analyse gender expectations that can lead to scrutiny and criticisms of physical appearances. young-adult female consumers are the most attractive targets for the fashion industry.
- Argues that women are encouraged to maintain themselves within a spotlight of visibility which affects their feminine subjectivity. consumption practices of fashion explain culturally institutionalized meaning and practices
- Explains that consumer goods have a significance that goes beyond their utilitarian character and commercial value. modes of consumption become markers of social and cultural differences.
- Explains that the fashion industry is embedded in our culture and passed down through capitalistic values. adaption of certain styles is a constant battle of attempting to mimic the norm while expressing individual preference and uniqueness.
1225 words
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