Brief History: Lululemon Athletica is an athletic apparel company that is yoga inspired. Founded by Dennis “Chip” Wilson in 1998, in Vancouver, Canada, Lululemon started out as a design studio by day and yoga studio by night. The original vision for the store was to create a place where people could get workout gear comfortable enough to sweat in and a place where people could learn and discuss the physical and mental aspects of healthy living. Not only did lululemon want to create and maintain real and positive relationships with their guests and customers, they also wanted to receive feedback on how their customers liked to sweat or workout, giving them insight on how to design the athletic apparel. During this process, Lululemon’s
…show more content…
The market for athletic apparel is also highly competitive. It’s important for the company to correctly identify product trends and fashions. All Lululemon products are strategically positioned and differentiated from competitors by using high-quality and technically advanced fabrics. Combining this fabric with function and style puts Lulu ahead of the game by appealing to women’s needs to look and feel beautiful and sexy while working out. Lulu positions itself by taking advantage of its points of differentiation, thus placing women front and center. One of the many benefits of Lulu is that it does not simply sell athletic apparel, it sells an experience and lifestyle combined with fashion to evoke a modern athletic life. Through unique positioning, Lululemon has managed to create a niche market within the fitness apparel industry by differentiating itself from their competitors by providing a product in the form of stylish, high-performance athletic apparel. This allows the company to cultivate the brand value based on how the product makes the consumers feel. Lululemon also differentiates itself by providing a community of health and wellness within each of its storefronts where the consumer can join in on outdoor fitness events, free yoga classes, and other activities that go along with the company’s mission of a healthy lifestyle. LULU has a distinct corporate culture. It follows certain …show more content…
Competition in the athletic apparel industry is based on brand image, recognition, product quality, style, distribution and price (10k, 4). Active wear industry giants such as Nike, Reebok, Under Armor, GAP and Adidas etc. pose a threat to Lululemon. All of these companies have a strong brand image and name, making them well-known unlike Lululemon Athletica. Not only that, but Lulu’s athletic apparel is not established in clothing retail stores like JCPenny or Macy’s, so they have competition with retail stores focused on women’s athletic apparel (10K,4). The rivalry among current competitors is strong. It becomes harder to develop new and unique products based on a small niche activity. New competitors are seeing the profit to be made in this market and are entering with the goal of creating new strategies to compete with Lululemon and take part in this market
The market for athletic apparel is also highly competitive. It’s important for the company to correctly identify product trends and fashions. All Lululemon products are strategically positioned and differentiated from competitors by using high-quality and technically advanced fabrics. Combining this fabric with function and style puts Lulu ahead of the game by appealing to women’s needs to look and feel beautiful and sexy while working out. Lulu positions itself by taking advantage of its points of differentiation, thus placing women front and center. One of the many benefits of Lulu is that it does not simply sell athletic apparel, it sells an experience and lifestyle combined with fashion to evoke a modern athletic life. Through unique positioning, Lululemon has managed to create a niche market within the fitness apparel industry by differentiating itself from their competitors by providing a product in the form of stylish, high-performance athletic apparel. This allows the company to cultivate the brand value based on how the product makes the consumers feel. Lululemon also differentiates itself by providing a community of health and wellness within each of its storefronts where the consumer can join in on outdoor fitness events, free yoga classes, and other activities that go along with the company’s mission of a healthy lifestyle. LULU has a distinct corporate culture. It follows certain …show more content…
Competition in the athletic apparel industry is based on brand image, recognition, product quality, style, distribution and price (10k, 4). Active wear industry giants such as Nike, Reebok, Under Armor, GAP and Adidas etc. pose a threat to Lululemon. All of these companies have a strong brand image and name, making them well-known unlike Lululemon Athletica. Not only that, but Lulu’s athletic apparel is not established in clothing retail stores like JCPenny or Macy’s, so they have competition with retail stores focused on women’s athletic apparel (10K,4). The rivalry among current competitors is strong. It becomes harder to develop new and unique products based on a small niche activity. New competitors are seeing the profit to be made in this market and are entering with the goal of creating new strategies to compete with Lululemon and take part in this market