Lululemon
1. The Introduction of Lululemon in Japan 1 THE INTRODUCTION OF LULULEMON ATHLETICA IN JAPAN The Introduction of Lululemon Athletica in Japan, An International Integrated Marketing Communications Plan By: Jill Bichner December 4, 2008 IMC 453, Fall 2008
2. The Introduction of Lululemon in Japan 2 Table of Contents: Cover Page 1 Table of Contents 2 Executive Summary 3-4 Situational Analysis/Competitive Climate 5-6 Cultural Issues for Product and Target Market 7-9 Marketing Objectives & Strategies 10 Tactics and Creative Executions 11-13 Plan Rational 14-15 Bibliography 16-17
3. The Introduction of Lululemon in Japan 3 Executive Summary Lululemon is an athletic apparel company that gears its merchandise towards yoga. Founded in Vancouver, the company aligns itself with many of the same values that yoga displays; balance, harmony and culture. Since is conception in 1998, Lululemon has grown to 80 locations and counting. Currently, Lululemon serves markets in the United States, Canada, Australia and China. What helps to make Lululemon successful is the growing demographic of people coined by sociologist Paul Ray as “cultural creatives.”(www.corporate.gaiam.com) This group is no longer obsessed with material things but rather they are on a quest to find deeper more meaningful lives. It is estimated that 50 million adults in the United States alone fits this description as well as 80-90 million adults in the European Union. At its very core, Lululemon is a company that shares these same thoughts. Its vision is to “elevate the world from mediocrity to greatness.” (www.lululemon.com) and the company’s intentions are to do this, through people. Lululemon believes in empowerment and personal responsibility. Lululemon is passionate about the planet, hence the organic clothing and yoga props line and finally, Lululemon is actively involved in each community that it holds a presence in. The growing interest in yoga is also a major factor to Lululemon’s success. . It is also
2. The Introduction of Lululemon in Japan 2 Table of Contents: Cover Page 1 Table of Contents 2 Executive Summary 3-4 Situational Analysis/Competitive Climate 5-6 Cultural Issues for Product and Target Market 7-9 Marketing Objectives & Strategies 10 Tactics and Creative Executions 11-13 Plan Rational 14-15 Bibliography 16-17
3. The Introduction of Lululemon in Japan 3 Executive Summary Lululemon is an athletic apparel company that gears its merchandise towards yoga. Founded in Vancouver, the company aligns itself with many of the same values that yoga displays; balance, harmony and culture. Since is conception in 1998, Lululemon has grown to 80 locations and counting. Currently, Lululemon serves markets in the United States, Canada, Australia and China. What helps to make Lululemon successful is the growing demographic of people coined by sociologist Paul Ray as “cultural creatives.”(www.corporate.gaiam.com) This group is no longer obsessed with material things but rather they are on a quest to find deeper more meaningful lives. It is estimated that 50 million adults in the United States alone fits this description as well as 80-90 million adults in the European Union. At its very core, Lululemon is a company that shares these same thoughts. Its vision is to “elevate the world from mediocrity to greatness.” (www.lululemon.com) and the company’s intentions are to do this, through people. Lululemon believes in empowerment and personal responsibility. Lululemon is passionate about the planet, hence the organic clothing and yoga props line and finally, Lululemon is actively involved in each community that it holds a presence in. The growing interest in yoga is also a major factor to Lululemon’s success. . It is also
Bibliography: 16-17 3. The Introduction of Lululemon in Japan 3 Executive Summary Lululemon is an athletic apparel company that gears its merchandise towards yoga. Founded in Vancouver, the company aligns itself with many of the same values that yoga displays; balance, harmony and culture. Since is conception in 1998, Lululemon has grown to 80 locations and counting. Currently, Lululemon serves markets in the United States, Canada, Australia and China. What helps to make Lululemon successful is the growing demographic of people coined by sociologist Paul Ray as “cultural creatives.”(www.corporate.gaiam.com) This group is no longer obsessed with material things but rather they are on a quest to find deeper more meaningful lives. It is estimated that 50 million adults in the United States alone fits this description as well as 80-90 million adults in the European Union. At its very core, Lululemon is a company that shares these same thoughts. Its vision is to “elevate the world from mediocrity to greatness.” (www.lululemon.com) and the company’s intentions are to do this, through people. Lululemon believes in empowerment and personal responsibility. Lululemon is passionate about the planet, hence the organic clothing and yoga props line and finally, Lululemon is actively involved in each community that it holds a presence in. The growing interest in yoga is also a major factor to Lululemon’s success. . It is also estimated that over 15 million people in the United States practice yoga. In Japan, interest in yoga has been growing in the 1970’s. (http://yoganiketan.jp/yogatherapy%20in%20japan.pdf0) It is estimated that 500,000 to 1 million people in Japan practice yoga. The opportunity for Lululemon to be successful in Japan