Marketing Strategy And Strategy Of Lululemon

Strategy of Lululemon

For broadening its market scale, Lululemon decides to open up the new market out of North America by setting new stores in Australia, Europe, and Asian. At the same time, Lululemon also pays more attention to its original business region and growing the stores in North America to increase its market share. For strengthening its competitiveness to other strong brand, the company plans to expand its product line to provide wider range of sport apparels of other athletic and fitness activities. For maintaining the upscale brand image, Lululemon incorporates the next generation fabrics and technologies, which strengthening the consumer association of the brand with technically advanced apparels. Comparing to other competitors, the company also set up the higher price for its products to establish the high class image. For promoting the brand, Lululemon operates showrooms to introduce the Lululemon brand and culture to the public, and develop a good relationship with fitness instructors. By gaining the implicit endorsement of the local fitness instructors, this will help to promote the products of Lululemon to the customers of their customers. Lululemon also make its special colours and seasonal items available in store with a short cycle. This will foster a sense of scarcity …show more content…
The company pays more attention to the yoga and fitness products. The company also strives for incorporating the advanced technologies in its products such using the next-generation fabrics. Besides, Lululemon spends a lot on brand-building activities such as hiring fitness instructors as the ambassadors and holding in-store yoga classes. Also, the products of Lululemon focuses on the quality and stylish with premium prices. However, the company is broaden its product line. Therefore, the company is transferring its generic strategy to a broad differentiation