LuluLemon Brand Discussion Paper
BACKGROUND
BRAND: LuluLemon – https://shop.lululemon.com/
Repositioning Statement– To women who exercise, Lululemon is the athletic apparel brand that provides the most comfort during workouts, because of the sweat-wicking, four-way stretch fabric our clothes are made of.
The new associations we want to create include such terminology as: sweat resistant, stretchy, wicking, breathable, lightweight.
The associations we would want to shed include such terminology as: expensive, luxury, trendy, fashionable.
When they think of Lululemon, we would want consumers to focus less on how the clothes look (trendy) and instead focus more on how the clothes feel (comfortable).
We would want to shed our existing associations because often such terms as luxury, trendy and fashionable have an underlying implication that the customer must sacrifice comfort.
CAUSE– Living Wage
QUESTION- 2 or 3 pages
Describe specific tactics that the brand could/should adopt were it to engage with this cause in order to be as much as possible on strategy, on brand and profitable. While you may feel certain that this is the wrong approach imagine for example that a board member has close ties to this specific cause and insists you take actions to ensure the brand is supportive.