alo yoga & lululemon A comparative analysis
Alo Yoga
Alo Yoga was founded in 2007 in Los Angeles by Danny Harris and Marco DeGeorge The brand focuses on premium activewear and lifestyle The name Alo stands for Air, Land and Ocean, symbolising their commitment to an ecoconscious lifestyle Alo has a higher, premium price point with leggings ranging from £88 - £168 and sports bras ranging from £38 - £144 At this price, Alo focuses on comfort and durability within their products. Whilst mainly focusing on women's yoga apparel, they have also expanded into a unisex and mens line and have recently expanded into skincare and wellness products Alo has gained huge popularity through celebrity endorsements with the likes of Kendall Jenner, Hailey Bieber and Gigi Hadid Alo has a mission to welcome yoga into the world not just as a practice but as a lifestyle with the aim to create high-quality and fashion-forward active wear “We are relentless about making the best yoga clothing in the world explicitly to inspire yogis (and yogis to be) to have more yoga in their life Inspiring mindful movement is at the core of why we do what we do at Alo it’s our calling Because mindful movement leads to better living. This is the real meaning of studio-to-street: Taking the consciousness from practice on the mat and putting it into the practice of life” (Alo 2025)
Spreading mindful movement, inspiring wellness and creating community.
- alo
Financials
In 2024, Alo Yoga's annual revenue was reported to be around 250 million US dollars The yoga wear brand also paid influencers an average of over 1,600 US dollars for each sponsored post on social media. (Statista 2025) (See Appendix A).
(Figure 1: Statista 2025)
Timeline
2007
In 2007, Alo was founded by Danny Harris and Marco DeGeorge in LA
2022
Alo entered the Canadian market in 2022, introducing a store at 60 Bloor Street West, in Toronto. (retail insider 2022)
2016
Their flagship store was opened in 2016 featuring a rooftop yoga studio and cafe (well+good 2016)
2023
In November 2023, Alo expands into the UK market by opening their first store on King's Road (theindustryfashion 2023)
2020
Alo expanded into beauty and wellness in 2020, introducing Alo glow system
2024
Alo welcomes BTS member, Jin as the newest global brand ambassador with plans to open a flagship store in Seoul
(Figure 3)
SWOT Analysis Weaknesses
Strengths
Strong brand Identity
Alo have been able to create a distinctive brand identity whilst focusing on modern mindfulness Their unique approach sets them apart from competitors in the market
Diversified product range
Alo offer a range of products beyond just yoga apparel, from trainers and outdoor gear to skincare
Available in a variety of channels
Alo operates through its own physical stores, on e-commerce and social media, making them accessible to a broad audience
Influencer & Celebrity Endorsements
The brand is constantly visible on celebrities with the likes of Kendall Jenner and Hailey Bieber making ithem attractive to consumers
Opportunities
International expansion
Expanding into new markets internationally can help Alo grow their customer base worldwide
Expanding menswear
By strengthening their menswear line, Alo has the opportunity to welcome a new segment of customers
Philanthropic
Alo can use their platform, Alo moves to promote wellbeing and good practices to create engagement whilst working with charities
Enhance sustainability efforts
Alo can make more efforts to be more transparent about their use of eco-friendly materials and their manufacturing process, making them more attractive to consumers
Premium price point
Alo offers products with a high price point, making them less accessible for costconscious consumers
Sizing & Inclusivity
Alo has limited sizing options which can alienate certain demographics
Limited target market
Alo primarily targets the niche market of yoga practitioners and fitness enthusiasts
While this focus allows the brand to tailor its products to specific needs, it may also limit its potential for growth beyond this target market (Osum 2024)
Reliant on the yoga industry
As alo specialises in yoga apparel, they heavily rely on the popularity of day to day yoga apparel
Threats
Price elastic products
With a premium price point, consumers may opt for a cheaper alternative if they cut back on unnecessary spending
Counterfits & Fast Fashion
As a premium brand, Alo is at risk of counterfits products being produced at a cheaper price point
Changing customer preferences
With customer preferences changing and trends shifting rapidly, Alo needs to continue to evolve to keep up with changing demand
Sustainability
expectations
As customers demand more ethical production, brands can face extra costs to be able to manufacture ethically and source ethical products
Current CSR
Environmental Responsibility
Alo’s head office and flagship store in LA are both run on solar power They also have electric car chargers, paper-free warehouses and recycling programmes They use non-toxic dyes, recycled fabrics and eco-friendly packaging (BrandInsider, 2024) Alo Yoga claims to use eco-friendly materials such as recycled polyester, organic cotton, and TENCEL™ in their clothing (Genny yoga 2024) Alo Yoga has also implemented traceability measures through certifications from third-party organizations such as Global Organic Textile Standard (GOTS) and Oeko-Tex Standard 100 These certifications ensure that the materials used in Alo Yoga’s products are free from harmful substances and meet strict environmental and social criteria (Genny yoga 2024)
