Monday, May 18, 2020

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). 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