Lululemon White Paper

 

 

 

 

Some Problems

Lululemon has become very popular and developed a very loyal customer following, however it has run into some problems in recent years. One problem comes in the form of Lululemon’s exclusionary sizing and prices. Another problem is that quality has decreased over the past five years resulting in millions of dollars of product recalls. Lastly, the limited number of Lululemon stores in the United States and Canada restricts many buyers to online sales which does not offer customers the true Lululemon in-store experience.

 

 

 

 

The Solution

All of these problems can be resolved with a few simple solutions that will increase Lululemon’s profits and add tons of loyal new customers. Here are just a few suggestions:

 

• Expand clothing line: become more inclusive of different body shapes and sizes by creating a tall, petite, plus-size, and maternity line

• Create an off - brand label: offer lower cost products to customer under a different brand while maintaining the luxury of the Lululemon name

• Improve product quality: return manufacturing to Canada in order to improve product quality and reduce the number of recalls that have cost the company so much money and reduced customer satisfaction

• Increase outlet store locations: introduce online shoppers to the Lululemon experience of free in-store yoga classes and community events

 

 

 

The Impact

Only small changes are needed to improve Lululemon. By expanding clothing lines, labels, improving product quality, and increasing store locations Lululemon can dramatically advance their business.