Proposal Project: Lululemon Athletica, Inc.
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Proposal Project: Lululemon Athletica, Inc.
Introduction
Lululemon Athletica is a technical athletic apparel company for yoga, running, training,
and most other sweaty pursuits. The brand is an athletic clothing dealer whose primary goal is to
build a society with a healthy lifestyle. As one of the leading Athleisure Wear Brands, the
company has flourished right from its establishment in 1998; the cherished brand has made the
journey from simply a single store in British Columbia to more than 450 stores all over the
globe. The target market of Lululemon is the middle to upper-class 30-year-old female. The
brand is positioned as a first-class high-style brand for the athletic society. Launched within
Canada, eventually, the business has extended its existence in the global marketplaces with
outlets now sited within Singapore, the United States, Germany, the United Kingdom, Hong
Kong, France, Sweden, Australia, Switzerland, New Zealand, the Netherlands, and China.
Lululemon has its headquarters in Vancouver, Canada.
Proposed product
The proposed product is Lululemon for Your Feet for men. Since 1998, the firm has been
transforming the game for women’s activewear; thus, it was only a matter of time before making
its foray into footwear. The Blissfeel running shoe was introduced as the first five-piece footwear
set for women (Marci, 2021). The shoes were planned for women first and characterized by a
breathable, roomy upper and a muffled sole for cloud-like running. All through the rest of the
year and into 2023, the company will launch the Charge-feel cross-trainer accessible in normal
or Rest-feel slide, crew-height, and Strong-feel exercising and weightlifting shoe. Lululemon is
planning to roll out men’s footwear in 2023. The firm proposes to launch the Lululemon for Your
Feet for men in 2023.
Target Market
The primary target consumers comprise sophisticated and cultured man who
comprehends the significance of a lively, healthy lifestyle. He is progressively obliged with the
dual duties of profession and family and is continually compelled to balance his life, work, and
health. It is meant for men to pursue workouts to attain inner peace and physical fitness
(Kurichenko, 2020). As men have been persistent in embracing a range of athletic and fitness
activities, comprising yoga, the firm believes they have been capable of successfully addressing
their exclusive fit and performance needs through integrating style with comfort and
functionality into their merchandise through their vertical retail approach. Even though the firm
was established to address the distinctive men, they have effectively-designed products for men
and children who respect their products’ technical rigor and first-rate quality.
The plan is to distribute the products through different channels to ensure that all target
consumers will receive the products. The two main distribution channels that I will use comprise
company-operated stores and direct-to-consumer. After 2020, the firm operated 521 outlets in 17
nations worldwide (Nast, 2022). On top of being a site to vend the firm products, the outlets offer
the company a direct connection to their visitor, which it views as a prized tool in assisting them
in shaping their brand and merchandise line. The company’s retail shops are on-street sites,
malls, and lifestyle hubs. This will be the primary channel through which to reach the target
audience. In 2020 the firm opened 30 new company-operated outlets, comprising 21 new shops
outside North America, which will significantly help reach the clients. The inventive retail idea
and guest experience will contribute to the success of the outlets.
In conclusion, Lululemon Athletica is a technical athletic apparel company for yoga,
running, training, and most other sweaty pursuits. The proposed product is Lululemon for Your
Feet for men. Lululemon is planning to roll out men’s footwear in 2023. The firm proposes to
launch the Lululemon for Your Feet for men in 2023. The primary target consumers comprise
sophisticated and cultured man who comprehends the significance of a lively, healthy lifestyle.
The plan is to distribute the products through different channels to ensure that all target
consumers receive the various products.
References
Kurichenko, V. (2020). “How Lululemon Increased Their Brand Value by 40% in 2020” in
Medium.com, June 17, 2020. https://medium.com/better-marketing/how-lululemonincreased-their-brand-value-by-40-in-2020-d767b36e4edb
Marci, K. (2021). “Activewear market analysis” in Edited.com, January 12, 2021.
https://edited.com/resources/activewear-market-analysis
Nast, C. (2022, March 25). The Wellness Forecast: 15 New Product Launches We Can’t Stop
Talking About in March. SELF. https://www.self.com/gallery/wellness-forecast-march2022

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