Lululemon Athletica Brand Report

Carrie Wynn-Durbin 22496087

Business Fundimentals

Marketing

LULULEMON

TABLE OF CONTENTS

1.0 Introduction - p.02

2.0 Overview - p.03

2.1 Leadership - p.04

2.2 SWOT - p.05-06

2.3 Business Model Canvasp.07-08

3.0 Mission and Vision - p.0910 3.1 Macro Factors - p.11

3.2 KPI’S - p.11-12

4.0 Corperate Structurep.13-14

4.1 Internal Enviorment - p.15

5.0 Supply Chain Officer (Key function) - p.16

5.1 Supply Chain Transparencey - p.17

6.0 Conclusion - p.18

7.0 Refrences - p.19-21

Figure 1: Lululemon,

1.0 INTRODUCTION

This report evaluates Lululemon’s internal corporate structure and strategic business approach to analyse the company’s performance. Lululemon understands how the fashion industry is always evolving, as well as how customers are becoming more cognizant of sustainability and the consequences of the products they purchase (Mckinsey, 2022). The brand was founded in 1998 by Chip Wilson in Vancouver, Canada. Lululemon is a specialised company that offers technical athletic clothes inspired by yoga for both men and women. They seek to help customers to excel by providing them with the necessary materials and tools. Today, they implement this in their businesses all around the world. It is critical for them to develop genuine relationships with their consumers and learn about their interests to sustain a loyal clientele; they have done so by delivering free lessons, holding athletic events, and supporting local “ambassadors” (Lululemon, 2022). This has resulted in a remarkable development, with the company expanding from 174 to 574 physical locations worldwide in a decade (Statista, 2022). According to Chief Executive Officer Calvin McDonald, the firm is still growing and will develop its own footwear line over the next 12 to 18 months to stay relevant in a highly competitive market (Business of Fashion, 2022).

1: Lululemon Image (Source:Lululemon, 2022:online)

2.0 OVERVIEW

Lululemon offers a variety of sportswear goods with intelligently incorporated features resulting in a $34.8 billion USD worldwide market (Statista, 2021). They operate at the mid-market level, providing “transformational products and experiences” with prices ranging from £50 to £300 (Lululemon, 2022). The company is expanding year after year, with revenues expected to increase by 20%. Lululemon’s e-commerce business has risen tremendously throughout the years, and 2020 marked the first time the firm made more net sales through its direct-to-consumer channel with corporate-owned stores (Statista, 2021). The clothing firm went public for the first time in 2007 with a share price of roughly $332.31 USD (Google finance, 2022). The company employs over 29,000 individuals, and, like their customer base, most of the staff is made up of women, underlining the necessity of efficiently targeting this group (Statista, 2021).

COMPETITION

Previously, Lululemon’s primary goal had been to advertise to women seeking high-quality yoga pants. Since then, the brand’s product range has expanded to include yoga pants, jackets, sweaters, undergarments, and accessories for both men and women (Lululemon, 2022). The USP that distinguishes Lululemon from other yoga companies and competitors is the unique fabric they employ, which is branded ‘Luon’ premium nylon microfibre that is ideal for sports and yoga. With previous advertising focusing on male audiences and highlighting elite male athletes, the brand is surpassing rival sports companies by targeting both male and female shoppers. The brand competes with sportswear behemoths such as Nike, Adidas, and Puma, yet as of 2021, Lululemon is rated fourth among prominent sportswear firms globally (Statista 2021.)

Sales in U.S. Billion Dollars

Figure 2: Adapted by Author, global sales of the top performance apparel 2021 (Source: Statista, 2021:online)