Social Responsibility
They have a 100% sweatshop-free production and have worked hard to earn a WRAP Platinum Certification To achieve this certification, brands must ensure they are fulfilling their social compliance obligations and remain compliant with WRAP’s 12 principles WRAP guarantees three main points; fair wages, save working conditions and standard working hours Alo Gives Back is an initiative that supports emerging yoga teachers by providing them with resources and opportunities through workshops and classes This not only helps grow the yoga community but also supports individuals who are passionate about spreading the practice of yoga (Genny yoga 2024)
Philanthropic Responsibility
Alo gives - this non-profit programme provides yoga and mindfulness sessions to schools, promoting mental and physical well-being They work with the organisation Baale Mane, who work to empower disadvantaged girls by providing a home, education, and holistic development to girls from rural communities surrounding the city of Bangalore, India (Baale Mane 2025), Alo provides these girls with the opportunity to practise yoga in this space They respond to natural disasters such as the LA wildfires by distributing care packages to those affected and inviting any volunteers to help (see appendix A)
Economic Responsibility
Alo provides thousands of jobs globally, from manufacturing to retail and digital operations, as well as employment opportunities in local communities By expanding globally, they are supporting global and local economies by launching stores and e-commerce platforms They contribute to the economy by paying taxes responsibly in the countries where they operate As the Alo Gives programme contributes to education and mental well-being, it can have positive long-term effects on these communities With a focus on quality products, it ensures the longevity of their clothing and encourages people to shop responsibly, attracting existing economically responsible consumers who value quality and longevity
Lululemon
Lululemon Athletica was founded in 1998 by Chip Wilson in Vancouver It originally started as a design studio during the day and then became a yoga studio at night Its first store was opened in 2002 Lululemon also has a premium price point, with their leggings ranging from £44 to £128 and their sports bras ranging from £19 to £68 They have a wide product range, mainly focusing on women's athleisure and expanding into a men's line while introducing accessories such as yoga mats and water bottles. They have Lululemon educators who are online to engage with customers to promote products and provide fitness advice, increasing their online presence. Lululemons mission goes beyond yoga and fitness apparel, by pushing people to reach their full potential and to build a strong and connected community Their vision is to be the go-to brand for wellness and experimenting that brings together a community of health and fitness enthusiasts It is deeply rooted in making people feel their best through movement and connection.
Be Well, Be Human, Be Planet.
-lululemon
Financials
(Figure 4 Global Data 2025)
(Figure 5: Statista 2025)
In 2023, Lululemon made $3.5b through e-commerce sales which makes up just over half of their total revenue for that year This shows a good balance between their online presence and their brick and morter stores making close to equal sales
£6.75b
2023 total sales
Image
Nick Maggio
Timeline
1998
Originally as a design and yoga studio, Lululemon was founded by Chip Wilson in Vancouver, Canada
2014
In 2014, Lululemon expands into the European market with their first store in Covent Garden
2000
Shortly after in 2000, Lululemon opened its first store on West 4th Avenue in Vancouver’s Kitsilano neighbourhood (lululemon)
2018
2004
In 2004, Lululemon expanded globally by opening a store in Australia (Forbes 2023)
2025
Focusing on digital growth and mens apparel, Calvin McDonald is appointed as Lululemons CEO (Lululemon 2014)
Lewis Hamilton becomes Lululemon's new global brand ambassador, creating a buzz around the brand
SWOT Analysis
Strengths
Strong social media precense and influencer partnerships
With their “Lululemon Educators” they are able to target a wide customer base through influencer partnerships
High-quality products
Lululemon are popular for their durable products made with lasting fabrics such as; Nulu, Everluxe and Loun
Diverse product range
They have expanded beyond yoga apparel also offering running gear, cycling gear and footwear which appeals to a wider customer base
Vertical integration
Lululemon controls the majority of their own supply chain reducing their reliability on third parties
Oppourtunities
Growth in mens apparel
By investing more into their menswear lines, it opens up more opportunities for them to to reach more customers
Sustainability
By using and investing in eco-friendly materials, Lululemon could attract more environmentally conscious consumers
Collaborations & Partnerships
Working with influencers and other businesses can expose them to more customers
E-commerce expansion
By improving their presence on ecommerce platforms, Lululemon makes themselves more accessible to more consumers which can intern boost their revenue
