Lululemon Market Research Essay - 1068 Words

Marketing 111 – Major Project 5. The Target Consumer †¢ Demographics Lululemon’s primary target customer is a sophisticated and educated woman who understands the importance of an active, healthy lifestyle. She is increasingly tasked with the dual responsibilities of career and family and is constantly challenged to balance her work, life and health. We believe she pursues exercise to achieve physical fitness and inner peace. As women have continued to embrace a variety of fitness and athletic activities, including yoga, we believe other athletic apparel companies are not effectively addressing their unique style, fit and performance needs. We believe we have been able to help address this void in the†¦show more content†¦By producing products that help keep people active and stress free, Lululemon’s brand stands for the belief that the world will be a better place. Setting the bar in technical fabrics and functional designs, the brand symbolizes innovation as a result of continuous research . †¢ Warranty and Service †¢ †¢ Before Distribution ï‚ § To ensure that they continue to provide our customers with advanced fabrics, our design team working closely with their suppliers to incorporate innovative fabrics that meet particular specifications into their product..In addition, to ensure the product quality of our fabric and its authenticity, we test our products using a leading testing facility. We also partner with a leading independent inspection, verification, testing and certification company, which conducts a battery of tests before each season on all of our fabrics across all product lines, testing for a variety of attributes including content, pilling, shrinkage, and color fastness. We collaborate with leading fabric suppliers to develop fabrics that we ultimately trademark for brand recognition whenever possible. †¢ After Distribution †¢ Strengths and Weaknesses †¢ Future Recommendations B. Price †¢ Pricing Strategy Lululemon’s Pricing Strategy aims to communicate to its guest that they are a brand that supports innovative, high quality apparel. Their items, specifically the Groove pant, is targeted at educated women with higher than average incomes, ThereforeShow MoreRelatedMarketing Plan For The Company1489 Words   |  6 PagesIntroduction Lululemon is a company that has based itself around a value proposition of ethical production, healthy living and quality athletic gear designed to encourage and support an active lifestyle (Lululemon, 2014). Unfortunately for the company in the last year it has come under fire for a run of clothing that was far below their standard quality, and was in fact recalled for being too sheer (Peterson, 2013). This incident was exacerbated by CEO Chip Wilson’s comments that effectively blamedRead MoreMarketing Analysis : Lulu Lemon1390 Words   |  6 Pagesin the athletic wear market segment is because many consumers are becoming healthier or fit minded thanks to the fitness trend that is hitting the American frontier. Most consumers now a day would spend more money on higher quality products than they would of ten years ago, due to the improvements in the economy and rise in the fitness trends. Therefore, Lulu sees a pure opportunity and advantage by competing in the higher end at hletic wear compared to the more diluted market segment of lower qualityRead MoreThe Global Fitness And Athletic Clothing Stores1637 Words   |  7 Pages9 billion US dollars per annum (IBISWorld, 2015). Lululemon Athletica provides high quality apparel for the ever-growing global health conscious population (WHO | World Health Statistics 2015, 2016). 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Chip Wilson stepped down from hisRead MoreMarketing Analysis : Nikes The Modern Girl Of Sport And Fitness 1604 Words   |  7 PagesCoined the â€Å"Modern Girl of Sport and Fitness,† one of Nike’s increasingly profitable and rapidly growing consumer markets is young adult females who wis h to be comfortable and fashionable at both the gym and in their daily lives. This consumer base has also been characterized by the term â€Å"athleisure† – a combination of an athletic look with a comfortable and fashionable feel. This market continues to grow, with approximately â€Å"46 percent of women between the ages of 19 and 34† becoming more interestedRead MoreCase Study : Brand Image Over The Past Years Essay703 Words   |  3 Pages1) Brand Image – Over the past few years Lululemon has been scrutinized for their product quality and their founder, Chip Wilson’s, statements regarding these issues. This company’s products are premium priced and when consumers are paying around 10-25% more for their products versus their big competitors, they expect excellent quality products. After this fiasco, Lululemon’s reputation faltered and their sales growth was tremendously affected. Instead of addressing this quality control issue pr ofessionally