Lulelemon Atheltica Alli James and Kelsey White
Who is Lululemon? Founded in Vancouver BC in 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 ?sli=1
Traditional Strategy Events Community outreach Brand ambassadors Ps&feature=related
Digital Strategy Facebook 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 $ 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