There has been much criticism about Lululemon’s activewear clothing. Many say that their fabric is too sheer, making their pants see-through and unflattering on most people. It is hard to justify unloading $100 dollars for see-through yoga pants. Competitors such as Athleta, Victoria’s Secret, and stores such as TJ Maxx, which provide cheaper alternatives, have benefited financially from Lululemon’s downfall.

Its all about brand positioning. While competitors know that Lululemon is ultimately a leader in the industry, there is much to gain from this situation. Competitors have the ability to promote quality and durability in their products and essentially slap Lululemon in the face. Competitors can learn from Lululemon’s mistakes and therefore discover what consumers truly value in activewear clothing.

However, while competitors build off of Lululemon’s weaknesses to further their brand, they still lack the consumer loyalty that the Lululemon company possesses. Consumer loyalty must be built overtime through strong shared value, customer relations, and good value propositions, which, the company has achieved over the years with their success.

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