Lululemon
TABLE OF CONTENTS EXECUTIVE SUMMARY 1 INTRODUCTION 2 CASE ANALYSIS 3 Five-force analysis 3 Competition 4 SWOT analysis 5 Value chain 5 Strategy 7 Financial and operating performance. 8 RECOMMENDATION 10 In term of strategy 10 In terms of management 10
EXECUTIVE SUMMARY
Lululemon Athletica Inc., founded by Dennis Chip Wilson, is a self-described yoga-inspired athletic apparel company, which produces a clothing line and runs international clothing stores from its company base in Vancouver, British Columbia, Canada.
Since 1998 when it was formed, Lululemon Athletica has performed as a niche market leader with a strong brand image and awareness among fitness professionals by distributing high quality products through a network of corporate-owned, customer-focused retail locations, constant dialogue and design feedback process. Recent success has sent Lululemon into a crucial growth phase that will define its future. It is vital that lululemon maintains its corporate ideals while growing its business. In order to successfully grow, Lululemon must continue to expand their product line and customer base. However, Lululemon’s most valuable asset is the set of customers that it has effectively segmented. Therefore, it must take special care to avoid compromising service and alienating current customers. By maintaining brand loyalty, lululemon will help mitigate issues of potential entry into their market. Further, it is imperative that lululemon expands their product line to the point that they can avoid fad potential. If lululemon can maintain their near-impeccable brand image while expanding, the sky is the limit.
INTRODUCTION
Lululemon Athletica was formed in 1998 with the mission: "Providing people with the components to love a longer, healthier, and more fun life" and the vision "for the store to be a community hub where people could learn and discuss a physical aspect of healthy living"
In terms of strategies, non - traditional
EXECUTIVE SUMMARY
Lululemon Athletica Inc., founded by Dennis Chip Wilson, is a self-described yoga-inspired athletic apparel company, which produces a clothing line and runs international clothing stores from its company base in Vancouver, British Columbia, Canada.
Since 1998 when it was formed, Lululemon Athletica has performed as a niche market leader with a strong brand image and awareness among fitness professionals by distributing high quality products through a network of corporate-owned, customer-focused retail locations, constant dialogue and design feedback process. Recent success has sent Lululemon into a crucial growth phase that will define its future. It is vital that lululemon maintains its corporate ideals while growing its business. In order to successfully grow, Lululemon must continue to expand their product line and customer base. However, Lululemon’s most valuable asset is the set of customers that it has effectively segmented. Therefore, it must take special care to avoid compromising service and alienating current customers. By maintaining brand loyalty, lululemon will help mitigate issues of potential entry into their market. Further, it is imperative that lululemon expands their product line to the point that they can avoid fad potential. If lululemon can maintain their near-impeccable brand image while expanding, the sky is the limit.
INTRODUCTION
Lululemon Athletica was formed in 1998 with the mission: "Providing people with the components to love a longer, healthier, and more fun life" and the vision "for the store to be a community hub where people could learn and discuss a physical aspect of healthy living"
In terms of strategies, non - traditional