2.1 LEADERSHIP

Since August 2018, Calvin McDonald has served as the company’s director and chief executive officer. McDonald previously held the post of head of the American area at LVMH-owned Sephora for five years, where he led the division into double-digit growth each year (Fashion Network, 2018). He is an authentic leader because he sets objectives and leads with purpose, emphasising that authenticity is achieved by being true to one’s own beliefs and ambitions (Varley, 2018:285). The company previously claimed that “with his strong consumer mindset, performance-driven attitude, and success growing people,” he is the perfect fit for the Lululemon brand and culture (Fashion Network, 2018). Calvin’s leadership philosophies have changed since the COVID-19 pandemic. In an interview with the Rotman event series, he said, “You can either learn in on your values and culture or you choose not to, and we chose to learn in.” His use of the pronoun “we” shows how he is inclusive of all other employees under his brand (Rotman, 2022). Additionally, he is seen sharing posts from customers and his co-workers on his LinkedIn profile regarding Lululemon, demonstrating how devoted he is to the company and its employees (LinkedIn, 2022). This is further demonstrated through their website as they claim it to be their “mission” to raise the world by reaching everyone’s full potential (Lululemon, 2022). Since 2019, Calvin McDonald has traded Lululemon Athletic Inc. socks more than nine times. Most recently, on March 20, 2022, he exercised 35,812 shares of LULU stock for $12,780,945 (Wallmine, 2022).

- Calvin Mcdonald 2019

2.2 SWOT ANALYSIS

STRENGHTS

• ‘Lululemon’s stores are small and profitable while serving as an anchor for the brand’s loyal customers (Calvin McDonald, 2020).

• The business operates more than 500 stores in different countries (Business of Fashion, 2020).

• They ensure they design for as many people across their business by being ‘inclusive and diverse’ meaning they are more attractive (Lululemon, 2022).

• They respect worldwide standards to guarantee adherence to standard practises, and they have environmental and social responsibilities that serve as a motivator for innovation and manufacturing standards (Lululemon, 2022). This is crucial for the brand to continue to be well-liked in a society where consumers are becoming increasingly conscious of the origins and implications of their clothing.

• As of 2022, they have a significant social media presence with several profiles for various locations. They often have marketing campaigns, such as the “sweat collective,” which offers fitness instructors a 25% discount on all purchases (Instagram, 2022).

WEAKNESSES

• Their brand recognition in the UK is only 36%, and only 8% of customers of sports and outdoor online shop users say they enjoy the brand (Statista, 2022).

• In contrast to their top rivals, the company’s items are more costly (Lululemon, 2022).

• The company is already global, but there are still a lot of locations where it is not. To be able to thrive in a cutthroat sector, the company should be trying to expand internationally (Business of Fashion, 2022).

• The brand has been damaged by the founder’s controversial comments in the past. Wilson claimed that the reason he named his firm Lululemon was that he found it amusing that “Japanese people couldn’t pronounce the letter L.” (Business Insider, 2013).

OPPERTUNITIES

• The market for children’s sporting wear has a lot of untapped potentials. In 2022, sales in the children’s clothing category a projected to reach US$237.80 billion and increase by 4.39% each year (Statista, 2022).

• Lululemon is an expensive brand for the average consumer; they need additional alternatives and lines to compete with cheaper offerings from rivals

THREATS

• They rely on social media as their primary marketing channel to enhance the value and reputation of their brand. This may suffer if they are unable to fulfil those goals and if their reputation is damaged, which might be made worse by social media (Lululemon, 2021).

• While they offer their goods through several methods, a sizable amount of their sales is made through conventional brick-and-mortar stores. Because of the COVID-19 epidemic, customers now prefer purchasing on digital platforms rather than in physical stores, and it might be challenging to replicate in-store experiences through direct channels (Lululemon, 2021).

• The scale of some of Lululemon’s rivals’ resources may make it possible for them to compete more successfully in a market where Lululemon is highly competitive, which might lead to a loss of market share and a decline in net revenue (Lululemon, 2021).

This SWOT analysis demonstrates that the organisation can survive in a highly competitive field. However, they must achieve the same degree of success as their rivals by seizing every chance to grow into new markets. Despite Lululemon having consistent financials, investors will consider the danger of intense competition into account.

Figure 3: Lululemon Bath store (Source: Author, 2022)

2.3 BUSINESS MODEL CANVAS 07

VALUE PROPOSITIONS:

Through collaborations with other companies, non-profits, and industry leaders, it creates and accelerates change in its industry. Lululemon has teamed with 7 mesh industries inc., a worldwide brand .

KEY PARTNERS: KEY ACTIVITIES: KEY RECOURCES:

Product design and development, marketing, and material research all contribute to the availability of apparel for exercise activities such as pants, shirts, shorts, and jackets. Accessories are also available.

