4. 1
DUNAMÍS | Lulu Lemon X Athos
It goes without saying that yoga is predominately practiced by women in the West-
ern world; however, it may come as a surprise that yoga was created by men to help pre-
pare for battle dating back as far as the fifth century (Herbst, 2014). It is important to un-
derstand that yoga is not specifically a women’s sport although it most times is perceived
that way. The mental focus, flexibility, and body strength needed to hold yoga poses is just
as challenging, if not more, for men. Likewise, the garments needed for men to practice
yoga are simply not available and currently only 12% of Lulu Lemon’s sales come from
its menswear line (Herbst, 2014). Therefore, there is an obvious need for men’s yoga gar-
ments and a market of yogis that are yearning for garments that fit the male figure in addi-
tion to looking masculine while not compromising performance.
DUNAMÍS | Lulu Lemon X Athos is a capsule collection collaboration between
yoga wear tycoon, Lulu Lemon, and up and coming wearable technology apparel compa-
ny, Athos. DUNAMÍS, meaning strength and power in Greek, is a men’s yoga line that will
combine the quality, fit and aesthetic of Lulu Lemon while incorporating the revolutionary
technologies founded by Athos. First, it was important to target the male yoga demograph-
ic since it is a market that is rather non existent and in high demand. Next, it was crucial to
execute the men’s yoga collection in a masculine, modern and innovative way.
Enter Athos, a company focused on performance apparel that possesses the technol-
ogy to track and record breathing rate, muscle tone, heart rate, muscle effort and weight
loss. The Core, a small oval shaped device smaller than an index finger, possesses the
intelligence to collect biosignals and sends the feedback to the user’s mobile device via
Bluetooth technology (Athos). The user will only need to purchase one Core which fits
comfortably into any coordinating piece of gear. Athos’ gear provides several features that
helps prime the gear for optimal performance. The warp knit of the fabric provides stabili-
ty in addition to 4-way stretch which provides a full range of movement for activity. Also,
the fabric is sweat wicking which helps keep the body cool and dry (Athos). Not only will
Athos’ technology aid in providing a more beneficial workout but it also will make yoga
gear appear more appealing to men.
Since Lulu Lemon is currently experiencing financial issues, it seemed more logical
to collaborate with a company who already perfected their research regarding wearable
technology than to find funding and a team for Lulu Lemon’s own research. Athos recent-
ly secured $12.2 million in funding from venture capital firm DCM which includes Joe
Lacob, majority owner of the Golden State Warriors (Heitner, 2014). This large amount of
funding has made it possible for Athos to secure the launch of their first apparel line.
Leo, a 25-50 year old male who enjoys exercise to look and feel and feel his best, is
DUNAMÍS’ target customer. Leo is an athlete, a businessman, a coach, a personal trainer,
a dad and a young professional and makes an annual income of $100,000. He enjoys phys-
ical activity and likes to incorporate various forms of exercise which includes yoga. Leo
likes to look his best without appearing too stylish or trendy but definitely modern. He is
not afraid to sport a bold color or print as long as it is more subtle and in the details.
5. 2
To make the target customer feel more relatable and tangible, it was essential
DUNAMÍS presented a brand ambassador. Klay Thompson, shooting guard for the Golden
State Warriors, was the ideal candidate. Since Joe Lacob, majority owner of the Golden State
Warriors, is behind the funding of Athos, it seemed logical to use one of the team’s player as
the brand ambassador. Klay embodies the physique and physicality of a professional athlete
in addition to exemplifying the mental and physical qualities needed to perform yoga.
Competition wise, Lulu Lemon’s two biggest threats are Under Armour and Athleta.
(Please see Appendix I on page four for complete SWOT analysis.) Many other sportswear
companies are adding yoga gear to their inventory based on the rising demand. Athleta has
been one of the more aggressive and successful competitors, essentially mimicking Lulu
Lemon’s relationship with the yoga community and healthy lifestyle (Levisohn, 2014). Ath-
leta offers similar products at a lower price point in addition to larger sizes targeting a wider
demographic; however, Athleta’s main weakness is the fact that they do not carry any men’s
athletic gear. Also, Athleta possess a “copy cat” reputation due to the fact many of the gar-
ments silhouettes resemble those of Lulu Lemon in addition to strategically locating stores
within a mile of Lulu Lemon stores (Levisohn, 2014).
