- DOI: 10.54097/hbem.v16i.10642
- Corpus ID: 261649680
Market Analysis of Lululemon: A Case Study in Sustainable, Ethical, and Social Marketing
- Liyuan Wang
- Published in Highlights in Business… 2 August 2023
- Business, Environmental Science
- Highlights in Business, Economics and Management
One Citation
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- Harvard Business School →
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- December 2010
- HBS Case Collection
Leadership, Culture, and Transition at lululemon
- Format: Multimedia
About The Author
Michael L. Tushman
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Please note you do not have access to teaching notes, lululemon athletica.
Publication date: 13 June 2017
Teaching notes
The case traces the development of Lululemon Athletica (Lulu) from founder Chip Wilson's first post-yoga euphoria in 1997 through the sale of all his shares in 2015. Officially founded in 1998, Lulu was built on the foundation of its “miracle” figure-enhancing yoga pants made from a proprietary stretch fiber. The case outlines Wilson's early experience in technical performance wear, which gave him the expertise needed to launch the Lululemon brand with its premium-priced, fashion-designed product line targeted at upscale women. The case also highlights the retailing and promotion approach that drove Lulu's first decade of success. The snapshot of how the Lulu brand cult was born and diffused provides the backdrop for assessing whether the brand has already hit its peak or whether it can sustain the explosive growth that effectively created the athleisure category. To aid in this determination, the case presents two competitors as comparative foils (Under Armour and Athleta) to contextualize Lulu's growth prospects.
The Lululemon case highlights the importance of the competitive frame of reference when positioning a brand and describes how this may differ for the three competitors. The case also allows for a discussion of the challenges of maintaining the congruence of a retail brand with a diverse product line. This struggle is unique to retailers who must fit ever-varied product assortments (not just a single product line) under the umbrella of a single brand proposition, and is particularly relevant to vertically integrated brands such as Lululemon.
- Consumer Marketing
- Customer Service
- Distribution Channels
- Marketing Communications
- Marketing Strategy
- Service Strategy
- Strategic Positioning
Tybout, A.M. (2017), "Lululemon Athletica", . https://doi.org/10.1108/case.kellogg.2021.000029
Kellogg School of Management
Copyright © 2017, The Kellogg School of Management at Northwestern University
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The case outlines Wilson's early experience in technical performance wear, which gave him the expertise needed to launch the Lululemon brand with its premium-priced, fashion-designed product line ...
The case traces the development of Lululemon Athletica (Lulu) from founder Chip Wilson's first post-yoga euphoria in 1997 through the sale of all his shares in 2015. Officially founded in 1998, Lulu was built on the foundation of its "miracle" figure-enhancing yoga pants made from a proprietary stretch fiber. The case outlines Wilson's early experience in technical performance wear, which gave ...
At a two-day "Dupe Swap" in Los Angeles, Lululemon offered attendees a free pair of their black 25" Align leggings if they turned in a knockoff. Confident in the quality of their products, Lululemon's event showed skeptical consumers why. there is a price difference between Lululemon branded leggings and the TikTok-famous dupes.
The Analysis of the Marketing Strategy of Lululemon Athletica. Ziyu Xu *. University of california, Davis, California, United States. *Corresponding author: [email protected]. Abstract. Nowadays ...
company. Lululemon cannot ignore the control of quality in the rapid development. Meanwhile, it should pay attention to the coordination of cost and price, which is beneficial to acquiring more potential customers and market shares. 2. Introduction Founded in Canada in 1998, Lululemon is an athletic lifestyle brand inspired by yoga.
May 1, 2014. 1. Introduction. Lululemon Athletica Inc. designs and retails athletic clothing. The Company produces fitness pants, shorts, tops and jackets for yoga, dance, running, and general fitness. Lululemon serves customers. globally through its online and 254 retail stores. Mission and Goals.
Lululemon Sample Case Analysis - Free download as PDF File (.pdf), Text File (.txt) or read online for free. Lululemon is an athletic apparel company based in Vancouver, Canada that produces premium quality yoga and athletic clothing. While the global economy was declining, Lululemon saw increasing financial gains and outperformed its industry ...
This paper provides a comprehensive market analysis of the Lululemon brand. The paper begins by introducing the background and development of Lululemon Company, including its positioning and strategies. It then discusses in detail Lululemon's competitive position in the market, as well as its strategies and practices in sustainability, ethics, and social marketing. The paper also analyzes ...
HowLululemonBuiltAthleisuresLeadingBrand-200706-094014.pdf - Free download as PDF File (.pdf), Text File (.txt) or read online for free.
Case #2 Lululemon Athletica Inc. - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. This case analyzes Lululemon athletica, Inc. in 2016 following issues with product quality in 2013 that damaged its brand image. The case identifies symptoms like declining sales per store and falling stock prices.
Virtually all of lululemon's employees, ambassadors, and guests participate in yoga and/or running, and the company's unique feedback collection methodologies ensure that the brand and culture are perpetuated. 2 lululemon lululemon athletica inc. Lululemon's vision is "To be a community hub to provide our guests with knowledge, tools ...
Highlights in Business, Economics and Management WTED 2023 Volume 16 (2023) 522 5. Analysis and Evaluation of Marketing Case Studies 5.1. Advantages and Success Factors of Lululemon
PDF | On Jan 1, 2021, Yuzhuo Diao published A Systematical Analysis Framework on Lululemon---- High-end Professional Brand Image and Close to life Promotion | Find, read and cite all the research ...
11 Peter Mithan, "lululemon Looks West for Expansion Opportunities," Business in Vancouver, April 20-26, 2004. 12 "Chip Wilson," National Post Business Magazine, December 2004. 13 lululemon website, "Franchising Q&A," December 15, 2005, accessed 12 July 2006.
Lululemon-case-study - Free download as Powerpoint Presentation (.ppt / .pptx), PDF File (.pdf), Text File (.txt) or view presentation slides online. This document summarizes a case study about the athletic apparel company Lululemon and some of the ethical issues it has faced. It provides background on Lululemon's founding, products, growth, and mission/values.
The case examines leadership and organizational change within a strong culture context through a multimedia study of lululemon, a specialty retailer of high-end athletic apparel. Video segments trace the company's history from its founding in 1998 as a single retail store in Vancouver, Canada, through its IPO and expansion across Canada and the ...
The Vancouver, Canada - based seller of high-priced athleisure wear products for both women and men — known for its stylish US$98 1 yoga pants — had brought in over $4.4 billion in sales in FY 2020, with 86 per cent of sales coming from the United States and Canada. Unsurprisingly, Wall Street was optimistic about Lululemon's future: the ...
PDF | On Jan 1, 2021, Zichen Qian and others published Brand Community Strategy of Lululemon: The Relation Between Brand Ambassador's Trust and Customer Engagement | Find, read and cite all the ...
The chairman and chief product designer of lululemon athletica is preparing to address an audience at an investor's conference. He describes lululemon's great success from 1998 to 2006 and analyses the growth opportunities it faces. This case helps students understand the concept of competitive advantage in relation to the functional and emotion marketing drivers. In addition, it underlines ...
Study Case Lululemon - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. Lululemon has achieved outstanding success due to its focus on customer value through high quality yoga clothing made from technical fabrics. Customers are willing to pay premium prices for Lululemon products because they perceive the products to deliver benefits beyond ...
Abstract. The case traces the development of Lululemon Athletica (Lulu) from founder Chip Wilson's first post-yoga euphoria in 1997 through the sale of all his shares in 2015. Officially founded in 1998, Lulu was built on the foundation of its "miracle" figure-enhancing yoga pants made from a proprietary stretch fiber.