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Lulelemon Atheltica

Lulelemon Atheltica. Alli James and Kelsey White. Who is Lululemon?. Founded in Vancouver BC in 1998 113 stores in US and Canada “comfortable, high performance and fashionable athletic wear,” (Shennu) Luon fabric- fast wicking 87% nylon, 13% lycra. Target Market.

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Lulelemon Atheltica

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  1. LulelemonAtheltica Alli James and Kelsey White

  2. Who is Lululemon? • Founded in Vancouver BC in 1998 • 113 stores in US and Canada • “comfortable, high performance and fashionable athletic wear,” (Shennu) • Luon fabric- fast wicking 87% nylon, 13% lycra

  3. Target Market • Yoga and athletic wear retailer • Active men and women that live a holistic and healthy lifestyle • Active in yoga, running, biking, or other exercise

  4. Value Proposition • Product and Community • Apparel is functional, fashionable, and flattering • Community building and partners with consumers to start grassroots movement • http://www.lululemon.com/legacies/grassroots?sli=1

  5. Traditional Strategy • Events • Community outreach • Brand ambassadors • http://www.youtube.com/watch?v=SmHw7rzl8Ps&feature=related

  6. Digital Strategy • Facebook • Blog • http://www.lululemon.com/community/blog/ • Twitter • Instagram

  7. Application • Need to reach the mobile shopping market • 58% of adults are likely to purchase something on their smart phone • “new arrivals feature” • Creating a lookbook • Store locator feature

  8. Benefits • Drive sales • Connecting to consumers more readily • Increasing sense of community

  9. Cost • $12000- 30000 • Could be less to do in house • Need a dynamic application • Developing in house could also reduce cost in maintaining the application post launch

  10. Opportunities • Driving mobile business will become key • Expansion of the application could link into the grassroots movements in stores and get others involved • Easily accessible companies can help consumers quickly and adapt to the changing needs of their consumers

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