Weaknesses
Dependance on United States
Huge dependence on United States is a cause for concern to the company
Though the company operates in Canada, China, and Rest of world it generates the majority of its revenue from United States (Global data nd)
Reliance on women's apparel
With limited availability of mens apparel, Lululemon relies heavily on the success of their women's wear lines
Reliance on brink-and-mortar stores
Majority of their revenue comes from physical stores, the shift to online shopping could become a challenge for them
Threats
Strong
competition
Lululemon faces strong competition from other athleisure brands such as Alo, Nike, and Gymshark
Customer preferences
If consumers shift from the trend of yoga and active wear, Lululemon must adapt to stay relevant amongst their customers
Counterfit products
The production of counterfeit products could damage Lululemons reputation and they may end up missing out on revenue
Foreign exchange rates
The company operates in many parts of the world and is exposed to fluctuations in foreign exchange rates (Global Data nd)
Current CSR
Environmental Responsibility
The Company is working to address emissions in the supply chain and continues to source 100% renewable electricity in owned and operated facilities (Lululemon 2024) They are committed to transforming their material portfolio by 2030, prioritising recycled, renewable, and responsibly sourced options Notably, Lululemon has ventured into plant-based nylon for its product lines, aiming to reduce dependency on fossil fuels (Karma Wallet 2024) The “Like New” programme allows customers to trade used items for store credit; these items are then resold to extend their lifespan Their ‘We Made Too Much’ initiative promotes sensible purchasing and gives consumers transparency about where their excess garments are ending up
Social Responsibility
Philanthropic Responsibility
Economic Responsibility
Some of their final production stage is certified by the Fair Labour Association (GoodOnYou 2025) They work with factories that ensure fair wages, reasonable working hours and safe working conditions They have their “Here to Be” programme that they invest in marginalised communities through funding and partnerships In response to the LA wildfires, Lululemon sent out $200 vouchers to those impacted by the event to be able to purchase essentials in a time of need (peoplecom 2025)
Lululemon announced funding for a range of mental health organisations, including United for Global Mental Health, The Global Coalition for Youth Mental Health led by UNICEF and UNICEF’s Global Mental Health Fund, and the National Alliance on Mental Illness (NAMI), to continue their work on advocating for the wellbeing of those most impacted by systemic inequity around the world (United for Global Mental Health) In october 2024, Lululemon donated 10% of their UK sales revenue to the UK suicide prevention charity Campaign Against Living Miserably (CALM) (lululemon 2024)
They have 38,000 employees, bringing jobs to people globally (Global Data) They support local businesses through ambassador programmes and collaborations such as the lululemon educators on TikTok The ‘Like New’ resale programme encourages people to buy responsibly
Image
Brand Positioning Map
High CSR
Low CSR
This positioning map is based of the sustainability ratings from good on you directory (See appendix D) In terms of corporate social responsibility, Lululemon is performing better than Alo, good on you directory describes Lululemons sustainability rating as “It’s a start” and rates Alo as “Not good enough” (see appendix B) Compared to competing brands in the market, Alo needs to improve its CSR strategies if they want to keep up with competitors as this is an important aspect of a business that consumers are looking for when shopping Although Lululemon is doing well against competitors, they still need to be innovating their strategy to stay ontop
High price
Low price
(Figure 8)
Image 11 Limun nd [photograph]
Image 12: L nd [photograph]
Image 13: Joeita Macfield nd [photograph]
Image 14 T nd [photograph]
Comparative Analysis
Lululemon was founded in 1998 whereas Alo was founded in 2007, this could mean that Lululemn has built a bigger, more loyal customer base over the years they have been around so they have more customer retention compared to Alo This gives them the upper hand in any competition they may have against Alo In 2018 Lululemon god a new CEO this change of hands may have been a risk for them against competitors as Calvin McCdonald may decid to make changes that stakeholders of the company don’t like, possible pushing them to Alo or other businesses S t r e n g
T i m e l i
B r a n d i n g
s
e s C o r p o r a t e S o c i a l R e s p o n s i b i l i t i e s
Alo has diversified into different markets such as skincare and wellness with their ‘Alo glow’ lines, whereas Lululemon hasn’t diversified in such a way which can put them at a disadvantage However Lululemon have expanded into cycling and running gear as apposed to Alo sticking to yoga apparel Whilst they are both premium brands, Alo has a slightly higher price point compared to Lululemon which may persuade people to shop for Lululemon rather than Alo Whilst Lululemon rely on the success of their womens wear lines, Alo has the advantage with their mens range being as popular as the womens