The value proposition of straightforward as it is trendy Observing a market gap that caters to women. New performance materials are being innovated.

Supply chain management, marketing and sales management, retail operations, and customer relationship management are all examples of supply chain management. Lululemon must always strive to strengthen the value of the company’s sources of strategic competitiveness in order to retain success with its targeted demarcation strategy.

COST STRUCTURE:

Lululemon produced the operation and maintenance of distribution on the company’s supply chain. Lululemon is constantly eager to provide its customers with high-quality items at reasonable prices.

Figure 4: Adapted by Author, Lululemon Business Model Canvas (Source: Lululemon, 2022:online)

CANVAS

of lululemon is as trendy and useful. gap for athletic appeal New novel sustainable are also constantly

PROPOSITIONS: CUSTOMER RELATIONSHIPS: CHANNELS:

Lululemon offers its consumers many services imaginable. Lululemon goods are contemporary, comfortable, and fashionable, attracting a large number of customers, particularly women. The firm also provides customers with home deliveries and, on occasion, free shipping on certain items or on a specified amount. Lululemon also provides business policies, FAQs, and event information so that customers may remain in contact with the brand. In order to communicate with its clients, the company also has social media profiles.

Lululemon primarily operates through two channels: company-operated stores and direct to customers.

CUSTOMER SEGMENTS:

The intended market Is made up of stylish and educated women who appreciate the value of living an active and healthy lifestyle. More recently the brand has further tapped into the male market.

REVENUE STREAMS:

When determining the price of their product, Lululemon does not utilise a costbased pricing strategy, but rather a value-based pricing strategy. In addition to e-commerce and digital sales, the company offers its products to wholesale clients such as health clubs, fitness centres, and yoga studios to strengthen its brand image. Warehouse sales through showrooms and temporary locations are examples of other revenue streams. Lululemon recently introduced the Lululemon mirror, which contributes to the company’s income sources.

Figure 5: Lululemon Image (Source: Lululemon, 2022:online)

- Lululemon, 2022

Figure 6: Lululemon Image (Source: Lululemon, 2022:online)

“To be the experimental brand that ignites a community of people living the sweat life through sweat, grow and connect.”

3.0 MISSION AND VISION

Lululemon is a business that is driven mostly by innovation. Strategic business approaches have enabled Lululemon to significantly in expand in the athleisurewear market. Most recently, the company unveiled its “Power of Three” growth strategy, which aims to ‘quadruple international, double menswear, and double digital revenues’ (Lululemon, 2022). Women are the foundation of their business, therefore it’s critical that they recognise additional areas of potential development given that the growth of womenswear sales is already anticipated to be in the low double digits annually for the next five years (Lululemon, 2022). The company’s recent success in its foreign markets shows that the “sweat life” campaign is applicable across cultures and regions and offers the brand significant room for expansion (Lululemon, 2022). Due to technological advancements made by Lululemon in the apparel sector, such as the production of its fabric, it is harder for competitors to replicate its success, allowing them to charge higher costs and provide items that are infrequently on sale (Lululemon, 2022).

Lululemon makes it clear in its mission statement that it does not limit the experiences it wants its customers to enjoy based on the success of its products. The brand’s commitment to modelling long-lasting behavioural changes in everyone it interacts with is evident from the strong language employed in this statement (Lululemon, 2022). Boosting life quality, enhancing health, and exceeding goals make up its three components. The purpose and vision statements of this company are some of the most important components for its progress and maintenance of its own operating and practice culture.

- Lululemon, 2022

“To elevate the world from mediocrity to greatness.”

3.1 MACRO FACTORS

Given that our society is becoming more ecologically aware, sustainability has a significant influence on Lululemon’s direction and performance. Lululemon discusses ways to reduce its own environmental impact on its website under the sustainability section. To ensure an environmentally friendly supply chain, Lululemon joined the Sustainable Apparel Coalition and required its vendors to use the IGG index 2.0 facilities module, which considers environmental impact areas and gives vendors the ability to scale sustainability improvements (Lululemon, 2020). Although the company speaks about measures to enhance the environmental effect, experts have discovered that the brand is not as sustainable as we may have thought since there is no proof that it has made significant work to decrease or eliminate dangerous substances (Good on You, 2022). The brand may suffer because of this report since they fall short of complete transparency in its supply operations.

