1.0 SITUATION ANALYSIS
Lululemon is a designer athletic apparel retailer aimed at “creating components for people to live longer, healthier, fun lives”. Originally a yoga based brand, the product has grown to both male and female technical athletic clothing across the globe. Lululemon has developed from a retail store and product into a community hub that some have described as ‘cult-like’ (Wiebe, 2013). The brand has utilised the growing social interest in healthy lifestyles with high end sports lux attire, as well has creating an educational and inspirational outlook via their website. The effect has transcended to consumers as Lululemon has since grown into a $10 billion empire that has successfully connected the product and consumer, resulting in long-term loyalty (Lutz, 2012). Primarily based in Canada, the brands presence in Australia is still developing. Lululemon Australia is the focus and basis of this report.
As seen in Appendix A, the…
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