Lululemon
The author of this report is to offer a brief report on the company that has come to be known as Lululemon Athletica. The company has had to endure a number of public relations and product issues in recent years. Indeed, nearly a fifth of their product volume had to be recalled due to overly sheer pants and this problem was compounded when women were degraded by being asked to bend over and otherwise prove that the pants were overly sheer. Not long after that, the CEO at the center of this defect demonstration flap bowed out and there were also a number of lawsuits field as a result of the whole kerfuffle. This report will cover the marketing goals and strategies and there will also be a recommendation made about all of the above. While Lululemon has made some major miscues in recent years, they can certainly recover from their misdeeds and missteps.
Analysis
The marketing goals and objectives for Lululemon are fairly clear. They market and sell a rather niche form of yoga gear. Indeed, yoga is about form, fitness and function (Lululemon, 2015). For yoga pants to do their job, they have to be stretchable and functional. However, Lululemon also focuses on making them stylish, attractive and figure-flattering (Dulaney, 2014). Their competition would range from the cheaper yoga pants found at stores like Wal-Mart and Target to the other niche and more fashion-conscious competitors that exist in the market...
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