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Lululemon brand audit
Transcript of Lululemon brand audit
founded in 1998 by Denis "Chip" Wilson
headquartered in Vancouver, CA
250+ stores in 4 countries
performance apparel and accessories for women & men
created Ivivva in 2009 for young girls
Aaker (1996) Building Strong Brands, Chapter 6, Identity Implementation
Keller (2002) "Branding Elements", Branding and Brand Equity.
Keller (2002) "Brand Extensions” and “Leveraging Brand Equity", Branding and Brand Equity.
Aaker (1996) Building Strong Brands, Chapter 7, Brand Strategies Over Time.
Porter, Michael E. (2008). The Five Competitive Forces that Shape Strategy. Harvard Business Review, January 2008, 78-93.
Kumar (2003) “Kill a Brand, Keep a Customer”, Harvard Business Review, 86-95.
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same product categories per brand/customer
same fabrics and production techniques
lopsided toward female market
fewer services or accessory promotions for Ivivva
Brand Identity Attributes
trademarked fabrics & design patents
use of logo
controlled distribution strategy
Elevating the world from mediocrity to greatness [by] creating components for people to live longer, healthier, fun lives.
"Our primary target customer is a sophisticated and educated woman who understands the importance of an active, healthy lifestyle. She is increasingly tasked with the dual responsibilities of career and family and is constantly challenged to balance her work, life and health. We believe she pursues exercise to achieve physical fitness and inner peace."
no significant meaning
appeal to asian markets
logo from another name
7 core values
goal setting program
#1 Apparel retailer sales by sq. foot (1,936)
#3 Overall behind Apple and Tiffany & Co.
#12 Indirect/direct retailer of sporting goods/footwear/apparel (1.59B)
#45 of Top 50 sporting goods brands purchased by "lifestyle consumers"
Profit margin/revenue growth & comparison
Market share growth & comparison
Sales increase per sq. foot
Higher percent share/ranking of lifestyle consumer purchases
Consumer language/visual associations
strong brand equity & value
high continued growth & earnings projections
unique, well-defined culture
refined positioning by focusing back on female target market
Prune off the men's line, focus on women
Life style AND life cycle