Lululemon Athletica

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This report provides an analysis on the business structure and strategy of athletic apparel retailer Lululemon Athletica. It provides an insightful explanation of the importance of non-financial performance measurements, in particular customer satisfaction and retention. These performance aspects are then discussed in relation to Lululemon Athletica, both online and in-store aspects, and their importance in successfully competing in the highly saturated retail market that is active wear.
INTRODUCTION & BUSINESS OVERVIEW
Lululemon Athletica is a Canadian athletic apparel retailer with over 300 stores worldwide and an exceptionally profitable online store. The company initally began manufacturing exclusively yoga apparel from its conception in 1998, but has since diversified their range, now creating running, training and cycling apparel for both women and men. They aim to differentiate themselves through their innovative design processes, extensive training for staff, and community based marketing. They are a leader in technically specific designs suited for yoga that also fit and flatter the female figure.
Lululemon Athletica does not have a traditional mission statement, but their overall mission is “to elevate the world from mediocrity to …show more content…
Their products are the more expensive items on the market and must gain and retain customers by offering more than their competitors. As Lululemon Athletica primarily focuses on a community-based business approach to selling and marketing, the most appropriate and effective performance measurement would be customer satisfaction, which should be monitored and analysed by management of sales and marketing division. As they are competing in a highly competitive retail sector, this performance measure would be the most perceptive and advantageous as increased market share is determined by rate of customer acquisition and customer

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