Lulu Lemon’s out, Athleta is in. Or so I think it should be this way.
Yet again, Lulu has been put in the dark spotlight regarding issues with their product and lifestyle with the companies CEO Chip Wilson recently speaking out. Slowly turning off many of their customers (although many devotees will disregard the seemingly small issues), opportunity for Gap Inc. owned “Athleta” to step in arises. Currently, the stores are only situated in the United States; already posing a threat by popping up close to every new Lulu Lemon chain. However, with their significantly higher quality, uniquely diverse products, and company culture a cut above Lulu, there is a huge opening to come into Canada and take down the declining champions that are tearing their own company apart.
“Gap’s Athleta Stalks Lululemon One Yoga Store at a Time”
Athleta doesn’t focus solely on yoga, but on the health and fitness journey as a whole. With programs for running, triathlon, and paddle boarding, they create a supportive community centered on the store and the products they offer. Rather then pinning product deterioration on their most important customers, Athleta begins with quality first and has a very lenient return policy of “give it a workout guarantee.” With the negative vibe coming from Lulu products, buyers will have the incentive to move to a brand with a positive standing like Athleta. I propose that Lulu needs to step up their commitments to the brand they created, or get out of the way as more upcoming threats begin to enter through the wide open door into the athletic culture industry.
// Check out Athleta Chi: http://www.athleta.net/
Recent Comments