Lululemon Case Study.pdf

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Unformatted text preview: Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons 1.​​ ​Lululemon​ ​provides​ ​high​ ​quality​ ​men’s​ ​and​ ​women’s​ ​athletic​ ​and​ ​athleisure​ ​wear.​ ​The main​ ​type​ ​of​ ​athletic​ ​activity​ ​they​ ​are​ ​targeting​ ​is​ ​yoga​ ​as​ ​they​ ​sell​ ​yoga​ ​mats,​ ​bags​ ​and​ ​towels. Lululemon​ ​has​ ​a​ ​higher​ ​price​ ​range​ ​than​ ​most​ ​athletic​ ​wear​ ​brands.​ ​The​ ​company’s​ ​best selling​ ​product,​ ​yoga​ ​pants,​ ​can​ ​range​ ​from​ ​around​ ​$90-$110​ ​for​ ​shorter​ ​cropped​ ​pants​ ​and $100-$130​ ​for​ ​longer​ ​and​ ​more​ ​detailed​ ​pants.​ ​Lululemon’s​ ​products​ ​are​ ​priced​ ​higher​ ​than​ ​most athletic​ ​brands​ ​due​ ​to​ ​their​ ​high​ ​quality​ ​materials​ ​and​ ​superior​ ​fit.​ ​In​ ​addition​ ​to​ ​the​ ​features​ ​of the​ ​product,​ ​customers​ ​receive​ ​free​ ​classes​ ​within​ ​the​ ​store​ ​as​ ​well​ ​as​ ​information​ ​about​ ​yoga studios​ ​near​ ​them. The​ ​company​ ​has​ ​a​ ​large​ ​social​ ​media​ ​presence​ ​with​ ​1.8​ ​million​ ​followers​ ​on​ ​Facebook and​ ​2.1​ ​million​ ​followers​ ​on​ ​Instagram.​ ​They​ ​use​ ​a​ ​unique​ ​advertising​ ​approach​ ​promoting​ ​a lifestyle​ ​of​ ​active​ ​living​ ​by​ ​the​ ​use​ ​of​ ​brand​ ​ambassadors​ ​as​ ​well​ ​as​ ​fitness​ ​instructors​ ​.​ ​The company’s​ ​Instagram​ ​page​ ​has​ ​pictures​ ​of​ ​products​ ​as​ ​well​ ​as​ ​scenic​ ​views​ ​and​ ​inspirational messages​ ​to​ ​promote​ ​their​ ​active​ ​lifestyle. Lululemon​ ​puts​ ​a​ ​great​ ​deal​ ​of​ ​effort​ ​into​ ​in-store​ ​experience​ ​by​ ​offering​ ​in-store​ ​yoga classes,​ ​as​ ​well​ ​as​ ​educational​ ​materials​ ​so​ ​that​ ​customers​ ​can​ ​learn​ ​more​ ​about​ ​the​ ​products​ ​they sell.​ ​Their​ ​online​ ​website​ ​is​ ​very​ ​robust​ ​with​ ​with​ ​a​ ​clean​ ​layout​ ​showing​ ​their​ ​products​ ​for​ ​men and​ ​women.​ ​The​ ​website​ ​also​ ​includes​ ​a​ ​section​ ​for​ ​inspiration​ ​that​ ​includes​ ​product​ ​features, design​ ​of​ ​products​ ​and​ ​care,​ ​a​ ​section​ ​for​ ​brand​ ​ambassadors​ ​and​ ​a​ ​section​ ​for​ ​the​ ​community​ ​of Lululemon​ ​product​ ​users. 2a.​​ ​ ​Lululemon​ ​is​ ​focused​ ​on​ ​“developing​ ​both​ ​a​ ​brand​ ​and​ ​a​ ​culture”​ ​that​ ​focuses​ ​on “achiev[ing]​ ​…​ ​athletic​ ​goals,​ ​lead[ing]​ ​more​ ​balanced​ ​and​ ​positive​ ​lives,​ ​and​ ​…​ ​feel[ing]​ ​more amazing.”