Under Armour presents a different kind of competition, perhaps a greater one, since
they already possess an established male clientele; however, they have a reputation of pro-
viding sports gear for contact sports such as football but not for non contact activities such
as yoga. Since they have such an established male customer base, Under Armour has been
launching campaigns with women athletes to attract the female customer (Levisohn, 2014).
DUNAMÍS’ marketing strategies will focus on four main categories: TV commercials,
magazine and website ads, social media and a brand ambassador. (Please see Appendix II on
page four for complete marketing plan.) Since men are avid technology users and prefer to
spend time one screens regarding sports, it was vital to advertise on outlets that men use ev-
ery day. ESPN is the number one location for all sports news which means it is the ideal spot
to advertise DUNAMÍS. TV commercials will air between sports news and games reaching
a male customer base that is more athletic (ESPN).
For magazine advertisements, DUNAMÍS reaches two different male customers. The
ads in GQ magazine target a more stylish conscious male while the ads in Wired magazine
target a more tech savvy consumer (Conde Nast). Since most people visit a variety of web-
sites in one session, it was more important to display smaller ads on more websites than
larger ads on less websites. DUNAMÍS plans to be featured on the pop up ads that are dis-
played on search engines such as Google.
As previously mentioned, Klay Thompson will be the official brand ambassador
of DUNAMÍS. Since this is a major and crucial role, he will be rewarded generously.
Even though it is an initial large investment to feature a professional athlete as the face of
DUNAMÍS, it will be beneficial in the long run since it will reach a larger demographic of
potential male customers.
6. 3
Lastly, social media is a vital component of any modern day marketing plan. Adver-
tisements on social media reach thousands, if not millions, of people a day. Since most so-
cial media sites are free to create a profile, there is a smaller amount of the budget dedicated
to social media. The funds designed for social media will go primarily to advertisements
posted on sites such as Facebook, Instagram and Twitter. Also, DUNAMÍS’ Twitter hashtag
will be featured on all of its ads in print and commercials to help create greater trending
statistics for DUNAMÍS.
Since Lulu Lemon does not sell its products in other retailers than its own, it is es-
sential to introduce DUNAMÍS to large retailers that already have a trusted reputation
and loyal customer base. The first retailer DUNAMÍS would be carried in is S.A. Elite by
Sports Authority. S.A. Elite is a branch of Sports Authority that provides higher end sport-
ing goods (Misonzhnik, 2010). Since DUNAMÍS’ target customer makes $100,000 a year,
he is able to afford more expensive athletic wear. He does not mind spending more money
for better quality garments that will help him improve his exercise regime. Also, S.A. Elite
has an established female yoga customer but not a men’s so it would be ideal if DUNAMÍS
was the only men’s yoga gear line carried by the retailer.
The second retailer that would carry DUNAMÍS is Macy’s. Macy’s is a trusted de-
partment store that ensures it customers great quality at an affordable price. Macy’s is
beginning to introduce sportswear into its inventory and DUNAMÍS is the perfection com-
bination between sportswear, quality, fit and modern technology (Petersen, 2013). Perhaps
the more sensitive, urban man would prefer to purchase their athletic wear while they are
shopping for their ready to wear garments which eliminates two separate shopping trips.
Also, not all men enjoy shopping for their clothes so it is necessary to carry DUNAMÍS in
a retailer where the majority of customers are women. Some men prefer if their wives or
girlfriends purchase their sport wears and Macy’s caters to that need.
Dick’s Sporting Goods is the final retailer that would carry DUNAMÍS. Dick’s fea-
tures gear for a wide variety of sports for both men and women but have yet to enter the
frontier of men’s yoga wear. Again, both men and women shop at Dick’s and it caters to the
more athletic customer. Also, Dick’s is located in more suburban areas which would appeal
to a more middle class customer base. It is necessary to reach both the high and middle
income brackets to ensure a broader demographic.
In conclusion, DUNAMÍS is the fusion between modern yoga gear and innovative
wearable technology. DUNAMÍS’ main goal is to reach a male audience via sports related
outlets and social media and stress the importance of not only exercising through yoga, but
exercising in a way that the user’s body gets the most of the workout. It is more beneficial
to adjust and improve a workout with feedback that is instant and accurate. DUNAMÍS is
a yoga gear line that is designed for men to help them feel comfortable and confident while
practicing yoga in addition to helping break the Westernized stigma that yoga is strictly for
women.
