Business Analysis: Lululemon Athletica

Improved Essays
One of the pivotal characteristics of a strong brand presence is the ability of the company to concoct an on-going and consistent marketing plan that builds credibility and trustworthiness of the company throughout all exchanges in the process (Luxton, Reid & Mavondo, 2015). The leading challenge for numerous companies is ensuring that the interactions with their customers portray a consistent message across multiple channels (Pophal, 2015). Lululemon Athletica, although not without its issues, has done an excellent job at providing a consistent message throughout its various marketing channels.
Lululemon keeps the focus of an active lifestyle at the forefront of its campaigns from the design of their webpage to the appearance of their emails

Related Documents

  • Improved Essays

    In today’s society a brands success is highly dependent on the advertisements they use to persuade someone. The creativity is highly important to persuade the viewers what the product is and how it’s better than its competitors. Jib Fowles “Advertisements Fifteen Basic Appeals” explains the approach of many types of appeals to get the viewers’ attention. Nike shoes advertisements have used these appeals for many years and continues to be successful. Throughout the years advertisements of Nike shoes have changed, but they stick with the appeals that consistently persuade and grab the attention of its viewers making it one of the top brands of the generation.…

    • 746 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Lululemon Athletica Inc., founded in Vancouver, Canada in 1988 by Chip Wilson is a yoga-inspired company which designs and retails technical athletic apparel. Their products are fitness tops, jackets, pants and shorts for yoga, dancing and running. They have worked primarily in Australia and North America; they initially focused on the women who were educated and had a healthy and dynamic lifestyle. The first store was opened in Kitsilano, British Columbia in 2000. The first store was created with the purpose of collaborating with the community, which helps people learn about a healthy life's mental and physical characteristics as well as selling yoga clothes.…

    • 277 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    Ferrell and Hartline (2014) define it as a strategic, coordination use of promotion to create one consistent message across multiple channels to ensure maximum persuasive impact on current (ME!) and prospective customers (p. 179). Now imagine, the task of the team in 1993 as opposed to the team in 2015. The differences in enhanced technology and readily available social media have shifted immensely to enhance the experience on both sides of the spectrum even though the basic principles are inherently still…

    • 438 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    The much loved sports retailer is now no longer a chain after it filed for bankruptcy on March 2, 2016. The last stores were open until May 18, 2016, until they hand to be shut down, and the company was closed for good. The spaces left by Sports Authority, are now being filled by its successor, Dick’s Sporting Goods, founded by Richard Stack in 1948. We will see if the replacement is as good as the original. Sports Authority was a sports retailer with its headquarters in Englewood, Colorado.…

    • 522 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    In the article “What We Are to Advertisers”, James B. Twitchell argues that “advertising is not just to brand parity objects but also to brand consumers” (182). Rosser Reeves, a skilled advertiser, tried to convince different groups of people that quarters had meaning and value. The consumer’s view of products is called positioning. The consumer must feel like the product they are buying has value and is better than competing products. I have had experience of witnessing many competing companies that are trying to convince buyers that they have the superior product.…

    • 785 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Myer Brand Equity Summary

    • 1149 Words
    • 5 Pages

    Brand-building is increasingly a collaborative effort not only related to brand marketers (Keller 2013). It is believed that customers are truly in charge of the brand, any new marketing strategies should be carried out from customers’ perspective. In other words, it is whether customers will accurately response to marketing activities and refresh their brand knowledge in the expected way that matters. For the future five years MYER’s brand management, proactive recommendations are designed to maintain and enhance MYER’s customer-based brand equity over time. 5.1 Consistency between CBBE and firm’s perception of brand equity To begin with, as it is mentioned in the inventory part, “finding wonderful” was one of the firm’s primary perception of brand equity meaning from 2014.…

    • 1149 Words
    • 5 Pages
    Great Essays
  • Great Essays

    And finally, promotion includes all of the ways in which consumers are made aware of a product, such as advertising, public relations, sales promotion, direct response, event marketing and sponsorship, and personal selling. (textbook) It is very important for the marketers of Lululemon to consider…