​ ​ ​In​ ​order​ ​to​ ​do​ ​so,​ ​the​ ​company​ ​uses​ ​two​ ​key​ ​programs​ ​to​ ​impact​ ​the​ ​community​ ​and “increase​ ​[the​ ​community’s]​ ​awareness​ ​of​ ​the​ ​benefits​ ​of​ ​practicing​ ​yoga”​ ​(Lululemon​ ​atheltica). The​ ​Here​ ​to​ ​Be​ ​program,​ ​a​ ​“social​ ​impact​ ​initiative”​ ​that​ ​the​ ​company​ ​uses​ ​to​ ​“[partner] with​ ​best-in-class​ ​nonprofits​ ​around​ ​the​ ​world​ ​to​ ​make​ ​the​ ​healing​ ​benefits​ ​of​ ​yoga​ ​and meditation​ ​accessible​ ​to​ ​all,”​ ​is​ ​a​ ​new​ ​community​ ​initiative​ ​that​ ​is​ ​being​ ​used​ ​to​ ​help​ ​form​ ​new Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons relationships​ ​within​ ​the​ ​Lululemon​ ​community​ ​(Lululemon​ ​athletica).​ ​ ​The​ ​program​ ​sponsors yoga-based​ ​events​ ​around​ ​the​ ​world​ ​that​ ​offer​ ​free​ ​classes​ ​and​ ​a​ ​supportive​ ​group​ ​of​ ​like-minded individuals​ ​in​ ​communities​ ​that​ ​don’t​ ​always​ ​have​ ​access​ ​to​ ​yoga​ ​facilities​ ​and​ ​instructors. Additionally,​ ​Lululemon​ ​uses​ ​a​ ​program​ ​called​ ​the​ ​Metta​ ​Movement​ ​to​ ​award​ ​grants (from​ ​individual​ ​stores)​ ​to​ ​community​ ​members​ ​to​ ​help​ ​sponsor​ ​events​ ​and​ ​programs​ ​that​ ​share the​ ​company’s​ ​ideals.​ ​ ​For​ ​example,​ ​Lululemon​ ​has​ ​awarded​ ​Metta​ ​Movement​ ​grants​ ​to fundraisers​ ​who​ ​participate​ ​in​ ​marathons​ ​for​ ​causes​ ​that​ ​the​ ​company​ ​believes​ ​in,​ ​often​ ​times matching​ ​the​ ​fundraisers’​ ​own​ ​donations. 2​b.​ ​As​ ​a​ ​large​ ​part​ ​of​ ​Lululemon’s​ ​mission​ ​is​ ​to​ ​“increase​ ​awareness”​ ​and​ ​“[incorporate practicing​ ​yoga]​ ​into​ ​[the​ ​community’s]​ ​daily​ ​lives,”​ ​implementing​ ​these​ ​programs​ ​helps encourage​ ​Lululemon’s​ ​community​ ​to​ ​continue​ ​daily​ ​yoga​ ​practice​ ​and​ ​to​ ​further​ ​act​ ​as ambassadors​ ​for​ ​the​ ​brand​ ​(Lululemon​ ​athletica).​ ​ ​Allowing​ ​community​ ​members​ ​the “opportunity​ ​to​ ​be​ ​a​ ​part​ ​of​ ​in-store​ ​yoga​ ​classes”​ ​and​ ​make​ ​them​ ​aware​ ​of​ ​“off-site​ ​yoga​ ​studios that​ ​are​ ​available,”​ ​along​ ​with​ ​implementing​ ​give-back​ ​programs​ ​like​ ​Metta​ ​Movement​ ​and​ ​Here to​ ​Be​ ​further​ ​stimulate​ ​the​ ​community​ ​and​ ​pushes​ ​members​ ​to​ ​evangelize​ ​non-community members​ ​(Lululemon​ ​athletica). 2c.