In the face of a potential recession, many firms are reducing their development objectives; nevertheless, Lululemon is advancing its development plan. The strategy to enter the Spanish market validates the brand while skilfully handling the macro headwinds (Drapers, 2022). Sales for the company are projected to be between $7.61 billion and $7.71 billion in fiscal 2022, up from a previous prediction of between $7.49 billion and $7.62 billion (CNBC, 2022), demonstrating the company’s resilience in tough circumstances.

3.2 KPI’S

Net Revenue by Segment

Figure 7: Lululemon Image (Source: Lululemon, 2022:online)

Figure 8: Net Revenue by Segment (Source: Lululemon, 2021:online)

Calvin McDonald, the CEO of Lululemon, uses strategic pricing to adopt cost leadership. Prices are established based on several elements, such as the value of the invention and an examination of the range within the product category and market. The business makes sure that its clothing outperforms its competitors’ offerings in terms of performance. Due to its competitive positioning, the brand needs to provide relatively little in the way of discounts, maximising profits (Marketing Week, 2022). Through consistently developing innovative materials, such as “Loun,” “Everlux,” and “Nulu,” which enhance consumers’ maximum performance potential, Lululemon maintains differentiation from its rivals (Lululemon, 2022). They focus on community-driven marketing strategies by creating a network of brand ambassadors to promote the company to maximise brand recognition. They have 47 global ambassadors that organise gatherings at Lululemon stores for activities like yoga and advertise the company on their wellliked social media platforms. The ambassadors are given early access to new products and ongoing assistance to grow their own businesses to maintain their interest and loyalty (Lululemon, 2022).

3.3 STRATEGIC DIRECTION AND PREFORMANCE

Figure 9: Lululemon Fabrics(Source: Lululemon, 2022:online)

Luon® Nulu™ Everlux™

CEO

Calvin Mcdonald

Sun Chloe

Averill

Susan Gelinas Finical Officer Meghan Frank

Since its establishment in 1998, Lululemon has been enabling people to attain their best potential by offering the necessary skills and resources (Lululemon, 2022). With a worldwide presence of 19,000 workers, 506 locations, and 17 countries, it is critical for the brand to maintain an equal, inclusive, and growth-oriented workplace (Lululemon, 2022). The brand’s success may be traced back to the organisational structure that’s been put in place.

The company has implemented a functional organisational approach in which departments are divided according to their functions (Accounting Tools, 2022). Lululemon has organised its business into six distinct divisions: strategy, community and brand, creative, human relations and culture, retail in America, and visual merchandising (Lululemon, 2022). There are other areas within these categories, such as tax and e-commerce (Lululemon, 2022). Each of these divisions has managers who report and provide input to higher-level authorities such as the CEO, directors, and chairmen (Lululemon, 2022). This helps the brand to quickly collect input from many departments, allowing the business to function efficiently and effectively. The firm strives to keep the structure as flat as possible, which means that decision-making is distributed throughout the organisation. This is considered a forward-thinking innovative method of working that reflects the brand’s ambition to achieve goals (NI Business, 2022). As a result, the entire company benefits, providing critical cross-communication to develop and distinguish the goods supplied (Lululemon, 2022). Management seeks to have information flow from the design process to retail store shelves in around 45 days (Lululemon, 2022.) Using this framework helps the brand to anticipate more correctly, perform more efficiently, stay within budget, and apply strategic planning.

Figure 11: Lululemon Image (Source: Lululemon, 2022:online)

“IDEA (Inclusion, Diversity, Equity, and Action) focuses on making systemic changes. We’re determined to be accountable, engaged, and to act in allyship.”

“We are proud of the progress we’re making and are ensuring IDEA is an essential element of lululemon’s culture that we will continue to embrace and grow.”

- Lululemon, 2022

4.1 INTERNAL ENVIRONMENT

Lululemon exhibits its focus on the female target market by employing 75% female workers in it’s supply chain while also having a high percentage of females in the boardroom (Lululemon,2022). The company has a strong vision of finding potential in everyone and aspires to pave the way for change for workers, guests, and communities by leveraging its principles. It is considered that their staff flourish because they provide a diverse and inclusive atmosphere (Lululemon, 2022). This will eventually lead to smarter judgments, more individual and shared growth, and a better knowledge of the communities they serve.

