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Lululemon brand audit

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Emily Messer

on 12 October 2014

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Transcript of Lululemon brand audit

Lululemon Brand Audit: Emily Messer BA505
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
http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.asp?ticker=LULU

http://www.lululemon.com/about/history?mnid=ftr;company_history

http://www.lululemon.com/about/

http://www.lululemon.com/about/manifesto

http://shop.lululemon.com/products/category/women?mnid=mn;women

http://shop.lululemon.com/products/category/men?mnid=mn;men

http://www.ivivva.com/products/category/ivivva-shop

http://www.lululemon.com/education/info/fabricsandtechnologies

http://www.lululemon.com/faq/#reselling

http://www.adidas-group.com/en/group/profile

http://www.uabiz.com/company/about.cfm

http://traverscollins.com/2014/01/14/lululemon-turns-sour/

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.

https://twitter.com/lululemonpeople

http://secfilings.nasdaq.com/edgar_conv_html%2f2014%2f03%2f27%2f0001397187-14-000021.html#FIS_BUSINESS

https://www.statista.com/search/?q=lululemon%20athletica

Porter, Michael E. (2008). The Five Competitive Forces that Shape Strategy. Harvard Business Review, January 2008, 78-93.

http://microarts.com/launchabrand/anticipate-that-a-brand-name-will-be-simplified/

Kumar (2003) “Kill a Brand, Keep a Customer”, Harvard Business Review, 86-95.
References
Introduction
Exploratory
Inventory
Metrics
Conclusions
Internal Branding
Positioning
This prezi is audio enabled.
Consistency factors:
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
pricing structure
controlled distribution strategy
non-traditional marketing
popular packaging
Brand Promise:
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
red/black/white palette
7600+ employees
https://twitter.com/lululemonpeople
7 core values
goal setting program
company manifesto
2012:
#1 Apparel retailer sales by sq. foot (1,936)
#3 Overall behind Apple and Tiffany & Co.

2013:
#12 Indirect/direct retailer of sporting goods/footwear/apparel (1.59B)

2014:
#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
Shortened name
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
Full transcript