Lulelemon Atheltica Alli James and Kelsey White Who

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

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

Traditional Strategy • Events • Community outreach • Brand ambassadors • http: //www. youtube. com/watch? v=Sm. Hw 7 rzl 8 Ps&feature=related

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

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

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

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

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