Lululemon focuses on high-performance, technical apparel, putting function first, compared to Alo, which has fashion-forward pieces that double as yoga apparel to appeal to both yoga enthusiasts and trend-setters Lululemon appeals to a broad range of fitness enthusiasts in their mid-20s to 40s who prioritise performance over fashion Alo’s target audience is typically in their late teens to early 30s who are into wellness and their aesthetics Lululemon focuses on community-driven events such as ambassador programmes, whereas Alo has a more influencer-based strategy focusing on digital marketing through influencers and celebrity endorsements
Good On You directory describes Lululemon as “It’s a start” compared to Alo, who they rate to be “Not good enough” in their sustainability rating With less CSR it puts Alo at a disadvantage as its what consumers are seeking when shopping from brands It is no longer a USP to be sustainable; it’s a responsibility that brands must have Whilst Alo has their programme, Alo gives, where they run community yoga events for schools and disadvantaged children working with organisations such as Baale Mane Lululemon has proven their dedication by working with multiple charities in support of mental health, such as UNICEF and Calm, to whom they have previously donated 10% of UK sales to Today, Alo has not yet done something similar or donated a percentage of profits to an organisation
In a survey conducted with 31 participants, 87% were already familiar with Lululemon; however only 74% of people were familiar with Alo (see appendix D) This shows a possible advantage that Lululemon may have with their marketing strategies reaching a wider audience compared to Alo Yoga However, this percentage could be due to the fact that Lululemon has been around for longer and has a good foundation that consumers can recognise easily Despite this Alo may be doing better in promoting their CSR strategies as 32% of people were aware of their platform ‘Alo moves’, whereas only 13% of people were aware of Lululemons sustainability efforts
Alo has a wellness focus in their stores compared to Lululemon, which seems to focus on empowerment and fitness over yoga In the Alo store, it has a minimalistic, spa-like feel to it with soft lighting and neutral tones The Lululemon store has a more energetic, bold and sporty feel to it with motivational decorations and bright colours, which may lead to consumers feeling more motivated than they do in the Alo stores The staff in the Alo stores seem fashion-forward, almost like influencers, and have a less personalised approach to customer service The Lululemon staff greet you with a warm welcome as you enter the store and ask about your wants and needs to make recommendations Overall, the Alo stores have a more luxurious and high-end feel to them and focus on look and feel compared to technicality Whereas the Lululemon stores offer a more community driven and interactive space with a focus on athletic performance and motivation
New CSR Strategy
moves
As a yoga brand, Alo typically focuses on people with the ability to perform these exercises and, with a high price point, isn’t accessible to everyone This is clear to see in their campaigns and advertisements, where you don't typically see people with reduced mobility, disabilities, or from different ethnic groups The aim of the campaign is to honour yoga's South Asian roots, celebrating its heritage and the people Alo already has a platform called Alo Moves where customers can book yoga and wellness sessions with the brand, mostly held in America However, it would benefit them to adapt this platform into a campaign made for the people, working with charities to promote the issues of labour abuse, child labour, and living wages not being met worldwide, and to raise awareness through the significant customer following they have The idea of this campaign is to showcase people from all different minorities and how Alo welcomes them, being clear about its working conditions and that it is paying its workers a living wage, while also being more transparent in this area and raising awareness Out of 30 participants, 55% agreed that they would be more inclined to purchase from Alo if they were more transparent and inclusive (see appendix D) This will be achieved mainly through social media, as well as on billboards and in-store The campaign will host events globally for everyone to attend, and it will introduce new labels on their products showing who made the products, to demonstrate how they value those who carefully manufacture their garments These labels will be visible on a more affordable and accessible range for everyone to be able to shop They will work with three charities: Fair Labour, Mind, and Save the Children, where 10% of sales made from garments with a label will be donated to these charities
Image 15: Azeeza nd [photograph]
Image 16: Alo yoga 2023 [photograph]
Link to UN SDG’s
The campaign is focused around fair wages and gender equality at the workplace and appreciating every gender; therefore, this SDG is fitting for this particular campaign The charities they are working with focus on these issues The campaign is a chance for Alo to be more transparent about how they are paying their employees and that there is no gengdr pay gap or disadvantages to different genders in the workplace.