​​ ​These​ ​give-back​ ​programs​ ​put​ ​the​ ​Lululemon​ ​brand​ ​in​ ​a​ ​positive​ ​light​ ​in​ ​the community;​ ​ ​as​ ​both​ ​the​ ​Metta​ ​Movement​ ​and​ ​Here​ ​to​ ​Be​ ​programs​ ​are​ ​focused​ ​on​ ​donating​ ​time and​ ​money​ ​to​ ​the​ ​outside​ ​world​ ​to​ ​help​ ​further​ ​the​ ​company’s​ ​mission,​ ​even​ ​non-stakeholders will​ ​have​ ​a​ ​positive​ ​view​ ​of​ ​the​ ​Lululemon​ ​brand. 3.​ ​Lululemon​ ​believes​ ​their​ ​manifesto​ ​is​ ​‘one​ ​way​ ​we​ ​share​ ​our​ ​culture​ ​with​ ​the community’.​ ​Aside​ ​from​ ​the​ ​manifestos​ ​included​ ​in​ ​the​ ​case​ ​study,​ ​Lululemon​ ​has​ ​many​ ​posted on​ ​their​ ​website.​ ​Some​ ​include:​ ​“the​ ​conscious​ ​bran​ ​can​ ​only​ ​hold​ ​one​ ​thought​ ​at​ ​a​ ​time,​ ​choose a​ ​positive​ ​thought”,​ ​“this​ ​is​ ​not​ ​your​ ​practice​ ​life.​ ​this​ ​is​ ​all​ ​there​ ​is”​ ​and​ ​“have​ ​you​ ​woken​ ​up two​ ​days​ ​in​ ​a​ ​row​ ​uninspired?​ ​change​ ​your​ ​life!”​ ​These​ ​manifestos​ ​further​ ​the​ ​brand​ ​position​ ​of Lululemon​ ​because​ ​they​ ​convey​ ​more​ ​meaning​ ​to​ ​the​ ​customer​ ​than​ ​just​ ​product​ ​information.​ ​It conveys​ ​that​ ​the​ ​company​ ​cares​ ​about​ ​the​ ​wellbeing​ ​of​ ​their​ ​consumer,​ ​even​ ​on​ ​days​ ​when​ ​they Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons are​ ​not​ ​in​ ​the​ ​store​ ​shopping.​ ​It​ ​further​ ​positions​ ​Lululemon​ ​as​ ​a​ ​lifestyle​ ​brand​ ​that​ ​has infiltrated​ ​every​ ​part​ ​of​ ​the​ ​consumer’s​ ​life.​ ​By​ ​communicating​ ​methods​ ​to​ ​improve​ ​their consumer’s​ ​mind,​ ​spirit​ ​and​ ​body,​ ​it​ ​is​ ​furthering​ ​Lululemon’s​ ​presence​ ​in​ ​their​ ​consumer’s mind,​ ​which​ ​in​ ​cause​ ​will​ ​make​ ​the​ ​consumer​ ​even​ ​more​ ​dedicated​ ​to​ ​the​ ​brand​ ​and​ ​the​ ​lifestyle. 4.​​ ​ ​Lululemon​ ​is​ ​a​ ​lovemark​ ​because​ ​of​ ​their​ ​passionate​ ​relationship​ ​with​ ​customers,​ ​their story​ ​and​ ​their​ ​touch​ ​of​ ​sensuality.​ ​Lululemon​ ​has​ ​a​ ​close​ ​and​ ​passionate​ ​relationship​ ​with​ ​their consumers​ ​through​ ​their​ ​manifestos,​ ​which​ ​inspire​ ​consumers​ ​to​ ​better​ ​their​ ​lives,​ ​and​ ​their​ ​app that​ ​lets​ ​the​ ​consumer​ ​constantly​ ​live​ ​the​ ​Lululemon​ ​lifestyle.​ ​Each​ ​Lululemon​ ​store​ ​holds individual​ ​classes​ ​and​ ​clinics​ ​for​ ​consumers,​ ​which​ ​communicates​ ​that​ ​the​ ​brand​ ​cares​ ​about consumer’s​ ​lives​ ​outside​ ​of​ ​the​ ​store.