Why is Lululemon successful?

Points of parity and points of difference are essential for products to prosper. Upon the conclusion of my SWOT analysis I was able to gain further knowledge on how Lululemon differentiates themselves from various competitors. Lululemon was the first brand to position themselves in the “active yoga wear category.”  Their active wear was not the only factor that made lululemon popular in their base city, Vancouver. Lululemon had and still has superior customer service, yoga classes, and a store environment that makes everyone feel welcome. Due to the increase in competitors, Lululemon continually strives to increase their points of difference. They have done so by creating merchandise such as hair bands, water bottles, and bags. In addition, they have created a men’s line and clothing store for teenage girls, known as Ivivva Athletica. Lululemon also has plans for the future to create various environmentally friendly fabrics, as well as reflective and UV protected clothing. In conclusion, Lululemon is determined to hold onto their status in the athletic wear market by continually making themselves more attractive to customers. Lululemon has been successful and will be able to prosper because of their strong branding techniques and unique points of difference.