Lem n by Lululemon
A BRAND BY LULULEMON ATHLETICA INC.
MCKENNA BOOTH AND ANDREA SCHUKLER
History
 Lululemon Athletica Inc. is a self-described yoga-inspired
athletic apparel company based in Vancouver, British
Columbia, Canada.
 It was created by Dennis “Chip” Wilson in 1998 when he
noticed more women were participating in sports and in
accordance with his thoughts on yoga being the optimal
way to maintain athletic excellence.
 There is currently 201 Lululemon stores and serves the
United States, Australia, New Zealand and Canada
 In 2012, total revenue made in the US was $1 billion
Fabrics That Sets Them Apart
 Luon®
 This is lululemon's signature, original fabric primarily used in the yoga lines for
women and men. Here are your need-to-know attributes about our favorite fabrics.
luon® is wicking, offers 4-way stretch and is preshrunk
 the high percentage of LYCRA® in the fabric means it will not stretch or
bag out
 the nylon used in luon® is made to feel cottony soft at the yarn stage
which is why it offers such great coverage
 Luxtreme®
 Lululemon's fastest wicking fabric, Luxtreme® is primarily used in
running gear for women and men. The moisture wicking is inherent in
the fabric so it will last for the life of the garment.
 Transluxent™
 We engineered this lightweight fabric so we could design race-ready
underwear that would stay in place. This moisture-wicking fabric
provides amazing shape retention and a silky feel. The high spandex
content allows for precision laser cutting that helps eliminate VPL
(visible panty lines).

Target Audience
 Lululemon’s current primary target market is the
“Active Young-thinking Woman”. Women who are
appearance-conscious, physically fit/active, well
educated, aged 16-45, in the upper to middle class
and residing in North America. Lululemon is using a
niche marketing strategy, going after a very narrowly
defined market segment, in which they have had
great success.
 Most recently Lululemon has targeted men with the
apparel line who are in the upper to middle class
who spend time on their fitness outdoors.
Lululemon Athletica Inc.
 Products
 Women’s: Tops, bottoms, yoga pants, sports bras, swim suits,
dresses, accessories, jackets and hoodies, tanks, wunder unders,
crops, shorts, skirts, headwear, bags

Men’s: Tops, jackets and hoodies, shorts, pants, accessories, hat

Yoga Mats and props
Socks and underwear

Women’s
 Price Points
 Tops: $58 - $128
 Tanks: $42 - $68
 Swim: $54 - $78
 Pants: $88 - $128
 Sports Bras: $42 - $68
 Jackets and Hoodies: $98 - $148
 Skirts and Dresses: $58 - $64
 Headwear: $12 - $32
 Wunder Under: $72 - $98
 Shorts: $42 - $54
Men’s and Accessories
 Price Points
 Tops: $44 - $148
 Jackets and Hoodies: $108 - $198
 Shorts: $58 - $88
 Pants: $88 - $128
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Bags: $48 - $158
Socks and Underwear: $14 - $48
Yoga mats and Props: $12 - $88
Lem n by Lululemon
 Target Audience
 Like the main brand Lululemon, Lemon will target young
women ages 13- 35 who are style conscious but are interested
in fitness and are involved in sports.
 These women will be of working to middle class with an
income level that does not allow for unnecessary spending that
still want a quality product at half the price.
 In the future Lemon by Lululemon hopes to expand into an
affordable men’s athletic gear brand but for now it will be only
available to women.
 The products created by Lemon by Lululemon will use brighter
colors and more designs to make the brand appropriate for the
younger crowd while standing out and sustaining its quality.
Women’s
 As a secondary brand, Lemon by Lululemon will only
carry a fraction of the products sold at Lululemon
but will produce the more important, staple items.
 Products
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Pants/ Leggings $28 - $48
Shorts $15 - $35
Tanks $12 - $25
Tops/ Jackets $15 - $35
Sports Bras $12 - $25
When Life Gives You Lem n
 Lemon by Lululemon will be sold exclusively in
Khol’s at a fraction of the prices found in Lululemon
stores.
 Why will Lemon by Lululemon be successful?
 The lower prices allow a larger population to afford the
products
 The name Lululemon attached to the brand gives it the
prestige and reputation that original brand created
 The products are still higher quality fabrics than other, more
inexpensive athletic merchandise
Competition
 There are many athletic apparel companies that sell
their products at a lower price in department stores.
Some of the stores even sell their own line.
 What sets Lemon by Lululemon apart is the
reputation Lululemon has secured and that the
secondary brand will still produce high quality
apparel using specific fabrics that its competitors do
not.
 Competition at Khol’s
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Nike
Tek Gear
FILA Sport