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Information about LuluLemon

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  1. 1. lululemonathletica<br />Kirstin Lynn<br />
  2. 2. Overview<br />Chip Wilson – founder<br />June 2008 – Christine Day, C.E.O.<br />110 stores<br />Mission Statement: Creating components for people to live a longer, healthier, more fun life.<br />Vision: Elevating the world from mediocrity to greatness.<br />Core Values: Quality, Product, Integrity, Balance, Entrepreneurship, Greatness, Fun<br />Goals<br /><br />
  3. 3. Reputation<br />Positive<br />Premium product with strong points of differentiation<br />Represents health and women<br />Canadian<br />Positive environment<br />Environmentally friendly<br />High-quality clothing<br />Lots of variety to choose from<br />Unisex<br />Free shipping <br />
  4. 4. Reputation<br />Negative<br />Overpriced<br />Not enough in stock<br />Controversy with events<br />Sizes not large enough to fit everyone<br />
  5. 5. Media Audit<br />Seaweed controversy <br />- Seaweed fibre contained in the fabric of itsVitaSea garments which releases minerals and vitamins into the skin<br /> - Shares dropped $3.43, 9%<br />Olympic clothing controversy<br />- released a line of clothing named the "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition"<br />
  6. 6. Social Media<br />Facebook<br /> - active, involved<br /> - 303,790 likes<br /> - primarily positive comments<br />Twitter<br /> - massive reach<br /> - 69,001 followers<br /> - 18,863 tweets<br />Lululemon blog<br />Flickr<br />
  7. 7. Workplace<br />Code of conduct: At lululemonathletica, our core values are: Quality, Product, Integrity, Balance, Entrepreneurship, Fun and Greatness. When choosing manufacturers and vendors, we will work with people who have common values and operate using responsible business practices.<br /><ul><li>Environmentally friendly</li></ul> - grassroot actions<br /> - company actions<br /><ul><li>Child labour
  8. 8. LululemonIntegrity Line</li></li></ul><li>Shareholders<br />- Recently just announced to all shareholders that Lululemons board of directs have a approved for a two-for-one stock split of the companys common stock and an increase from 200,000,000 shares to 400,000,000 shares, still need shareholder approval<br /><ul><li>Annual shareholder meetings
  9. 9. All shareholder information on companys website</li></ul> - Up to date stock information<br /> - Stock owners guidelines<br /><ul><li>Strong cash flow all four quarters – not 4th quarter dependant</li></li></ul><li>Communicating with theCommunity<br />Yoga, pilates sponsorships<br />Goal setting runs<br />Host in-store events ranging from self-defense to goal-setting workshops to complimentary yoga classes held by community ambassadors<br />Charitable giving program<br /> - each individual store supports up to eight charities, chosen by the customers<br />
  10. 10. Crisis Management<br />Bag recall, December 2010<br /> - Bags were seen as a health hazard due to traces of lead being found in the material<br />C.E.O. Christine Day<br /> “We choose our partners carefully and the manufacturer of the shoppers is known for its green practices, and is co-operating fully with our review,” Day said in a news release.<br /> “While we conduct that review, we believe that from a long-term environmental perspective it is better to stop distributing these bags. Our guests will be provided with shoppers from other manufacturers that do not raise potential environmental concerns.”<br />
  11. 11. Public Analysis<br />Primary customers<br /> 32 year old female<br />Secondary customers<br /> 38-42 year old females<br />North American market<br />Individuals that work, play and share our vision of creating healthier, happier and more fun lives<br />Producers<br /> Factories in Canada, USA, Israel, China, Taiwan, Indonesia and India<br /> Recently increased from 5 to 22 top performing ‘A’ factories in the past 16 months (in labor, health and safety, and environmental performance criteria)<br />
  12. 12. Future Goals<br />Expand within the North American market (No interest in franchising yet) Hoping to have over 300 stores in the next two years<br />Build real estate pipeline for the future<br />Product Expansion<br />Build on e-commerce<br />Focus on execution & productivity of current store base<br />