As a yoga brand, their typical audience is people who have the ability to perform these exercises, so the campaign is about making people feel able no matter their abilities to perform yoga and making everyone feel welcome by promoting some of these issues with the platform they have. The campaign now only includes people with disabilities but mothers, people from different backgrounds and people of an older age
Alo will be working with three different charities to raise awareness and donations from people who participate using the big platform they have to make people aware of what the charities do and how people can help The charities will be: Fair Labour, Mind and Save The Children Consumers will be able to dobate to the cause and spread awareness themselves in the issues having learnt more about them through this campaign.
Offline Mockups
10%
of your purchase will be donated today.
scan to discover more you’ve done your part!
Hi, I’m Alisha
moves
10% of any purchases made by customers will be donated to the charities chosen for the campaign Customers will be able to scan the QR code to learn more about alo moves and what it does for people around the world This will also be where people can find out what else they can do to take part and donate On the other side, the tag shows who made the garment, employees will be able to attach their own as they manufacture the product, this is so Alo recognises and appreciates all it’s employees all the way through to the manufacturing process
Online Mockups
Reel
4,250 71 226
alo we’ve partnered up with @fairlabour, @mind and @savethechildren to bring you transparency. use the #movewithme and show us how you move and we’ll move with you. 2 hours ago
This reel will be posted across multiple channels to reach a wider audience; these include; Instagram, TikTok and Youtube shorts
New CSR strategy
blue thread
Blue Thread is a campaign that supports marine life; it will include a collection that highlights products made with materials sourced from ocean waste to raise awareness about preserving ocean life It will integrate the brand's essence of mindfulness, wellness, and sustainability, focusing on an urgent global cause protecting marine life In a survey conducted of 30 participants, 94% agreed that they value sustainability from brands such as Lululemon (see appendix D) The collection will be available in-store and online, and a percentage made from sales will be donated to the charity they are working with The aim is for Lululemon to reduce their plastic waste across their supply chain to prevent it from ending up in the oceans and to raise awareness The campaign will involve events to raise awareness and contributions for the chosen charity, including waterfront yoga sessions and ocean cleanup events globally The collection will have a QR code on the labels that can educate consumers on the journey of the garment and help them learn more about the charity that they are working with The organisation they will be working with will be The Ocean Clean up
Image 17: M nd [photograph]
Image 18: Hotter&Richer 2024 [photograph]
Link to UN SDG’s
The campaign will focus on reusing materials to reproduce new items of clothing; this is a much more responsible way of production rather than using raw materials and harming the environment in gathering and disposing of them Consumers will be able to donate unwanted garments that Lululemon will use again to prevent them from ending up on the beaches and in the ocean This promotes a circular economy and has a positive impact in encouraging other brands to do the same.
Teaming up with The Ocean Cleanup to gather ocean waste to be reworked into pieces of clothing, including fishing nets, plastic bottles ect This protects the ocean and the life that lives within it which is an important ecosystem for us to protect and maintain By hosing clean up events, it encourages people to join in even if thats at home by recycling properly to protect our oceans
Lululemon will be working with one charity for the campaign, The Ocean Cleanup. Customer will be able to scan a QR code on the clothing labels to either learn more about the charity or to donate to their cause in what ever way they see fit As Lululemon is such a big platform, they can use this to their advantage to spread awareness globally to help the case and help work towards the SDG’s by 2030.
Offline Mockups
S w i n g T a g s
scan to follow our journey
100% recycled materials collected from our oceans made from
bluethread
let’s protect our oceans, to protect ourselves “ “
Customers will be able to scan the QR code where they can learn more about how the garment was made and where their money will be going There will also be a chance to get involved in clean-up events or to donate to the causes
Online Mockups
lululemon and theoceancleanup
7,163 58 146
lululemon this or that? we know what we would choose ��.
