Analysis Of The Market Offer For Women’s Yoga Clothing Of Lululemon

597 words - 3 pages

Executive summary
This report is aiming to analyse the special market offer “women’s yoga clothing” of Lululemon, what’s special about this product is that it is accounting for most of Lululemon Athletica’s sales.
Women’s and Girls’ Wear Manufacturing Industry is expected to gain about $589.6 million in 2013-14, a little drop by 3.9%. The major participators in this industry are:
• Nike, Inc.
• Reebok
• Adidas AG
Lululemon is a public company that founded in Vancouver in 1998, which now becomes a top athletic apparel company in the world, especially for women’s yoga clothing. Lululemon is affected by competitor and supplier forces from micro environment. Moreover, it is affected by technical and demographic force from macro environment. Lululemon offers various product that including the clothing and athletic accessories for different customers. In Lululemon’s 2013 annual report, it target at “sophisticated and educated woman who understands the importance of an active, healthy lifestyle” (Lululemon 10K, 2013). Lululemon’s strategy is providing various products to different customers and focus on more comfortable and high-quality.

1.0 Introduction
1.1 Background
Lululemon is an athletic company founded by Chip Wilson who designs a breathable yoga pants in 1998. In early stage, Lululemon shares space with a yoga studio, which has its own design studio and retail store. During just 15 years from 1998, Lululemon operates 211 stores due in 2013, which increases by 37 from 2012-13. Nowadays, Lululemon becomes the No. 1 athletic brand in Canada.
1.2 Purpose
This report indicates all the marketing factors by comparing multifarious data and estimating the various marketing force around the special offer “women’s yoga clothing” of Lululemon, for a target segment, which is detailed within key marketing concept and reliable data....

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