Analysis Of Lululemon

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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

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