A Swot Analysis Of Lululemon s Market - 1692 Words

I. SITUATION ANALYSIS Lululemon is the third leading speciality sports apparel store, behind Nike and Adidas (appendix 1), retailing for women and a small range of men. They have capitalised on the growing trend of fashionable gym and street clothes (Ibisworld, 2016). Their vision is â€Å"Elevating the world from mediocrity to greatness†, through their 350 stores and online store shipping to 80 countries (Lululemon, 2016). A SWOT analysis in appendix 2 reveals the sustainable niche of Lululemon’s market, while below demographics, social trends and environment macro-environmental factors are discussed due to their relevance to Lululemon as a modern brand, the others are outlined in appendix 3. Macro-environmental factors: Demographics is the salient macro-environmental force for driving Lululemon’s success in a very competitive market and defines their target market (Ibisworld, 2016). Lululemon’s core demographic profile is females aged 23-34 (gen y) and 17-19 (gen z) (Molly o shea, 2015). Generation y is the largest demographic purchasing new technological gadgets and fashion apparel (Larissa Faw, 2012). The L.A Times also reported â€Å"Women in their 20s and 30s are spending money on workout gear because they feel a need to impress their peers.† Lululemon is successful through their online platforms by building brand awareness this appeals to generation z known as the digital natives (Creative Concepts, 2016). Lululemon has already built a strong market through females, howeverShow MoreRelatedSwot Analysis For Lululemon Athletica1043 Words   |  5 PagesSWOT Analysis for lululemon athletica a. Current Strengths i. The commitment of the employees of lululemon athletica 1. Evidence from case: The employees commit to living a certain type of lifestyles in order to represent the company and the message behind it. (Page C-97) 2. 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