As the firm grows, they are also committed to developing better employees; they promise to ‘care and support the whole person, wherever their journey takes them’ (Lululemon, 2022). Their mission is to build ‘global leaders’ by assisting individuals in discovering and valuing their own talents and engaging in team co-creation, with the notion that variety of experience, skill, and perspective leads to significant creativity (Lululemon, 2022). This reflects the company’s mission and vision statements, as they want to see their workers’ full potential in all aspects of their organisational structure.

Figure 12: Lululemon Image (Source: Lululemon, 2022:online)

Figure 13: Lululemon Image (Source: Lululemon, 2022:online)

5.0 SUPPLY CHAIN OFFICER (KEY FUNCTION)

Ted Dagnese is the Chief Supply Chain Officer of Lululemon, a position he has held since 2016. He is responsible for all elements of supply chain management, including global vendor base, product quality, raw materials development, distribution, and logistics (LinkedIn, 2022). Vice presidents in product quality, distribution and logistics, trade, and global sourcing also work in this sector (The Org, 2022).

Supply chains have the capacity to make or break a company. As the delivery goliath raises expectations of how fast and cheaply things can be delivered, it is more critical than ever that supply chains are well-managed (M. Nutburn, 2019). The Chief Supply Chain Officer guarantees that consumers receive their favourite Lululemon items when they need them by overseeing critical procedures. One of the most essential supply chain duties and responsibilities is to manage customer service; the client should be prioritised and always receive what they desire (F. John, 2019). They should also strive to enhance their financial posture; it must be ensured that customers will return to purchase the items to preserve loyalty and distinguish the brand from rivals (F. John, 2019). The production costs of the products must be decreased, but the quality of the item must be improved by ensuring that the raw materials and manufacture of the products fulfil ethical and fair-trade criteria (F. John, 2019).

5.1 TRANSPARENT SUPPLY CHAIN

As sustainable education moves to the forefront of the fashion industry, consumers are looking for innovation and transparency within supply chains. A lack of supply chain transparency may now put a company out of business, as governments, customers, and stakeholders continue to put pressure on corporations to reveal more information about their supply chains (A. Bateman, L. Bonanni, 2019). Supply chain transparency needed businesses to understand what was going on upstream in the supply chain and to convey this information both internally and publicly (A. Bateman, L. Bonanni, 2019). It is becoming more important as consumers demand it. For example, researchers at the MIT Solan School of Management discovered that consumers may be willing to pay 2% - 10% more for products from companies that provide greater supply chain transparency. In this study, consumers valued information about worker treatment and the seller’s efforts to improve working conditions (A. Bateman, L. Bonanni, 2019). Lululemon’s website promotes the notion of sustainability by displaying the transparency of its supply chains through reports. The firm considers its environmental and ethical objectives to be a driving force for innovation and resilience across its brand (Lululemon, 2022). They believe that a responsible supply chain starts with their decisions, therefore they have worked with suppliers that share their values and dedication to the well-being and safety of the people who create the goods (Lululemon, 2022). The company is expanding its methods and developing solutions to improve goods and reduce their negative consequences, with an emphasis on using sustainable materials and adapting the notion of a circular economy (Lululemon, 2022). Lululemon is also conscious of its carbon footprint, working toward a carbon-neutral future by reducing emissions (Lululemon, 2022). If they fulfil these objectives, they will retain their existing client base while also attracting new ethically minded consumers.

Figure 14:

