Lululemon
Exploratory Research Assignment
5/31/2014
[Type the author name]
Introduction
Lululemon is one of the Canada’s best retailers of technical athletic yoga apparel. Lululemon’s yoga inspired apparel is marketed under the two brand names Lululemon Athletica for more mature women and Ivivva Athletica for younger girls. Lululemon primary target customers are educated and hard working women, who understand the importance of healthy and active lifestyle. Majority of these women are Caucasian who are mainly urban and have higher income, since Lululemon is an expensive brand .Most of their products are design to offer fit, performance and comfort while incorporating both style and function. On another hand, American Apparel (AA) is a US company that manufactures, sell and distribute trendy fashion apparel. American Apparel primary target customers are younger girls and boys, who value quality and inexpensive clothing. American Apparel is eco-friendly manufacture that uses solar energy to provide 15% of its power at its corporate headquarters. American Apparel attracts their consumers by using recycles and cruelty-free materials. Finally, Roots Canada Ltd. designs, develops, manufactures and sells athletic wear for women, men, children and babies around the world. The company operates and owns retail stores in over 260 stores across Canada, US and Asia. Roots Canada Ltd, is privately owned by Don Green and Michael Budman. Majority of their consumers are women and men that have middle or upper middle income. As we can see, all three clothing manufactures have similar clothing products, all of them are focusing on the athletic appeal. But how are they going to attract consumers from different cultures or differentiate from their competitors? They are strong Canadian and US brand names but they need a new marketing strategy to attract new consumers and adapt to the weak economy. In terms of entering new markets, Lululemon, AA and Roots might face the
5/31/2014
[Type the author name]
Introduction
Lululemon is one of the Canada’s best retailers of technical athletic yoga apparel. Lululemon’s yoga inspired apparel is marketed under the two brand names Lululemon Athletica for more mature women and Ivivva Athletica for younger girls. Lululemon primary target customers are educated and hard working women, who understand the importance of healthy and active lifestyle. Majority of these women are Caucasian who are mainly urban and have higher income, since Lululemon is an expensive brand .Most of their products are design to offer fit, performance and comfort while incorporating both style and function. On another hand, American Apparel (AA) is a US company that manufactures, sell and distribute trendy fashion apparel. American Apparel primary target customers are younger girls and boys, who value quality and inexpensive clothing. American Apparel is eco-friendly manufacture that uses solar energy to provide 15% of its power at its corporate headquarters. American Apparel attracts their consumers by using recycles and cruelty-free materials. Finally, Roots Canada Ltd. designs, develops, manufactures and sells athletic wear for women, men, children and babies around the world. The company operates and owns retail stores in over 260 stores across Canada, US and Asia. Roots Canada Ltd, is privately owned by Don Green and Michael Budman. Majority of their consumers are women and men that have middle or upper middle income. As we can see, all three clothing manufactures have similar clothing products, all of them are focusing on the athletic appeal. But how are they going to attract consumers from different cultures or differentiate from their competitors? They are strong Canadian and US brand names but they need a new marketing strategy to attract new consumers and adapt to the weak economy. In terms of entering new markets, Lululemon, AA and Roots might face the
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