Lululemon: New Design, New Future
by jiayuesun
Lululemon is now trying to variate their products in order to satisfy different consumer needs. The company has been focusing on Yoga pants since it was established and since last year, many customers complained their Yoga pants have low quality and are see-through.
One of the reason for the company to start thinking about variating their products, from my point of view, is that the position of their Yoga pants in the whole industry dropped and the negative feedback from their customers harmed reputation of their company as a whole. The industry is changing all the time and is getting more and more competitive.
Lululemon increases their variety of products will offer them a point of difference from other competitors and also they now have chance to attract customers who have different needs. The main value proposition of the company does not change, however, they widens their customer segment by increasing some key activities. This decision will help the company to change their image in the perspective consumer’s mind and help the company recover from the complaints.
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