Why is lululemon so successful

Not Lululemon! Or is it because so many hip influencers swear by those highly technical, and high-quality products? Unlike its competitors, there are no extensive campaigns, no flashy billboards, no significant collaborations, and no TV ads. Thanks to this authenticity, the brand can avoid relying on marketing — and still earns money.

One of the most significant differences between Lululemon and its competitors is that the yoga-inspired brand focuses solely on apparel and sports accessories. Unlike companies like Nike , Adidas , and Puma , which started as sports-shoe brands — and get the largest share of their revenue from shoes — Lululemon does not sell shoes. Some might say that this is a development opportunity for Lululemon.

However, as activewear is a highly competitive category, differentiation is essential. Retviews data shows us that the famous legging made Lululemon a household name accounts for the second-biggest category and that competitors are not prioritizing leggings.

On a side note, as Lululemon does not offer shoes and focuses solely on apparel, their strategy allows the Canadian brand to offer a wider variety of products and colors. Why is Lululemon so successful? Full Menu Search Menu. Close Local your local region National. Search Submit search Quick Search.

Comments Close comments menu. Video link. Lululemon prints inspirational sayings on their retail bags. Such statements are also on the walls of the more than stores worldwide and all over the corporate headquarters in Vancouver. Goal setting triggers your subconscious computer. Then ask strategic questions. Today, that practice is not required, but encouraged. Then Laurent Potdevin stepped in. In February , he abruptly stepped down in the wake of employee claims of a toxic work environment and misconduct that allegedly involved a relationship with a subordinate.

For the second time in four years, Lululemon is looking for a leader. The good news is that Lululemon is in a very strong position to attract a new CEO. The company is growing rapidly. In a shaky retail environment, Lululemon is in an enviable place. In early June, its shares surged to a record high after first-quarter results topped expectations. While ecommerce remains a big focus for Lululemon, the brand has also been expanding its bricks-and-mortar locations, opening up a number of new stores in and continuing with more in The latter is reportedly set to open in Chicago in summer By testing new markets before permanently opening stores, as well as increasing the size of its most popular ones, Lululemon has managed to scale up to success.

Elsewhere, Lululemon also uses social media to communicate and engage with its audience on a consistent basis. It is highly responsive to both positive and negative feedback online, which helps to promote an honest and authentic persona, and encourage a two-way dialogue with users.

The campaign also encouraged consumers to share accounts of how a similar philosophy has benefited their own life, again reinforcing the sense of community around the brand. What are you in the practice of? Lululemon started producing products for men around four years ago. Wear it, reverse it, wear it again. This jacket is no ordinary jacket.