​ ​The​ ​cell​ ​phone​ ​app​ ​that​ ​Lululemon​ ​has​ ​lets​ ​you​ ​shop​ ​the products​ ​as​ ​well​ ​as​ ​helps​ ​you​ ​to​ ​find​ ​yoga​ ​studios​ ​around​ ​you.​ ​They​ ​have​ ​gone​ ​to​ ​extraordinary measures​ ​to​ ​be​ ​present​ ​in​ ​every​ ​part​ ​of​ ​their​ ​consumer’s​ ​lives.​ ​Because​ ​of​ ​this,​ ​the​ ​brand​ ​is​ ​more intimate​ ​with​ ​their​ ​consumers​ ​than​ ​many​ ​other​ ​brands,​ ​proving​ ​it​ ​to​ ​be​ ​a​ ​lovemark. Through​ ​Lululemon’s​ ​in​ ​store​ ​classes,​ ​their​ ​app,​ ​their​ ​products​ ​and​ ​their​ ​manifestos,​ ​the branding​ ​has​ ​all​ ​of​ ​the​ ​ingredients​ ​for​ ​their​ ​consumer​ ​to​ ​create​ ​their​ ​own​ ​love​ ​story.​ ​Every​ ​aspect of​ ​Lululemon​ ​has​ ​positive​ ​effects​ ​on​ ​the​ ​consumer.​ ​If​ ​a​ ​consumer​ ​were​ ​to​ ​indulge​ ​in​ ​every​ ​aspect of​ ​the​ ​Lululemon​ ​brand,​ ​it​ ​is​ ​sure​ ​that​ ​they​ ​will​ ​feel​ ​healthier​ ​and​ ​happier​ ​in​ ​every​ ​aspect.​ ​This creates​ ​a​ ​‘love​ ​story’​ ​for​ ​the​ ​consumer.​ ​By​ ​participating​ ​in​ ​classes​ ​the​ ​consumer​ ​will​ ​feel healthier​ ​and​ ​more​ ​productive.​ ​The​ ​athletic​ ​clothing​ ​will​ ​make​ ​the​ ​consumer​ ​feel​ ​like​ ​the​ ​best version​ ​of​ ​themselves,​ ​while​ ​the​ ​manifestos​ ​will​ ​cause​ ​the​ ​consumer​ ​to​ ​think​ ​more​ ​positively. The​ ​love​ ​story​ ​is​ ​happening​ ​inside​ ​of​ ​the​ ​consumer​ ​and​ ​they​ ​end​ ​up​ ​loving​ ​themselves​ ​more​ ​in the​ ​end.​ ​This​ ​is​ ​a​ ​sure​ ​sign​ ​of​ ​a​ ​lovemark. The​ ​sensuality​ ​of​ ​Lululemon​ ​comes​ ​with​ ​how​ ​close​ ​the​ ​brand​ ​is​ ​to​ ​their​ ​consumers.​ ​The Lululemon​ ​brand​ ​does​ ​not​ ​stop​ ​with​ ​‘the​ ​promise​ ​of​ ​quality’.​ ​Lululemon​ ​will​ ​come​ ​home​ ​with you​ ​from​ ​the​ ​store,​ ​whether​ ​it​ ​is​ ​through​ ​the​ ​app​ ​or​ ​through​ ​the​ ​classes​ ​offered.​ ​The​ ​ideals​ ​and beliefs​ ​of​ ​the​ ​brand​ ​will​ ​live​ ​with​ ​the​ ​shopper​ ​way​ ​past​ ​them​ ​leaving​ ​the​ ​store.​ ​Lululemon​ ​fosters an​ ​environment​ ​of​ ​intimacy​ ​while​ ​working​ ​to​ ​be​ ​a​ ​better​ ​you. Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons 5a.​​ ​Lululemon’s​ ​target​ ​marketing​ ​includes​ ​women​ ​who​ ​want​ ​to​ ​live​ ​healthier​ ​lives.​ ​The target​ ​age​ ​for​ ​customers​ ​includes​ ​older​ ​Millennials​ ​and​ ​Gen​ ​X.​ ​These​ ​women​ ​have​ ​a​ ​high income​ ​and​ ​are​ ​well-educated.​ ​Lululemon​ ​primarily​ ​targets​ ​women​ ​who​ ​are​ ​married​ ​and​ ​may have​ ​children.