Known for its ability to successfully deliver innovative products and fashionable designs, Lululemon constantly acquires and maintains loyal, athletic and self-motivated customers. Lululemon’s athletic clothing line focuses its product in yoga-inspired apparel for mostly women. The company has expanded its market from the Vancouver market to North America. Lululemon is also looking into expanding the market into Europe and Asia. Lululemon is quickly going global and increasing profits up to 300% during recession.
Customers use this product for various activities besides practicing yoga; some wear them for dancing, weight training, road racing, and even for social events. Personal trainer Michelle Cushing noted that she wears Lululemon and estimates 90% of her clientele has switched to Lululemon. In delivering friendly fitness advice and demonstrating good yoga practices, the factors consumers consider when buying, is the product’s unique design and good quality. This definitely creates loyalty for customers due to its distinct retail approach and value proposition.
Lululemon’s customers believe that its athletic apparel specializes in providing their consumers with products that promote a higher level of fitness and conscious health. Customers believe that top competitors that are directly competitive with Lululemon include Adidas, Nike, and Under Armor. Customers would need to decide whether to get atheltic apparel from these firms or Lululemon.