(Source:Lululemon,

6.0 CONCLUSION

Lululemon has proved that they have the capabilities required to survive in this present economic situation in all facets. Sustainability and innovation are developing at a rapid pace, making it more difficult for companies to thrive than ever before. According to reports, customers are clamouring to question transparency within the businesses they know and love (A. Bateman, L. Bonanni, 2019), therefore Lululemon must become more aware of their practices and the long-term effects they may have socially and environmentally. They are continually developing new sustainable materials and searching for new methods to lower their carbon footprint within their supply chain to guarantee they are following ethical standards (Lululemon, 2022). Along with an authentic leadership figure, the brand may flourish and motivate all its workers inside the organisational structure, highlighting the importance of cooperation in achieving success (Lululemon 2022). The company is striving to enter new areas, such as footwear, to remain relevant in a highly saturated and competitive business (Business of Fashion, 2022). Their approach of outperforming its customers in all aspects of life and performance will continue to drive the brand to develop strong relationships with its customers, assuring loyalty and a return on investment (Lululemon, 2022). To be current, they must be receptive to new technology and changing customer behaviours. As consumer attitude shifts toward a more digital presence, the company may suffer a loss if it continues to establish brick-and-mortar locations; instead, it should seek to extend its web presence globally (Drapers, 2022). Despite Lululemon’s stable financials, investors will assess the threat of intense competition, which might result in a share loss as sportswear behemoths such as Nike continue to exceed above and beyond Lululemon’s revenue (Statista, 2022.) To summarise, Lululemon will continue to prosper in a highly competitive market provided they follow through on their mission and vision statements while still being innovative as the fashion industry advances.

7.0 REFRENCES 19

About Us (n.d.) corporate.lululemon.com. [Online] [Accessed on 1st December 2022] https://corporate.lululemon.com/about-us.

Bateman, A. and Bonanni, L. (2019) What Supply Chain Transparency Really Means. Harvard Business Review. [Online] [Accessed on 20th December 2022] https://hbr.org/2019/08/what-supply-chain-transparency-really-means.

Berg, A. (2022) How current global trends are disrupting the fashion industry | McKinsey. www.mckinsey.com. [Online] [Accessed on 5th December 2022] https://www.mckinsey.com/industries/retail/our-insights/ how-current-global-trends-are-disrupting-the-fashion-industry.

Bloomberg (2020) Lululemon Defies Brick-and-Mortar Woes in Plan To Add Stores. The Business of Fashion. [Online] [Accessed on 9th November 2022] https://www.businessoffashion.com/articles/retail/lululemon-defies-brick-and-mortar-woes-in-plan-to-add-stores/.

Bragg, S. (2021) Functional organizational structure definition. AccountingTools. [Online] [Accessed on 11th December 2022] https://www.accountingtools.com/articles/functional-organizational-structure.

Calvin McDonald Net Worth (2022) – wallmine.com (2022) gb.wallmine. com. [Online] [Accessed on 3rd December 2022] https://gb.wallmine. com/people/65382/calvin-mcdonald.

Dcomisso (2020) Flat organisational structure. nibusinessinfo.co.uk. [Online] [Accessed on 11th December 2022] https://www.nibusinessinfo. co.uk/content/flat-organisational-structure.

Inclusion Diversity and Equity | lululemon UK (n.d.) www.lululemon.co.uk. [Online] [Accessed on 12th November 2022] https://www.lululemon. co.uk/en-gb/c/community/about-us/inclusion-diversity-and-equity.

Kent, S. (n.d.) How Lululemon Built Athleisure’s Leading Brand. Key, A. (2022) Lululemon leaps into Spain. Drapers. [Online] [Accessed on 10th December 2022] https://www.drapersonline.com/news/lululemon-leaps-into-spain.

Kunst, A. (2022) lululemon brand profile UK 2022. Statista. [Online] [Accessed on 1st December 2022] https://www.statista.com/forecasts/1252335/lululemon-sports-and-outdoor-online-shops-brandprofile-in-the-uk.

Leading in crisis: How the pandemic shaped lululemon CEO Calvin McDonald’s (Executive MBA ’00) view on leadership | Student and Alumni Stories | Rotman School of Management - Rotman School of Management (2022) www.rotman.utoronto.ca. [Online] [Accessed on 29th November 2022] https://www.rotman.utoronto.ca/Degrees/LifeAtRotman/StudentStories/EMBA-CalvinMcDonald.

Lululemon (2021) 2020 Impact Agenda.

Lululemon (n.d.) Annual Report 2021. https://corporate.lululemon.com/~/ media/Files/L/Lululemon/investors/annual-reports/lululemon-athletica-inc-ar2021.pdf.

Lululemon (2019) History | lululemon athletica. Lululemon.com. [Online] [Accessed on 9th November 2022] https://info.lululemon.com/about/ our-story/history.