​ ​These​ ​women​ ​are​ ​busy​ ​with​ ​their​ ​career​ ​and​ ​family,​ ​but​ ​are​ ​still​ ​concerned​ ​with maintaining​ ​a​ ​healthy​ ​lifestyle. 5b.​​ ​Women​ ​who​ ​shop​ ​at​ ​Lululemon​ ​have​ ​an​ ​active​ ​lifestyle​ ​and​ ​want​ ​fashionable workout​ ​clothing.​ ​The​ ​target​ ​market​ ​is​ ​women​ ​who​ ​want​ ​to​ ​have​ ​higher​ ​quality​ ​activewear. Lululemon​ ​products​ ​mainly​ ​target​ ​women​ ​who​ ​actively​ ​participate​ ​in​ ​yoga,​ ​but​ ​may​ ​also participate​ ​in​ ​a​ ​variety​ ​of​ ​other​ ​sports.​ ​These​ ​women​ ​value​ ​a​ ​yogi​ ​lifestyle,​ ​and​ ​want​ ​to​ ​live​ ​more balanced​ ​and​ ​positive​ ​lives.​ ​Lululemon’s​ ​target​ ​consumer​ ​enjoys​ ​traveling​ ​and​ ​exploring​ ​while being​ ​active. Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons 6.​​ ​SWOT​ ​Analysis Strengths - - Weaknesses Strong​ ​social​ ​media​ ​presence​ ​(Over​ ​1 - Lack​ ​of​ ​inclusivity Million​ ​followers​ ​on​ ​each​ ​platform) - High​ ​price​ ​point Branding​ ​stays​ ​strong​ ​and​ ​cohesive throughout​ ​all​ ​social​ ​media​ ​platforms - Lululemon​ ​has​ ​developed​ ​a​ ​cult following​ ​through​ ​its​ ​creation​ ​of​ ​a community - Very​ ​interactive​ ​with​ ​customer inquiries - Global Opportunities Threats - Lower​ ​priced​ ​line​ ​of​ ​simple​ ​basics - Fabletics - More​ ​inclusive​ ​size​ ​range - Athleta - A​ ​children's​ ​line - Nike - Sale​ ​selection - Under​ ​Armour Lululemon​ ​has​ ​become​ ​a​ ​love​ ​mark​ ​because​ ​of​ ​the​ ​way​ ​the​ ​brand​ ​has​ ​become​ ​a​ ​complete lifestyle​ ​brand.​ ​Women​ ​around​ ​the​ ​world​ ​adore​ ​Lululemon​ ​because​ ​of​ ​its​ ​positive​ ​brand messages,​ ​style,​ ​and​ ​the​ ​community​ ​it​ ​allows​ ​them​ ​to​ ​be​ ​a​ ​part​ ​of.​ ​You​ ​can​ ​see​ ​this​ ​love throughout​ ​all​ ​of​ ​Lulu’s​ ​social​ ​media​ ​sites​ ​including​ ​Instagram,​ ​Facebook,​ ​Twitter,​ ​Pinterest, Spotify,​ ​Apple​ ​Music,​ ​Youtube,​ ​and​ ​their​ ​own​ ​app.​ ​They’re​ ​very​ ​interactive​ ​with​ ​their​ ​followers as​ ​well.​ ​The​ ​team​ ​is​ ​quick​ ​to​ ​respond​ ​to​ ​any​ ​questions​ ​or​ ​problems​ ​and​ ​help​ ​as​ ​much​ ​as​ ​they​ ​can. Lululemon​ ​is​ ​also​ ​a​ ​global​ ​brand​ ​as​ ​well​ ​so​ ​they​ ​have​ ​a​ ​big​ ​presence​ ​and​ ​their​ ​community​ ​is Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons worldwide​ ​which​ ​makes​ ​it​ ​even​ ​stronger.