Dennis Wilson founded Lululemon Athletica in 1998 in response to increased female participation in sports and in accordance with his belief in yoga as the optimal way to maintain athletic excellence into an advanced age.

Wilson opened the first Lululemon store in Kitsilano, a Vancouver neighbourhood. It included a design studio, a retail store, and shared space with a yoga studio. Lululemon operates approximately 201 stores, with the majority in North America.

Customers

• • Mainly focus on women whose of all ages who are looking for stylish active wear for specific sport such as yoga.
  • In order to expand company’s customers base, Lululemon starts to target male and children as their customers.

   

• Competitors
• • Nike
  • Adidas
  • under armour

      

  Even though Lululemon has a lot of competitors, it did quite success in the clothing industry. The reason is that Lululemon differentiates itself from the other competitors by providing friendly service, well organized studio like store and free fitness classes.

Sources: http://shop.lululemon.com/home.jsp

Mercedes-Benz Advertisement

As all you can see in this recent Mercedes-Benz advertisement, they have used a dancing chicken to demonstrate the stability of its “Magic Body Control” suspension system. At the beginning of the advertisement, a whole bunch of chickens were shown on the screen. Their bodies have been moving around, but we can clearly see that their head didn’t move. The reason here is because chicken lacks of an ocular system, which let humans see objects in a stationary way even if their body move. Mercedes- Benz used this phenomenon to illustrate an idea to consumers, their car just like the chicken heads, no matter how fast the car is moving, it will also stay at the most stable way.

In my opinion, there are both pro sides and con sides about this advertisement. For the pro side, this is a creative advertisement. When people first watch this video, they probably have no idea of what this advertisement is trying to say. Therefore, they will stay in front of the TV and watch till it ends. When the advertisement is about to finish, they will realized that the chicken is actually representing about how stable is the Benz suspension system, as a result, this advertisement will give the audience motivation to try the car. Another pro side is that the cost of this advertisement is quite low, but they can let people know how stable the Mercedes-Benz is. What they use in this video is only chickens, people and a camera.

On the other hand, this advertisement does contain shortage. Mercedes- Benz is a luxury brand, but in the advertisement they used chicken to represent the car which could make people think that Mercedes- Benz is something cheap. And also, the value of this brand will be depreciated.