Profile of Lululemon Athletica: a Specialist in Stylish Fitness Apparel
Lululemon Athletica, based in Canada, specialises in the design and sale of technical apparel and accessories for athletic pursuits such as yoga, running and general fitness at premium prices. The company has carved out a lucrative niche in the athletic apparel market by supplying high performance, stylish yoga wear which has attracted a cult-like following among women. Over the past four years, its sales and operating profit have risen at compound annual growth rates (CAGR) of more than 40% and 60%, respectively. This enviable growth has attracted a number of major sportswear companies - including Nike and Adidas - into a market in which Lululemon once enjoyed a virtual monopoly. As a result, competition has intensified and therefore the company is expanding into new product categories and geographical markets in an attempt to achieve a more diversified customer base. The company has projected that sales in its 2013/14 financial year will grow by at least 20%. The report includes analysis of the company's: development; corporate mission and strategy; corporate social responsibility (CSR) policies; products and product sourcing; distribution, sales and marketing; competitors; and financial performance. The report also includes an outlook for the future. This report serves as an indispensable case study for those who want insight on a company which has grown to become a market leader in a niche industry.
SUMMARY
INTRODUCTION
Strengths, weaknesses, opportunities and threats (SWOT)
COMPANY DEVELOPMENT CORPORATE MISSION AND STRATEGY CORPORATE SOCIAL RESPONSIBILITY (CSR) PRODUCTS
Fabrics and technologies
Product design and development
PRODUCT SOURCING DISTRIBUTION, SALES AND MARKETING
Distribution
Stores
Showrooms
Wholesale distribution
Online retailing
Sales
Marketing
COMPETITION FINANCIAL PERFORMANCE OUTLOOK
INTRODUCTION
Strengths, weaknesses, opportunities and threats (SWOT)
COMPANY DEVELOPMENT CORPORATE MISSION AND STRATEGY CORPORATE SOCIAL RESPONSIBILITY (CSR) PRODUCTS
Fabrics and technologies
Product design and development
PRODUCT SOURCING DISTRIBUTION, SALES AND MARKETING
Distribution
Stores
Showrooms
Wholesale distribution
Online retailing
Sales
Marketing
COMPETITION FINANCIAL PERFORMANCE OUTLOOK
LIST OF TABLES
Table 1: Lululemon Athletica: strengths, weaknesses, opportunities and threats (SWOT)
Table 2: Lululemon Athletica: examples of corporate social responsibility (CSR) policies and initiatives
Table 3: Lululemon Athletica: garment fabrics, 2013
Table 4: Lululemon Athletica: number of stores, 2012/13
Table 5: Lululemon Athletica: key financial data, 2007/08-2012/13
Table 1: Lululemon Athletica: strengths, weaknesses, opportunities and threats (SWOT)
Table 2: Lululemon Athletica: examples of corporate social responsibility (CSR) policies and initiatives
Table 3: Lululemon Athletica: garment fabrics, 2013
Table 4: Lululemon Athletica: number of stores, 2012/13
Table 5: Lululemon Athletica: key financial data, 2007/08-2012/13
LIST OF FIGURES
Figure 1: Women’s tank top
Figure 2: Women’s yoga shorts
Figure 3: Women’s yoga pants
Figure 4: Men’s shorts
Figure 5: Lululemon Athletica: location of suppliers, 2012/13
Figure 6: Lululemon Athletica: store interior
Figure 7: Lululemon Athletica: sales, 2007/08-2012/13
Figure 8: Lululemon Athletica: geographical distribution of sales, 2012/13
Figure 1: Women’s tank top
Figure 2: Women’s yoga shorts
Figure 3: Women’s yoga pants
Figure 4: Men’s shorts
Figure 5: Lululemon Athletica: location of suppliers, 2012/13
Figure 6: Lululemon Athletica: store interior
Figure 7: Lululemon Athletica: sales, 2007/08-2012/13
Figure 8: Lululemon Athletica: geographical distribution of sales, 2012/13
