LULULEMON ATHLETICA

DRIVING GLOBAL
GROWTH (2021)
Cases on business economics G02

ANALYSIS STRATEGY IMPLEMENT RESULT

 TNPS CONSULTING

Tóth Noémi Németh Attila Pataki Balázs Somodi Blanka

 EXECUTIVE
Challenge
SUMMARY
How to achive global growth while trying to generate 50 percent of total sales from
international markets?
Expand more towards Europe and Asia-Pacific regions with the help of portfolio
Strategy diversification and improvements in e-commerce.

Diversifying the
Open 50 new stores
Implementation

portfolio
 North America, Europe, Asia-Pacific
 Introducing the Business Attire
 Market the new locations with pop up
product line
stores
 Launching an online shopping
 Partner with celebrities and sports people
application
 Adjust prices
 Encouraging e-commerce with
discounts

50 percent of the sales are Increase revenue by 35% by

Impact 50 new stores
from outside of North America the end of FY24

3
Lululemon has many unique selling points that attract costumers

Community High-Quality Athletic

Yoga and fitness classes in Apparel
some stores, sponsor athletic Durable, comfortable, and
events, and have an active functional
online community

Omni-chanel capabilities Innovative Fabrics and

In-store experience Technology
Buy online, pick up in-store Invests in research and
Shipping development

Recognizable brand
Stylish Design Associated with quality and
Wear for everyday activities style in the athletic apparel
industry

Popular amongst celebs Limited Editions

Lots of celebrities seen wearing
Collaborations and partnerships
Lululemon

ANALYSIS STRATEGY IMPLEMENT RESULT

With additional global expansion Lululemon can cement its leading position

Main competitors of
Lululemon: Yogamoga, Sweaty Betty, Vi
mma, Columbia, Outdoor Voices

Wordwide spread:
Columbia, Lululemon

More unique products (niche market):

Lululemon

ANALYSIS STRATEGY IMPLEMENT RESULT

Options for Lululemon to get into other markets

ANALYSIS STRATEGY IMPLEMENT RESULT

There are many regions where Lululemon can open additional stores

Worst Best
Disposable Brand Cultural Barriers to
Saturation Feasibility
income awareness similarity entry

North America

Asia-Pacific

Europe

Latin America

Middle East 8

ANALYSIS STRATEGY IMPLEMENT RESULT

There are many regions where Lululemon can open additional stores

Worst Best
Disposable Brand Cultural Barriers to
Saturation Feasibility
income awareness similarity entry

North America

Asia-Pacific

Europe

Latin America

The three main target regions for Lululemon’s expansion plans should be North America, Europe
Middle East and Asia-Pacific 9

ANALYSIS STRATEGY IMPLEMENT RESULT

ANALÍZIS IRÁNY TŰ HATÁSOK
Lululemon’s ideal customer is eager to wear Active Business Attire

North Europe Asia-Pacific

America
15 new stores 15 new stores 20 new stores

Focus on developed far-eastern

Flagship stores Raise awareness with pop-up stores
countries
Partner with sports Partner with local celebrities
Adjust pricing for the region
franchises (athletes & influencers)

11
ANALYSIS STRATEGY IMPLEMENT RESULT
Lululemon’s ideal customer is eager to wear Active Business Attire

25 – 35 years old women Values quality at any price

Stylish Health & Fitness enthusiast

Works long hours in an

Prioritizes comfort
office

Yoga classes straight after

High-income
work

ANALYSIS STRATEGY IMPLEMENT RESULT

STARTÉGIA II. BORÍTÓ

● Tű

ANALYSIS STRATEGY IMPLEMENT RESULT

The implementation of our two-pillar strategy starts with market research, then the
marketing of the new locations and the new line, and finally putting everything into
practice
Marketing through
Open 15 new stores in North America
ambassadors

Open pop-up stores in Open 15 new stores in Europe

Market research
Europe
EXPANSIO
N
Social media marketing Open 20 new stores in Asia-Pacific region

Market research Design process Launching Active Business Attire product line

Allow for customization and

Launching online shopping application
Portfolio
personalization

diversification Supporting online shopping Free shipping on online purchases

with discounts

14
ANALYSIS STRATEGY IMPLEMENT RESULT
STARTÉGIA II. BORÍTÓ

● Tű

ANALYSIS STRATEGY IMPLEMENT RESULT

The implementation of our two-pillar strategy starts with market research, then the
marketing of the new locations and the new line, and finally putting everything into
practice

Large revenue growth Greater brand awareness

Impacts of expansion
50% of total revenue generated overseas by 2026

Increase in e-commerce Wider consumer base

Impacts of portfolio
diversification Estimated $100 million revenue generated by Business Attire product line

Estimated 35% growth in revenue by the end of FY24

16
ANALYSIS STRATEGY IMPLEMENT RESULT
 Executive summery
How to achive global growth while trying to generate 50 percent of total sales from
Challenge international markets?
Expand more towards Europe and Asia-Pacific regions with the help of portfolio
Strategy diversification and improvements in e-commerce.

Diversifying the
Open 50 new stores
Implementation

portfolio
 North America, Europe, Asia-Pacific
 Introducing the Business Attire
 Market the new locations with pop up
product line
stores
 Launching an online shopping
 Partner with celebrities and sports people
application
 Adjust prices
 Encouraging e-commerce with
discounts

50 percent of the sales are Increase revenue by 35% by

Impact 50 new stores
from outside of North America the end of FY24

17