Lululemon Athletica Inc. Marketing
Autor: Max Jimenez • February 25, 2018 • Research Paper • 3,175 Words (13 Pages) • 432 Views
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Company Research
Company description
Lululemon Athletica Inc.[a] “is a yoga-inspired company with technical athletic products, that offers a line of apparel and accessories for women, men and female youth” (Lululemon Athletica Inc, n.d., p.1).
Lululemon was founded in 1998 in Vancouver’s Kisilano neighbourhood to support the yoga community of the location. It is currently operating at 1818 Cornwall Avenue, Vancouver, Canada. The company has 360 operated stores located in the United States, Canada, Australia, New Zealand, the United Kingdom, Singapore, Hong Kong, Germany and Puerto Rico (Reuters, 2017, p.2).
Lululemon’s core values are on “quality, product, integrity, balance, entrepreneurship, greatness and fun” (info.lululemon.com). Those values are clearly displayed in their free yoga classes where the company promotes positive thinking and healthiness. Lululemon’s fine line of clothes also represents its values. “Lululemon is not a luxury brand but neither is it extremely affordable. Lululemon’s strength and brand distinctiveness lies in how they’ve extracted, translated and embedded spirituality and other characteristics of yoga and the yoga communities into their branding” (The Lulu Life, 2013, p.2).[b]
Corporate Plan
Mission Statement: Lululemon’s mission statement reads as follows: “Creating components for people to live longer, healthier, fun lives” (McCracken, 2016, para. 10).
“It is interesting that Lululemon’s mission create components, not sell gear. There’s a big difference. Components might include active wear, water bottles, and yoga mats, but it might also include healthy living tips, running clubs, yoga classes, green juice recipes, detox programs, and books about meditation” (McCracken, 2016, para. 11). An example is its manifesto. This manifesto is a collection of positive phrases and buzzwords that promote a healthy outlook on life and the power of positivity. Figure 1 is an example of its motivational posters. [pic 7][pic 8]
[c]Vision Statement: “Our vision for our store was to create more than a place where people could get gear to sweat in, we wanted to create a community hub where people could learn and discuss the physical aspects of healthy living, mindfulness and living a life of possibility”. (info.lululemon.com).
From the way the company conducts and markets itself, it would be to have more people live their lives in a healthier, more active and positive manner, in accordance to its manifesto.
Objectives: Lululemon’s list of objectives are geared around positive market growth and expansion for the brand and are as follows:
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