Lululemon Essay

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Introduction
Sue Koenig is the owner of Joggers Universe, a retail store that sells high-end running shoes. Sue started Joggers Universe in 1987 when she was 24 years old. Being a nationally ranked runner herself, she has excellent knowledge in what runners and joggers want. When there was a “jogging boom” Sue’s business became very successful. Now Sue finds herself facing challenges and a decline in customers. She tried strategies like adding all different kinds of sport shoes to her store as well as fashionable sportswear in anticipation of attracting more customers resulting in a rise in sales. She noticed even after making this change that her sales had flattened. Her store is also suffering with the rise of competition. Now, Sue is trying
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Walmart. They may not carry a lot of brands, but they are competitive in pricing. Walmart is known for having cheap prices on their products. People with low income would turn to a store like Walmart to purchase their shoes instead of purchasing an expensive branded shoe from a sports store. They also carry fitness clothing at cheaper prices too.
3. Lululemon. Lululemon is extremely well known for their fashionable, high quality fitness apparel. Their apparel is used for fitness as well as for fashion and casual wear. Although it is extremely pricy, it is still popular. Sue would have a hard time to compete against their quality. People also purchase their clothing for their signature logo, so they have an advantage over Sue with their established brand.
4. Sportchek. Sportchek carries a large variety of brands of shoes, clothing, and sporting equipment. They carry the brands like Under Armour, Nike, Reebok, and North Face, etc. They have a huge selection in shoes and apparel. Sportchek would be competition to Sue since they carry a lot more brands and they have casual, fashionable, and fitness clothing. Since they also carry sporting equipment as well, they would have an advantage over Joggers Universe. It is a well-known sporting goods store so people are more likely to go to that store. People who are loyal brands other than Nike and Sue’s brand will lean towards going to

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