This is blue thread - coming 14 03 25 @theoceancleanup
40 minutes ago
Lululemon will upload this on all their profiles across all platforms, and it will also be shared on The Ocean Cleanup's profile as well to reach a broader audience
Appendices
Appendix A
Appendix B
Appendix C
Appendix D
128 It’s a start
168 Not good enough
68 Not good enough
9598 It’s a start
110 Not good enough
3760 Not good enough
55 Not good enough
10999
Appendix E
good enough
Appendix D
Reference List
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BEARNE, Suzanne 2014 ‘Lululemon Limbers up to Open First UK Store in Covent Garden’ Drapers [online] Available at: https://www.drapersonline.com/news/lululemon-limbers-up-to-open-first-ukstore-in-covent-garden [accessed 25 Feb 2025]
BOTTOMLEY, Tom 2023 ‘Alo Yoga Expands into UK with First Store on London’s King’s Road’ TheIndustryfashion [online] Available at: https://www.theindustry.fashion/alo-yoga-expands-into-uk-with-first-store-onlondons-kings-road/ [accessed 24 Feb 2025]
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KARMAWALLET 2024 ‘Lululemon’s Sustainability: The Good & The Bad’ Karma Wallet [online] Available at: https://karmawalletio/blog/2024/02/lululemonssustainability-the-good-the-bad/ [accessed 3 Mar 2025]
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‘Lululemon Sent $200 Gift Cards to “Impacted” Customers amid LA Fires: “The Region Holds a Special Place in Our Hearts”’ 2025 Peoplecom [online] Available at: https://peoplecom/lululemon-sent-200-dollar-gift-cards-impacted-customersamid-los-angeles-fire-devastation-8775139 [accessed 3 Mar 2025].
MAGNER, Erin 2025 ‘How Alo Became the Yoga World’s Most Photographed Fashion Brand’ Well+Good [online] Available at: https://wwwwellandgoodcom/shopping/alo-yoga-clothing-first-store [accessed 24 Feb 2025].
NEWCOMB, Tim. 2025. ‘Lululemon Celebrating 25 Years With Continued Global Expansion’ Forbes [online] Available at: https://wwwforbescom/sites/timnewcomb/2023/06/08/lululemon-celebrating-25years-with-continued-global-expansion/ [accessed 25 Feb 2025]
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Available at: https://retail-insider.com/retail-insider/2022/09/alo-yoga-looks-to-grabmarket-share-from-lululemon-as-it-opens-1st-canadian-store-with-plans-fornational-expansion/ [accessed 24 Feb 2025]
‘SWOT Analysis of Alo Yogas Journey - Osum’ nd https://blog.osumcom/ [online]
Available at: https://blog.osum.com/swot-analysis-alo-yoga/ [accessed 26 Feb 2025].
‘SWOT - GlobalData Intelligence Center - Retail’ 2025 [online] Available at: https://retailglobaldatacom/Company/Swot/lululemon-athletica-inc?swot [accessed 26 Feb 2025]
‘SWOT - GlobalData Intelligence Center - Retail’ 2025 [online] Available at: https://retail.globaldata.com/Company/Swot/lululemon-athletica-inc?swot [accessed 26 Feb 2025]
Image Reference List
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Image 5: ‘Shop 7/8 High-Waist Airlift Legging Online | Alo Yoga UAE.’ 2025. Alo Yoga UAE [online] Available at: https://wwwaloyogaae/en/buy-78-high-waist-airlift-leggingnavyhtml [accessed 5 Mar 2025]
Image 6: ‘Pin Page’ 2025 Pinterest [online] Available at: https://uk.pinterest.com/pin/710372541260912175/ [accessed 5 Mar 2025].
Image 7: ‘Blue Bala Bars’ 2025 Pinterest [online] Available at: https://ukpinterestcom/pin/710372541260912696/ [accessed 5 Mar 2025]
Image 8: WICKS, James. 2025. ‘LULULEMON YOGA 1’. James Wicks Photo [photograph]. Available at: https://wwwjameswicksphotocom/lululemon-yoga-1 [accessed 5 Mar 2025]
Image 9: MAGGIO, Nick 2021 ‘Lululemon: Campaigns’ Dominic Prevost [photograph] Available at: https://www.dominicprevost.com/work/lululemon [accessed 5 Mar 2025].