7. LULU LEMON
Strengths
-Known for quality
-Design aesthetic
-Trusted fit
Weaknesses
-Does not have an established male clientele
-Higher price point
-Negative publicity
Opportunities
-Male clientele
-Active wear for other sports/activities
(cycling)
-Wearable Technology
Threats
-Stigmas
-Financial issues
-Other yoga gear companies (Pure Balance)
ATHLETA
Strengths
-Carries up to a size 2X
-Lower price point
-Ready to wear garments
Weaknesses
-Copycat reputation
-Quality
-No men’s section
Opportunities
-Signature designs
-Male clientele
-Wearable technology
Threats
-Lulu Lemon’s clientele
-Fit and quality
-Reputation
UNDER ARMOUR
Strengths
-Established male clientele
-Quality products
-Trusted brand with loyal customers
Weaknesses
-Small yoga selection
-Contact sport reputation
-Minority brand
Opportunities
-Yoga products
-Wearable technology
-Non-contact sport client base
Threats
-Yoga brands expanding into other sports
-Companies such as Nike and Adidas
-Wearable technology
4
Marketing Plan
August 2015 September
2015
October 2015 November
2015
December
2015
January 2016 6 Month Total
TV
Commercials
$19,301
(ESPN)
$19,301
(ESPN)
$19,301
(ESPN)
$19,301
(ESPN)
$19,301
(ESPN)
$19,301
(ESPN)
$115,806
Magazine
Ads
$41,533 (GQ) $43,445
(Wired)
$41,533 (GQ) $43,445
(Wired)
$41,533 (GQ) $43,445
(Wired)
$254,934
Website Ads $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $120,000
Brand
Ambassador
$80,000 (Klay
Thompson)
$80,000 (Klay
Thompson)
$80,000 (Klay
Thompson)
$80,000 (Klay
Thompson)
$80,000 (Klay
Thompson)
$80,000 (Klay
Thompson)
$480,000
Social Media $5,832.66 $3,920.66 $5,832.66 $3,920.66 $5,832.66 $3,920.66 $29,259.96
Total $166,666.66 $166,666.66 $166,666.66 $166,666.66 $166,666.66 $166,666.66 $999,999.96
APPENDIX I - SWOT ANALYSIS
APPENDIX II - MARKETING PLAN
15. BIBLIOGRAPHY
Athos - Wearable Technology for Fitness. Retrieved November 5, 2014, from http://www.live-
athos.com/apparel/technology.
ESPN. Retrieved November 5, 2014 from http://espn.go.com.
GQ – Media Kit Print | Condé Nast. Retrieved November 5, 2014 from http://www.condenast.
com/brands/gq/media-kit/print/rates.
Heitner, D. (2014, August 12). Performance Apparel Brand ATHOS Secures $12.2 Million In
Series B Funding. Retrieved November 5, 2014, from http://www.forbes.com/sites/darrenheit-
ner/2014/08/12/performance-apparel-brand-athos-secures-12-2-million-in-series-b-funding/.
Herbst, S. (2014, October 17). Dude, Where’s My Mat? Meet the Guys Shattering Yoga’s
‘Housewife’ Stereotype. Retrieved November 5, 2014, from http://www.huffingtonpost.com/so-
phia-herbst/dude-wheres-my-mat-meet-t_b_5992860.html.
Levisohn, B. (2014, September 9). Lululemon: Uh Oh, Here Come Under Armour, Gap’s Athle-
ta. Retrieved November 5, 2014, from http://blogs.barrons.com/stockstowatchtoday/2014/09/09/
lululemon-uh-oh-here-come-under-armour-gaps-athleta/.
Misonzhnik, E. (2010, May 19). Sports Authority Ventures Into Elite Territory. Retrieved No-
vember 5, 2014, from http://nreionline.com/news/sports-authority-ventures-elite-territory.
Petersen, L. (2013, September 9). Macy’s Takes An Active Interest In Workout Clothes. Re-
trieved November 5, 2014, from http://www.mediapost.com/publications/article/208712/macys-
takes-an-active-interest-in-workout-clothes.html.
WIRED – Media Kit Print | Condé Nast. Retrieved November 5, 2014 from http://www.conde-
nast.com/brands/wired/media-kit/print/rates.