​ ​To​ ​expand​ ​their​ ​community​ ​some​ ​opportunities​ ​they could​ ​pursue​ ​would​ ​be​ ​making​ ​a​ ​line​ ​with​ ​a​ ​lower​ ​price​ ​point​ ​that​ ​maybe​ ​just​ ​sells​ ​simple​ ​basics without​ ​all​ ​the​ ​fancy​ ​fabrics​ ​and​ ​technology​ ​they​ ​like​ ​to​ ​use​ ​in​ ​their​ ​$100+​ ​Leggings​ ​and workout​ ​wear.​ ​Also​ ​holding​ ​more​ ​sales​ ​could​ ​make​ ​the​ ​brand​ ​more​ ​accessible​ ​to​ ​women​ ​that don’t​ ​want​ ​to​ ​pay​ ​full​ ​price​ ​for​ ​their​ ​clothing.​ ​A​ ​children’s​ ​line​ ​could​ ​also​ ​be​ ​a​ ​possibility because​ ​since​ ​they​ ​now​ ​offer​ ​men's​ ​apparel,​ ​if​ ​they​ ​sold​ ​apparel​ ​for​ ​active​ ​kids​ ​it​ ​could​ ​become​ ​a brand​ ​for​ ​the​ ​whole​ ​family.​ ​Lastly,​ ​they​ ​could​ ​finally​ ​create​ ​a​ ​more​ ​inclusive​ ​size​ ​range​ ​for women​ ​because​ ​as​ ​of​ ​now​ ​they​ ​only​ ​range​ ​from​ ​a​ ​size​ ​2-12.​ ​That​ ​leaves​ ​out​ ​a​ ​large​ ​population​ ​of women​ ​that​ ​are​ ​also​ ​active​ ​and​ ​want​ ​to​ ​wear​ ​their​ ​clothes.​ ​That​ ​last​ ​opportunity​ ​is​ ​really​ ​a weakness​ ​for​ ​the​ ​brand.​ ​Because​ ​they​ ​don’t​ ​have​ ​larger​ ​sizes​ ​for​ ​women,​ ​those​ ​customers​ ​are shopping​ ​elsewhere,​ ​likely​ ​with​ ​the​ ​competition.​ ​Another​ ​weakness​ ​is​ ​the​ ​price​ ​point.​ ​It’s​ ​very expensive​ ​for​ ​workout​ ​clothing,​ ​especially​ ​when​ ​you​ ​can​ ​get​ ​very​ ​similar​ ​products​ ​for​ ​fractions of​ ​the​ ​price​ ​at​ ​other​ ​retailers.​ ​Because​ ​of​ ​the​ ​price​ ​point​ ​and​ ​limited​ ​sizing​ ​it​ ​creates​ ​an​ ​air​ ​of exclusivity.​ ​Below​ ​is​ ​a​ ​screenshot​ ​of​ ​a​ ​conversation​ ​between​ ​Lululemon​ ​and​ ​a​ ​lost​ ​customer from​ ​their​ ​Facebook​ ​page. ​​ Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons Their​ ​competitors​ ​are​ ​popular​ ​brands​ ​Nike​ ​and​ ​Under​ ​Armour​ ​because​ ​they​ ​also​ ​implement technology​ ​in​ ​their​ ​products​ ​and​ ​also​ ​Athleta​ ​and​ ​Fabletics​ ​for​ ​the​ ​fashionable​ ​styles​ ​and​ ​fun colors​ ​that​ ​appeal​ ​to​ ​the​ ​fashion​ ​forward​ ​customer.​ ​The​ ​competitors​ ​also​ ​have​ ​larger​ ​size​ ​ranges. Lululemon​ ​Case​ ​Study-​ ​FTM​ ​387 Chelsea​ ​Osterhoudt Colin​ ​Simes Jennifer​ ​Roth Emily​ ​West Elizabeth​ ​Lemmons Works​ ​Cited Lululemon​ ​athletica.​ ​(2017).​ ​Retrieved​ ​September​ ​14,​ ​2017,​ ​from​ ​http://www.lululemon.com ...
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