Author Information

Hanna Jo KosbabFollow

Presentation Type

Presentation

Faculty Mentor’s Full Name

Dr. Amy Minto

Faculty Mentor’s Department

School of Business

Abstract / Artist's Statement

Strategic Analysis of Lululemon Athletica Inc.

Hanna Kosbab

Lululemon Athletica Inc. (Lululemon) is one of the biggest players in the athletic apparel industry. Lululemon has managed to corner a niche in the apparel industry and capitalized on brand recognition and superior performance materials. However, there is always room to grow within the industry and into new potential spaces. This strategic analysis seeks to evaluate Lululemon’s current position and offer suggestions for future strategies. I began this project by conducting extensive research into the current state of the industry and business practices for Lululemon. Using various business and financial publications, this strategic plan will examine the external industry-wide environment in which Lululemon competes. Brief findings from this review found that differentiation is one of the most successful strategies for athletic apparel companies to adopt. This analysis will also address the company's current internal environment including financial fitness, competencies and current strategies. Lululemon's current favorable financial situation, compared to similar companies, allows them to invest in superior materials and marketing techniques to gain brand recognition allowing the company to remain competitive within the industry. This information was summarized and used to form strategic recommendations for Lululemon moving forward. These recommendations include financial prioritization, new industries to expand into (including their current Mirror fitness acquisition) and marketing initiatives. The overarching purpose of this analysis is to take a holistic business approach to growth strategies within the athletic apparel and fitness industry and to address how Lululemon can take advantage of these opportunities.

Category

Social Sciences

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Strategic Analysis of Lululemon Athletica, Inc.

Strategic Analysis of Lululemon Athletica Inc.

Hanna Kosbab

Lululemon Athletica Inc. (Lululemon) is one of the biggest players in the athletic apparel industry. Lululemon has managed to corner a niche in the apparel industry and capitalized on brand recognition and superior performance materials. However, there is always room to grow within the industry and into new potential spaces. This strategic analysis seeks to evaluate Lululemon’s current position and offer suggestions for future strategies. I began this project by conducting extensive research into the current state of the industry and business practices for Lululemon. Using various business and financial publications, this strategic plan will examine the external industry-wide environment in which Lululemon competes. Brief findings from this review found that differentiation is one of the most successful strategies for athletic apparel companies to adopt. This analysis will also address the company's current internal environment including financial fitness, competencies and current strategies. Lululemon's current favorable financial situation, compared to similar companies, allows them to invest in superior materials and marketing techniques to gain brand recognition allowing the company to remain competitive within the industry. This information was summarized and used to form strategic recommendations for Lululemon moving forward. These recommendations include financial prioritization, new industries to expand into (including their current Mirror fitness acquisition) and marketing initiatives. The overarching purpose of this analysis is to take a holistic business approach to growth strategies within the athletic apparel and fitness industry and to address how Lululemon can take advantage of these opportunities.