Introduction

lululemon is a very successful company that specializes in yoga clothing and a healthy lifestyle. They have creative strategies and innovative ways to run their business. They are well known by the market that they target to. lululemon needs to broaden the market that they are targeting by repositioning their clothing to more than just yoga activities. By doing this they will make more people aware of the great quality of their clothing and gain even more success in the future.
Executive Summary lululemon is a company of growing success with a strong competitive advantage and a good understanding of the market. Their mission statement shows that they are concerned for the well being of their company, but more importantly their customers. They also have core values that help direct all their decisions to follow the needs and wants of the company. Considering they only provide a specific product to a small segment of the entire market, they offer a niche competitive advantage. However, they also provide the advantage of product differentiation. They demonstrate this through the environmental considerations of making their products from recyclable materials. This provides their company with an advantage against their competitors through these two strategies. lululemon’s primary target market would be women, ages 18 to 45 who value the sense of style and comfort. One of their secondary target markets would be stay at home mothers who need the flexibility within the material but still like to look their best. The other secondary target market that lululemon aims to is men. All three of these target markets consist of people who are financially responsible and are in the middle to upper class of society. These people are also concerned with their image and consider fitness important.
Through repositioning the current products that lululemon