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Figure Reference List
Figure 1: ‘Alo Yoga: Sales Income 2022’ 2025 Statista [online] Available at: https://wwwstatistacom/statistics/1536785/alo-yoga-sales/ [accessed 6 Mar 2025]
Figure 2: MIA LASLETT: ‘Alo yoga timeline’ 2025 [timeline] Available at: https://beautytap.com/2021/11/alo-yoga-skincare-line-is-swoon-worthy [accessed 4 Mar 2025]
Figure 3: MIA LASLETT: ‘Alo yoga moodboard’ 2025 [moodboard] Available at: https://aupinterestcom/pin/710372541260703068/ [accessed 5 Mar 2025]
https://au.pinterest.com/pin/710372541260259873/ [accessed 5 Mar 2025].
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https://aupinterestcom/pin/710372541260702847/ [accessed 5 Mar 2025]
https://aupinterestcom/pin/710372541260702800/ [accessed 5 Mar 2025]
Figure 4: ‘Lululemon Total Sales: 2014-2023’ 2025 Global Data [online] Available at: https://retail.globaldata.com/Company/Summary/lululemon-athletica-inc [accessed 6 Mar 2025]
Figure 5: ‘E-Commerce Net Sales of LululemonCom 2014-2024’ 2025 Statista [online] Available at: https://wwwstatistacom/forecasts/1218309/lululemon-revenuedevelopment-ecommercedb [accessed 6 Mar 2025].
Figure 6: MIA LASLETT: ‘Lululemon timeline’ 2025 [timeline] Available at: https://circuitofsuccesscom/building-the-brand-with-lululemon-founder/ [accessed 4 Mar 2025]
Figure 7: MIA LASLETT: ‘Lululemon moodboard’. 2025. [moodboard]. Available at: https://aupinterestcom/pin/710372541260703039/ [accessed 5 Mar 2025]
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Figure 8: Mia LASLETT 2025 Brand Positioning Map of Premium athleisure Retailers [brand positioning map. Incorporating Logos. Available at: https://www.businessbreakdownscom/p/lululemonhttps://wwwbusiness-breakdownscom/p/lululemon [accessed 6 Mar 2025] https://logovtorcom/alo-yoga-logo-vector-svg/ [accessed 6 Mar 2025] https://wwwlogowine/logo/Aritzia [accessed 6 Mar 2025] https://1000logosnet/oysho-logo/ [accessed 6 Mar 2025] https://lbbonline.com/news/sweaty-betty-hires-house-337-to-create-global-brandcampaign [accessed 6 Mar 2025] https://uk.trustpilotcom/review/fableticscouk [accessed 6 Mar 2025] https://wwwthepixelfreakcouk/portfolio/gymshark-logo-design/ [accessed 6 Mar 2025] https://wwwufxndealshop/?ggcid=965250 [accessed 6 Mar 2025]
Figure 9: MIA LASLETT. 2025. Alo New CSR Moodboard [moodboard]. Available at:
https://aupinterestcom/pin/710372541260305802/ [accessed 7 Mar 2025]
https://au.pinterest.com/pin/710372541260305612/ [accessed 7 Mar 2025].
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https://aupinterestcom/pin/710372541260307216/ [accessed 7 Mar 2025]
https://aupinterestcom/pin/710372541260306125/ [accessed 7 Mar 2025]
Figure 10: MIA LASLETT 2025 Lululemon New CSR Moodboard [moodboard] Available at:
https://au.pinterest.com/pin/710372541260328548/ [accesses 7 Mar 2025].
https://aupinterestcom/pin/710372541260328358/ [accessed 7 Mar 2025]
https://aupinterestcom/pin/710372541260328500/ [accessed 7 mar 2025]
https://aupinterestcom/pin/710372541260328346/ [accessed 7 Mar 2025]
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Figure 11: ‘Pinterest’ 2025 Pinterest [online] Available at: https://aupinterestcom/ [accessed 14 Mar 2025]
Reel Reference List
Alo
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Easy Yoga for Senior Citizens | Seated Exercises for Older Adults | Yogalates with Rashmi [Film] 2023 Available at: https://wwwyoutubecom/watch?v=laIWV6qJWbk [accessed 7 Mar 2025]
Filipino Smiles (The warmth of the Philippines) [Film] 2016 Available at: https://wwwyoutubecom/watch? v=y6D4BuHRdvQ [accessed 7 Mar 2025]
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Lululemon
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