Case Study: Lululemon Athletica Inc.

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Lululemon Athletica Inc. is Canadian company established in Vancouver, which provides athletic apparel for men and women across the country. Initially when it was founded in 1998, the mission/purpose of Lululemon was to offer women a wide variety of clothing to wear during yoga. However, as the business grew over the years, it began to design items for not only yoga, but also running, training, and cycling for both genders. The company started opening several stores across Canada and the United States, and once the North American base became more and more successful, they decided to expand the business internationally to enhance its growth. Today, Lululemon Athletica has over 300 stores in the United States, Australia, New Zealand, Europe, and even Asia. The increasing interest for yoga around the world has immensely helped with the global expansion of Lululemon, bringing in approximately 2 billion dollars in revenue annually. Therefore, branching out its operations in a country which is involved in the yoga industry and known as one of the top ten fittest countries in the world will definitely prove to be beneficial for the company. Opening …show more content…
According to the Eurobarometer survey from 2014, 13% of adults reported that they carried out vigorous-intensity physical activity on at least 4 of the last 7 days, with 79% of those doing so for more than 30 minutes on each occasion. This survey shows that the adults in Greece are highly active which would require them to purchase some sort of athletic apparel for their workouts. Therefore, they would be interested in investing in a pair of high quality Lululemon tights or workout t-shirts as it will last them a long time. As shown in Table 1, adolescent females are far less active than males and the percentage keeps dropping as they get older. Thus, Lululemon should develop a marketing strategy to empower and encourage teenage girls to engage in physical
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