with narrow target market problem‚ Lululemon can use their current capabilities and facilities to produce a new line of product which is a market that features fitness lifestyle‚ for example‚ tennis clothing‚ volley ball wear‚ golf wear‚ even casualwear for who are interested in breathable clothes. Lululemon can fabrics‚ labor and facilities that they already had to produce so the marginal cost will be low. There isn’t a need of new factories or equipment. Lululemon should keep on focusing on women
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addressed first. While Lululemon perceived and projected their employee relation to be excellent‚ the truth was far from what it looked. Stokes (2008) has illustrated that Lululemon’s business model was based on raising the level of health for their staff and community. But sadly the employees were stressed to maintain positive emotions and also they did not have the freedom to voice their concerns (Beninger et al 2014). Few employees and the brand ambassadors has described Lululemon to be hypocritical
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leadership beliefs that guide the socially responsible practices at Lululemon athletica. Lululemon athletica is a Canadian athletic apparel retailer‚ Inspired at designing athletic wear for both men and women who participate in a variety of sport such as yoga‚ running‚ mountain climbing and cycling. Like all organizations leadership beliefs contributed to the behavior and attitudes for their performance and success in the long run. LUlulemon has succeeded in developing both a brand and a culture of customers
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How Athleta will Defeat Lululemon: The Impact of Decision Making on Consumer Behavior in Women’s Athletic Apparel Today women’s athletic aparrel is both a highly profitable and competitive market. The $14.3 billion market is growing exponentially‚ about twice as fast as women’s clothing overall . The industry is also quite crowded. There are many companies and brands competing for the market share‚ including Lululemon‚ Athletica‚ Gap’s Athleta‚ and Lucy. Well known brands such as Nike‚ Under Armour
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Lululemon was founded by Chip Wilson who took a commercial yoga class in Vancouver and was immediately drawn in to the concept. After spending many years in the surf‚ skate‚ and snowboarding business‚ he found yoga was performed using cotton clothing and this seemed inappropriate because it neither removed sweat adequately nor did it allow for maximum flexibility. Given his passion and expertise in technical athletic fabrics‚ he began a movement in yoga clothing where he relied on feedback from yoga
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Product Features and Benefits Lululemon offers a comprehensive line of performance apparel and accessories for women‚ men and female youth. Their apparel assortment includes items such as fitness pants‚ shorts‚ tops and jackets that are designed for healthy lifestyle activities such as yoga‚ running and general fitness. Although Lululemon benefits from the growing number of people that participate in yoga‚ they believe the percentage of their products sold for other activities will continue
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LULULEMON CASE STUDY FEBURARY 9‚ 2013 Question # 1 SWOT Strengths: niche market leader‚ product technology‚ customer focused‚ quality‚ innovation‚ brand‚ corporate social responsibility‚ and sustainability Weaknesses: perceived female focus‚ Local centricity‚ price point‚ inventory‚ perceived as yoga only‚ distribution‚ and access to stores Opportunities: Product diversification‚ line expansion‚ accessories‚ leveraging perceived expertise‚ category leader‚ and expert Threats: Buyout
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Lululemon has stuck to its roots since the beginning and their beliefs correlate with the business being as successful as it is. They base their customer basis around the idea that they must build trust and loyalty between each other. Quality products and friendly service is two of the keys to lululemon’s success while sticking to the claim that their costumer become healthier and even make them live longer. While living up to that statement‚ lululemon has incorporated yoga and the yoga lifestyle
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stores outside North America • Increase awareness of the lululemon brand and apparel line • Incorporate next-generation fabrics and technologies in the company’s products to strengthen consumer association of the lululemon brand with technically advanced apparel products and enable lululemon to command higher prices for its apparel products compared to the prices of traditional athletic apparel • Broaden product line by designing lululemon products for a bigger range of athletic activities •
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Company profile Lululemon was founded in 1998‚ by Chip Wilson. After attending a yoga class‚ Wilson noted that the existing cotton clothing which people wear in yoga class was neither fitted nor appropriate for sweaty and stretchy yoga. He then spotted a gap between the increasingly popular sport and the unmet demand of yoga clothing. With a passion of making quality athletic clothing for women using technical athletic fabrics‚ Wilson started the company. The name of the company was chosen in a survey
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