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Lulelemon Atheltica
Alli James and Kelsey White
Who is Lululemon?
• Founded in Vancouver BC in 1998
• 113 stores in US and Canada
• “comfortable, high performance and fashionable athletic wear,” (Shennu)
• Luon fabric- fast wicking 87% nylon, 13% lycra
Target Market
• Yoga and athletic wear retailer
• Active men and women that live a holistic and healthy lifestyle
• Active in yoga, running, biking, or other exercise
Value Proposition
• Product and Community
• Apparel is functional, fashionable, and flattering
• Community building and partners with consumers to start grassroots movement
• http://www.lululemon.com/legacies/grassroots?sli=1
Traditional Strategy
• Events
• Community outreach
• Brand ambassadors
• http://www.youtube.com/watch?v=SmHw7rzl8Ps&feature=related
Digital Strategy
• Blog
• http://www.lululemon.com/community/blog/
Application
• Need to reach the mobile shopping market
• 58% of adults are likely to purchase something on their smart phone
• “new arrivals feature”
• Creating a lookbook
• Store locator feature
Benefits
• Drive sales
• Connecting to consumers more readily
• Increasing sense of community
Cost
• $12000- 30000
• Could be less to do in house
• Need a dynamic application
• Developing in house could also reduce cost in maintaining the application post launch
Opportunities
• Driving mobile business will become key
• Expansion of the application could link into the grassroots movements in stores and get others involved
• Easily accessible companies can help consumers quickly and adapt to the changing needs of their consumers