    • 1502 Words
    • 7 Pages
    Great Essays
  • Improved Essays

    The brand I chose for this assignment is Kirkland. Kirkland is a store brand of Costco. The Costco branding strategy is to maintain a great reputation for customer service, price, and to sell quality products. Therefore, Kirkland products satisfy the expectation and ideal for the product performance that leads to customer satisfaction (Chou, Y. (2010).…

    • 815 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    Vertical Analysis Of Nike

    • 2199 Words
    • 9 Pages

    ncome statement: In order to analysis the financial statement thoughtfully, we apply the horizontal analysis technique to find out the significant change in dollar amount and percentage grow rate. From the income statement vertical analysis below (table 1), we could compare a series of financial statement data over a period of time. Sales revenue increase by around 10% from 2013 to 2014. If excluding the currency change, revenue from NIKE Company’s continuing operations grew 11 % for the fiscal year 2014. From the table 2, it provide the revenue structure of NIKE.…

    • 2199 Words
    • 9 Pages
    Decent Essays
  • Improved Essays

    Nike is the leading brand for athletic apparel and footwear in the world. Nike’s core marketing strategy is to use the “pyramid of influence” approach. In that approach, Nike looks to small number of top athletes to promote the use of their product. In the early years, running legend and international track star, Steve Prefontaine, became the first spokesman.…

    • 899 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    The American clothing brand, Abercrombie & Fitch (A&F) is best known for its trendy and collegiate inspired accessories and casual wear targeted toward teens and young adults. The vision of Michael Jeffries, brought on as CEO in 1992, led A&F to become the uniform of preppy, conventionally attractive teenagers across America (Goldstein, 2014). However, in recent years the brand has suffered and the clothing retailer has lost popularity. Logos and Symbols Logos and symbols are often easily recognized and can be a valuable way to identify products (Keller, 2008, p. 156). The A&F logo, born in New Albany, Ohio utilized the Adobe Garamond Bold font as its logotype and in some brand scenarios it was shortened to A&F.…

    • 864 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    In the past, New Balance has fallen out of the spotlight in the athletic equipment world. The common idea that has overtaken most consumers is that New Balance is an unfashionable brand that is predominately made for the older generation, in other words, a “dad shoe.” The goal of this campaign is to rebuild the image of New Balance and to use the college market in doing so. Primary research methods such as interviews and surveys have been a useful tool in finding out why New Balance has fallen out of the limelight over the past few years. Survey and interview results provided the reasons as to why the college market has not been into the brand in the past.…

    • 808 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Public relations entails the process of managing how information is spread between organizations and the public (Holtz,1999) . It often involves an organization gaining exposure to the public through the use of topics of interest as well as news item which do not need direct payment . The aim of having a public relations strategy is to gradually persuade the prospective customers , members of the public , partners , employees , investors and the stakeholders to uphold a particular perception about the company’s leaderships , products and business decisions(Holtz,1999) . Nike Inc which is based in Oregon , United States , is the globe’s leading designer , marketer as well as distributor of…

    • 1425 Words
    • 6 Pages
    Great Essays
  • Decent Essays

    Ethics in Marketing – Importance, Scope and Concerns Marketing Ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Marketing ethics has influenced companies and their response is to market their products in a socially responsible way. The increasing trend of fare trade is an example of impact of marketing ethics. As stated by the Statement of Ethics of American Marketing Association, some ethical norms are - • Do not harm • Embrace ethical values such as honesty, responsibility, respect, fairness etc., • Foster trust in the marketing system No company is completely ethical or unethical, they might be ethical in one aspect and unethical in the other.…

    • 777 Words
    • 4 Pages
    Decent Essays
  • Improved Essays

    Introduction Lulu Hypermarket is the retail division of multinational Lulu Group International that has been known as a trendsetter of the retail industry. Today, Lulu symbolizes quality retailing with 117 stores and is immensely popular with the discerning shoppers across the Gulf region. Location Lulu Hypermarkets did not just dominate cities of the UAE but have become the most preferred shopping destinations in Oman, Qatar, Kuwait, Bahrain, Yemen, Egypt, Saudi Arabia and India. Assortment variety: Lulu Hypermarket provides a wide range of products under its roof to insure that its customers are having a great shopping experience with all their expectations and requirements met in one single store. The hypermarket provide a range of electronics…

    • 975 Words
    • 4 Pages
    Improved Essays