Lululemon Case Analysis

• Broaden product offering: To deal with narrow target market problem, Lululemon can use their current capabilities and facilities to produce a new line of product which is a market that features fitness lifestyle, for example, tennis clothing, volley ball wear, golf wear, even casualwear for who are interested in breathable clothes. Lululemon can fabrics, labor and facilities that they already had to produce so the marginal cost will be low. There isn’t a need of new factories or equipment. Lululemon should keep on focusing on women because they do shopping, want to have more new clothes than man. Another reason is that Under Armour and Nike have a powerful brand name in the men's market. Besides, the casual line of jackets and sweater is
a worthy choice for Lululemon to get attention of women who do not play sports but are physically active.
• Expand its global footprint: Lululemon should keep on trying to creat great brand awareness by expanding its global footprint into markets, especially Europe and Asia market where provide equivalent opportunity for broading and associating with customers. It requires the company spending time, attention and research on each global market to enter based on the experience getting in the U.S.
• Cooperate with large brand: Lululemon can take advantage of its success to women by cooperating with a larger competitor. Maybe Adidas or Nike has enthusiasm for providing more athletic apparel for women. Lululemon should consider potential joint ventures with large brand to produce a women’s specific line. All the costs as well as risk will be shared.