Lulu Lemon

Outdoor Voices (OV), “the young, chic athleisure brand launched in 2012 and has since been gaining traction and attention.” Although Lulu Lemon is a more established brand, having been selling yoga wear since 1998, Outdoor Voices has the potential to become Lulu Lemon’s competition.

Women’s Wear – OV

According to Porter’s generic strategies, Outdoor Voices implements the “Differentiation Strategy.” Though the idea of selling yoga wear is not new, the products offered are unique and trendy. “With its high-wasted pants and tiny crop tops, the company appears to be targeting young hipsters,” the 26 year old CEO of OV, Tyler Haney, is able to sell their trendy products. Furthermore, the design team for OV features designers from brands such as Calvin Klein, Alexander Wang and Lulu Lemon. This corresponds with the internal strength of “highly skilled and creative product development team,” in a Differentiation Strategy.

OV has a lot of potential, however, I don’t believe that the company is going to reach the heights of Lulu Lemon anytime soon. In spite of it’s uniqueness, in terms of style and trendiness, OV’s products can be substituted and imitated easily.

sources:

http://www.businessinsider.com/outdoor-voices-wants-to-be-the-next-lululemon-2015-9

http://www.forbes.com/profile/chip-wilson/

http://www.quickmba.com/strategy/generic.shtml

pictures sources:

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

https://www.outdoorvoices.com/