Lululemon (2022) LULULEMON 2021 IMPACT REPORT. Lululemon Athletica Inc (0JVT) Stock Price & News - Google Finance (2022) www.google.com. [Online] [Accessed on 10th November 2022] https:// www.google.com/finance/quote/0JVT:LON?sa=X&ved=2ahUKEwiZr56VoKH7AhVJT8AKHZYICR4Q3ecFegQIFRAi.

Lululemon names Calvin McDonald as new CEO (2018). [Online] [Accessed on 29th November 2022] https://ww.fashionnetwork.com/news/lululemon-names-calvin-mcdonald-as-new-ceo,1000823.html.

Our Sustainability | lululemon UK (n.d.) www.lululemon.co.uk. [Online] [Accessed on 3rd December 2022] https://www.lululemon.co.uk/engb/c/community/about-us/our-sustainability.

Peterson, H. (2013) 8 Outrageous Remarks By Lululemon Founder Chip Wilson. Business Insider. [Online] [Accessed on 4th December 2022] https:// www.businessinsider.com/outrageous-remarks-by-lululemon-founderchip-wilson-2013-12?r=US&IR=T.

Repeat (2021) Forbes EQ BrandVoice: What Lululemon’s Latest Campaign Tells Us About Loyalty. Forbes. [Online] [Accessed on 20th November 2022] https://www.forbes.com/sites/forbeseq/2021/08/31/what-lululemons-latest-campaign-tells-us-about-loyalty/?sh=25da12296dc1.

Sports & Outdoor - China | Statista Market Forecast (n.d.) Statista. [Online] [Accessed on 17th November 2022] https://www.statista.com/outlook/ dmo/ecommerce/toys-hobby-diy/sports-outdoor/china.

Statista (2021) Leading sportswear companies by sales worldwide 2018 | Statista. Statista. Statista. [Online] [Accessed on 20th November 2022] https://www.statista.com/statistics/900271/leading-sportswear-andperformance-wear-companies-by-sales-worldwide/.

Thomas, L. (2022) Lululemon raises guidance as customers keep spending despite higher prices. CNBC. [Online] [Accessed on 5th December 2022] https://www.cnbc.com/2022/06/02/lululemon-lulu-q1-2022-earnings-beat-estimates.html.

Tighe, D. (2011) lululemon athletica stores, by country worldwide 20112018 | Statista. Statista. Statista. [Online] https://www.statista.com/statistics/291231/number-of-lululemon-stores-worldwide-by-country/.

Tighe, D. (2022a) lululemon: retail stores worldwide 2012-2021. Statista. [Online] [Accessed on 15th November 2022] https://www.statista.com/ statistics/564448/retail-stores-forecast-of-lululemon/.

Tighe, D. (2022b) Topic: lululemon athletica. Statista. [Online] [Accessed on 10th November 2022] https://www.statista.com/topics/2975/lululemon-athletica/#topicHeader__wrapper.

Varley, R., Roncha, A., Natascha Radclyffe-Thomas and Gee, L. (2018) Fashion management : a strategic approach. London: Red Globe Press, p. 285.

7.1 INFOGRAPHIC REFRENCES

Figure 1: Marketing shoot (Source:Lululemon, 2022:online)

Figure 2: Adapted by Author, global sales of the top performance apparel 2021 (Source: Statista, 2021:online)

Figure 3: Lululemon Bath store (Source: Author, 2022)

Figure 4: Adapted by Author, Lululemon Business Model Canvas (Source: Lululemon, 2022:online)

Figure 5: Lululemon Image (Source: Lululemon, 2022:online)

Figure 6: Lululemon Image (Source: Lululemon, 2022:online)

Figure 7: Lululemon Image (Source: Lululemon, 2022:online)

Figure 8: Net Revenue by Segment (Source: Lululemon, 2021:online)

Figure 9: Lululemon Fabrics(Source: Lululemon, 2022:online)

Figure 10: Lululemon Organizational Structure (Source: The Org,2022:online)

Figure 11: Lululemon Image (Source: Lululemon, 2022:online)

Figure 12: Lululemon Image (Source: Lululemon, 2022:online)

Figure 13: Lululemon Image (Source: Lululemon, 2022:online)

Figure 14: Lululemon image (Source:Lululemon, 2022:online)