History

Origin

• Lululemon was founded by Chip Wilson who tied the post-yoga feeling to surfing and snowboarding. 
• Chip wanted to create components for people to live healthier, longer lives.

Chip Wilson Quotes

“Frankly some women’s bodies just actually don’t work for [wearing Lululemon pants]… it’s really about the rubbing through the thighs, how much pressure is there over a period of time, how much they use it”

Mediocrity is doing an ‘okay job,’ having a relationship that ‘works,’ being just ‘a little’ overweight, or having a job that ‘pays the bills.’ … Most people live in a state of mediocrity. Mediocrity is as close to the bottom as it is the top

Breast cancer also came into prominence in the 1990’s. I suggest this was due to the number of cigarette-smoking Power Women who were on the pill (initial concentrations of hormones in the pill were very high) and taking on the stress previously left to men in the working world

The reason the Japanese liked [my former skateboard brand, ‘Homeless’] was because it had an L in it and a Japanese marketing firm wouldn’t come up with a brand name with an L in it. L is not in their vocabulary. It’s a tough pronunciation for them. So I thought, next time I have a company, I’ll make a name with three Ls and see if I can get three times the money. It’s kind of exotic for them. I was playing with Ls and I came up with Lululemon. It’s funny to watch them try to say it

Financial Stability

Current

Target Market

Demographics

• Well Established Eve
  • “Sophisticated and educated”
• Yoga Yvette
  • With well-to-do parents
• Garfield Golf
  • Not an amateur in golf or life

Target Market

Geographics

• Every State but DE, MT, OK, ND, SD and WV.
• Australia, Canada, China, Germany, UK, Hong Kong, South Korea, Netherlands,  New Zealand, Singapore, Sweden
• The Digital World

Target Market

Behaviorgraphics

Products

Swift

Luxtreme

Silverescent

Luon

Natural Blends

Mesh & Liners

Competition

Industry Analysis

Where do you shop?

Short Term Plan

Market Expansion

• Male Customer

  • Not just function and durability but comfort and fashionable

    • “Taking it to the Streets”

• Growing Athletic Cults:

  • ​Triathletes and Ultra-marathoners

“Goal Oriented, Intense

with Fierce Loyalty”

 

Triathalon:

A holistic approach to fitness and goal setting

Who is the Triathlete Crowd?

 

GETTING INVOLVED

• Participation increases across all triathlon distances
• 31% Triatheletes also participate in Golf
• Before coming to Triathlons: 56% runners, 19% swimmers, 22% road cyclists

OVER TWO THIRDS

• 69% expect discretionary tri spend to be more in 2014

WELCOMING NEWCOMERS

• 8% started their triathlon journey last three years
• 55% of newcomers are women

SEEN THE LIGHT

• 88% who didn’t race in 2013 would consider taking on a tri in the next 12 months

 

•Average Age 38

•59.6% Male

•39.5% Female participants

•Triathlete average income is $126K

•Record High USA Tri Membership Growth of 5x in 2013

•2,262,000 Traditional/Road participants in the US in 2013

increased spending...

Expand Three Phase Collection

• “Sweat”, “Post-Sweat”, "No Sweat”
• Travel Wear
• Accessories & Bags

Add Mens’ Stores

• Increase“Ambassadors”
• Store Fittings
• Venue Sponsorships

Multi-Media Partners/Channels

• Select Luxury & Business Mags
• Select Journals & Online Presence

Expand Triathelete Product Lines

• Bike Shorts
• Swim-, Wet- Suit and/or Tri-Suit/Inlets, Sports-Bra, Transition Towel, Hat/Sun Visor/Bike Cap, Small and Larger Gear Bag

Other Branding Approaches

• Education/Goal Setting/Newbies
• Increase “Ambassadors” and Sponsorships
  • ​“Swag”- Scratch off discount
• Community,National, International
• Multi-Media Partner Channels

Strategic Plan: Expanding Markets

Long Term Plan

How UA sees the future

Integrated Technology needs marketing as much as tech

• We built a 'Smart Waterbottle' to prove a point. 
  • Integrated Technology is currently just as much a marketing problem as it is a technological problem
  • No one would use this device, but the concept is sound
• Fitbit's innovation was not the 'electric step counter'
  • application and devices acting as an appealing brand touchstone targeted toward fitness minded individuals
  • enhanced the 'Gamification' effect
• Companies like UnderArmour are seeing the increadible potential of integrated technology

...maybe if it looked like this...

That bottle looks scary...

Customer

• Can be properly hydrated

Marketer

• Application can act as brand touchstone used daily
  • Store finder and link to online shop 
• Targeted marketing from device data
  • Have you started training after taking time off?
  • Are you very schedualed? Type-A?
  • When do you view the app? for how long?
• ​If combined with data from other devices, the targeted marketing becomes even more advanced

Integrated Tech: Marketing vs Customer Value

Using the 'Smart Waterbottle' as an example....

How can Lulu compete?

Lululemon can unite small Integrated technology companies who target weathly casual and dedicated athletes by provide a unified customer expierence with a common brand touchstone app. Lisencing, co-Branding, 'White label' and 'Blind Consortium'- like deals are possible.

The small companies benifit from the established lulu brand and compatibility with thier app.

Lululemon benifits by adding integrated technology products to thier catalog.

Both benifit from the data collected.