This website uses cookies to ensure you have the best experience. Learn more

Lululemon Essay

8684 words - 35 pages

Lululemon Athletica, Inc.

Ralph Forgeon
Caroline Carlson
Robert Livingston
Hanz Masood
Courtney Fields

Bus 475: Seminar in Strategy and Policy
Dr. Ybarra
May 1, 2014

1

Introduction
Lululemon Athletica Inc. designs and retails athletic clothing. The Company produces fitness pants,
shorts, tops and jackets for yoga, dance, running, and general fitness. Lululemon serves customers
globally through its online and 254 retail stores.

Mission and Goals
Mission Statement: Creating components for people to live longer, healthier, fun lives.
Lululemon has developed a distinctive community-based strategy that we believe enhances the
brand and reinforces guest loyalty. The key elements of the ...view middle of the document...

● Expand Beyond North America. As of February 2, 2014, Lululemon operated 25
corporate-owned stores in Australia, four corporate-owned stores New Zealand, and 17
showrooms outside of North America. The company plans to open two new Lululemon
stores in fiscal 2014 in Australia and two other new stores internationally in fiscal 2014.
Over the next two years the company intend to open additional showrooms as preseeding activities in the Asian and European markets.

● Develop Direct to Consumer Sales Channel. The company launched their retail website
in the first quarter of fiscal 2009. The addition of e-commerce to their direct to consumer
sales channel expanded their customer base and supplemented their growing store base
over the past four years. The company operates country and region specific websites in
Australia, Europe and Asia, and brand specific websites in North America. Lululemon

3

plans to continue developing e-commerce website to provide a distinctive online
shopping experience and extend their reach.

● Increase our Brand Awareness. The company plans to continue focusing on increasing
brand awareness and customer loyalty through amplification of their brand stories and
their grassroots marketing efforts, social media activities and planned store expansion.
The company believes that increased brand awareness will result in increased comparable
store sales and store productivity over time.

● Introduce New Product Technologies. The company remains focused on developing and
offering products that incorporate technically advanced fabrics and innovative functional
features that differentiate Lululemon in the market. Collaborating with leading fabric
manufacturers, the company has jointly developed and trademarked names for innovative
fabrics such as Luon and Silverescent. Among their ongoing efforts, the company is
developing fabrics to provide advanced performance features such as UV protection and
inherent reflectivity. In addition, the company plans to continue to develop differentiated
manufacturing techniques that provide greater support, protection, and comfort.

● Broaden the Appeal of Products. The company will selectively seek opportunities to
expand the appeal of the brand to improve store productivity and expand their market. To
enhance product appeal, the company intends to:

4

● Expand Product Categories. The company continues to expand product offerings in
complementary existing and new categories such as swim, tennis and golf;

● Increase the Range of Athletic Activities Products Target. The company believes their
guests purchase products mainly for activities such as yoga, running and general fitness.
The company will continue to expand product categories and educate guests on the
versatility of products;

● Grow the Men's Business. The company believes the premium quality and technical rigor
of our products will continue to appeal to men and that there is an opportunity to expand
the men's business as a proportion of...

Other Papers Like Lululemon

Regretful Decisions Essay

930 words - 4 pages Regretful Decisions There are many individuals in a child’s life that helps mold them into a well-rounded adult. In most cases, this guidance comes from the child’s parents or other older, but in Sonny’s case, this guidance was expected from his older brother. In the short narrative, Sonny’s Blues, Sonny’s life was adversely affected by the decisions that his older brother made. The decisions that his brother made include leaving Sonny to stay

Jail Responsibilities Essay

589 words - 3 pages Jail Responsibilities Monique Priorello September 23, 2012 One of the main responsibilities of a jail is to give the officers the correct “Police Correspondence” courses. This is because these courses give the officers the effective basic training that they need to do things such as; Writing of Memoranda, Police Reports, and Civilian Letters. What needs to be done first is make sure that there are NO errors. This means in

Mgt330

638 words - 3 pages Starbucks Nefertiti Wright Sangita Patel October 15, 2012 STARBUCKS 2 STARBUCKS - 1 - [no notes on this page]I. Job description a. Baristas II. Job specifications a. Duties III. Form of departmentalization STARBUCKS 3 Starbucks Starbucks have been named in the 100 best companies to work for. Starbucks has many job opportunities for people, which require the right job specifications. The employees create uplifting experience

Fight Club

917 words - 4 pages Fight Club is a story of the narrator’s struggle to gain control over his life. He is in search for an identity in the form of manhood. His masculinity is so repressed because of the absence of a father figure in his life. Because of this he creates Tyler, his alternate personality. Tyler is nothing like anyone the narrator has met, he is self assured and completely free. The narrators alternate personality Tyler Durden is the ultimate alpha-male

