SlideShare a Scribd company logo
Analysis of the brand
lululemon & its fashion
trends in sports world
What is
lululemon?
• lululemon is a technical athletic apparel company
for yoga, running & training
• 7 core values : quality , product , integrity, balance ,
entrepreneurship, greatness & fun
• Moto : create components for people to live long ,
healthy & fun lives
Objectives :
 To study & analysis the brand
lululemon & its fashion trends in
sports world
Lululemon marketing mix
Product
 Activewear & accessories
Price
 Premium
Promotion
 Social media
 Brand ambassadors
 Advertisements (print, online ,tv)
Placement
 In-store
 online
Market trends & Macro
Analysis
Health Consciousness
 Physical activity, organic foods etc
Casualization of fitness apparel
 Athleisure Market
Increased disposable income
 Increased apparel spending
Advance technology
 Apps, Online shopping, Fitness
technology
Low price alternatives
 Fitness product line extension
Target Market
Demographics:
• Primary: women
• Secondary: men
• Age 25-45
• Income : high
Psychographics:
• Lifestyle: Active , Outgoing& healthy
• Personality: Social, Extroverted& trendy
SWOT ANALYSIS
Strengths
• Unique designs
• Brand affinity
• Brand loyalty(lululemon cult)
Opportunities
• Focus on the male market
• Loyalty rewards program
• Expand product line
Weaknesses
• Viewed as yoga brand
instead of athleisure brand
• High price
• Size limitation
Threats
• Competition
• Industry trends
Strategic &
tactical issues
Competition
• Low price alternatives such as
Nike, under armor, adidas
Limited Products
• No footwear
Frequent product recalls
CONCLUSION
LULULEMON NEEDS TO REVISIT THEIR VALUE
PROPOSITION
EXPAND PRODUCT LINE
• PLUS SIZE LINE
• SNEAKERS & FOOTWEAR
• International expansion
Product placement
• Movies & tv shows
Create a loyalty reward program
• Add value for loyal customer
Celebrity endorsement
• Trending male sports player

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Lululemon athletica case study

  • 1. Analysis of the brand lululemon & its fashion trends in sports world
  • 2. What is lululemon? • lululemon is a technical athletic apparel company for yoga, running & training • 7 core values : quality , product , integrity, balance , entrepreneurship, greatness & fun • Moto : create components for people to live long , healthy & fun lives
  • 3. Objectives :  To study & analysis the brand lululemon & its fashion trends in sports world
  • 4. Lululemon marketing mix Product  Activewear & accessories Price  Premium Promotion  Social media  Brand ambassadors  Advertisements (print, online ,tv) Placement  In-store  online
  • 5. Market trends & Macro Analysis Health Consciousness  Physical activity, organic foods etc Casualization of fitness apparel  Athleisure Market Increased disposable income  Increased apparel spending Advance technology  Apps, Online shopping, Fitness technology Low price alternatives  Fitness product line extension
  • 6. Target Market Demographics: • Primary: women • Secondary: men • Age 25-45 • Income : high Psychographics: • Lifestyle: Active , Outgoing& healthy • Personality: Social, Extroverted& trendy
  • 7. SWOT ANALYSIS Strengths • Unique designs • Brand affinity • Brand loyalty(lululemon cult) Opportunities • Focus on the male market • Loyalty rewards program • Expand product line Weaknesses • Viewed as yoga brand instead of athleisure brand • High price • Size limitation Threats • Competition • Industry trends
  • 8. Strategic & tactical issues Competition • Low price alternatives such as Nike, under armor, adidas Limited Products • No footwear Frequent product recalls
  • 9. CONCLUSION LULULEMON NEEDS TO REVISIT THEIR VALUE PROPOSITION EXPAND PRODUCT LINE • PLUS SIZE LINE • SNEAKERS & FOOTWEAR • International expansion Product placement • Movies & tv shows Create a loyalty reward program • Add value for loyal customer Celebrity endorsement • Trending male sports player