The Powers Of The Health And Safety Representative

254 words - 2 pages The Powers of the Health and Safety Representative A health and safety representative has the power to: Identify Workplace Hazards The health and safety representative has the power to identify workplace hazards. This power is usually exercised by conducting workplace inspections. Obtain Information from the Employer The health and safety representative is entitled to the same information available to a joint committee member. Under the Act

Lesson Plan

6476 words - 26 pages QWERTYUIOP by Vivien Alcock Table of Contents Introduction About Short Stories The Writer Synopsis Elements Activities Beyond The Text Assessment Answer Key Glossary Panel of Writers [pic] SHORT STORY Welcome to the World of Literature and to Short Stories! We hope you will enjoy working with this guidebook, which has been specially designed to help you prepare your students enjoy the Literature

Management

1227 words - 5 pages Coca-Cola Global Business and Marketing Strategy Introduction As domestic markets mature, it is becoming more and more fashionable for organisations to seek growth through opportunities in foreign countries. Faster communication, new technologies and improved transport links are making international markets more accessible and businesses pursuing a global position can experience an upsurge in brand awareness and cost effectiveness. Global

Facing Poverty With A Rich Girl's Habit

783 words - 4 pages Facing poverty with a rich girl’s habit Adele Strader Professor Chryst English Composition October 22, 2012 Facing poverty with a rich girl’s habit was written by Suki Kim and published in the New York Times on November 21, 2004. The most important point that Suki want to make was that (1) what we have in life can be taken away in an instant (2) do not go bankrupt in South Korea (3) that a person must adapt and endure

3-4-50 Paper

572 words - 3 pages -4-50 paperLack of exercise is a key contributor to disease and death among many people in the United States, regardless of age. It is a well-known fact that exercise results in a healthier lifestyle. Along with tobacco use and poor nutrition, lack of exercise is one of the main issues that people have which leads to high blood pressure, obesity, and other serious health problems. According to a study by UCSD School of Medicine and SDSU

Capitalism

836 words - 4 pages Miguel Beatrice Capitalism is an economic system in which private individuals and business firms carry out production and exchange of goods and services through complex transactions involved in prices and markets. By extension called capitalist higher social class of this economic system ("bourgeoisie"), or to the common form would the individual interests of capital owners in both companies, shareholders and patterns, also called capitalism

Sociology

1177 words - 5 pages Homelessness in America Homelessness in America is a social problem that we are faced with on a daily basis. Despite the vast number of research done by Americans on homelessness, little is still known about the effect that it has on our society. The overall image that emerges from the effects of homeless people

Related Essays

International Apparel And Planning Essay

1971 words - 8 pages ship to the customer. http://www2.miq.com/cms/apparel-retailer/index.html http://www.theglobeandmail.com/report-on-business/international-business/asian-pacific-business/labour-woes-in-asia-the-latest-snag-for-lululemon/article12762550/ Personal Interview: Ross Morgan-Operations Manager for Jerell Clothing INC.

Lafarge S.A Essay

2924 words - 12 pages NAME: IHEKANANDU KINGSLEY N. COURSE: MGMT 292 / F12 N01 TITLE: INDIVIDUAL CASE STUDY (LAFARGE S.A.) SUBMITTED: October 5, 2012 TABLE OF CONTENTS 2. INTRODUCTION 3 3. DESCRIPTION OF CASE 4 4. VALUES 4 4.1. Types of values 4 5. TEAMWORK 7 6. MOTIVATION 8 7. CREATIVITY 9 7.1. Components of creativity 9 8. CONCLUSION 12 9. BIBLIOGRAPHY 13 INTRODUCTION This report aims to provide an in-depth analysis of initiatives pursued by Lafarge as

Finance Essay

665 words - 3 pages Financial statements are the most common tool used for making business decisions. They consist of the balance sheet, income statement and statement of cash flows. The analysis tools used affect all aspects of a company not just a few. A systematic review of the resources a company used to achieve its mission is cost control. Cash flow should be kept at necessary levels for operations is one of the major benefits of cost control. It is a very

Analysis Of Operation Blue Star And Its Effects On The Gandhi Dynasty

934 words - 4 pages The period of time including and following Operation Blue star is considered a dark time in India and black spot in Indian history. It is a time Indian would rather forget, yet still to this day debate about. Was Indihar Gandhi correct in instating operation Blue Star, inflicting damage to the Golden temple, and being responsible for the killing of anywhere from 492 (official reports) to 1500 (estimates run as high as) civilians, which lead to an