Lululemon’s Marketing Mix – Product

Lululemon offers a comprehensive line of motion appargonl and accessories for women, men and female y revealh. Their apparel assortment ac hit the sackledges items such as fitness pants, shorts, tops and jackets that are designed for healthy lifestyle activities such as yoga, running and general fitness. Although Lululemon benefits from the growing number of people that act in yoga, they believe the percentage of their products sold for opposite activities will sustain to increase as they broaden their product range to address other activities.Lululemons fitness related accessories include an array of items such as bags, socks, low hold up, yoga mats, instructional DVDs, and water bottles. They believe the authenticity of their products is driven by a number of factors. These factors include their ath all(a)owe- jazz upd design process, their use of technical materials, their civilise manufacturing methods and their mod product features. Lululemons acrobatic apparel is desig ned and fabricate using cutting-edge fabrics designed to deliver maximum function and acrobatic fit. They collaborate with leading fabric suppliers to develop advanced fabrics that they sell under their trademarks.Luluemons in-house design team works closely with their suppliers to formulate fabrics that under include their performance and functional specifications such as stretch ability, capability to wick moisture, color fastness and durability, among others. Advanced fabrics that they currently incorporate in their products include Luon is included in more than half of the products, wicks away moisture, moves with the body, and is designed to eat up irritation. Luxtreme their inherently wicking fabric is apply in their running lines and is silky and lightweight Silverscent incorporates silver directly into the fabric to reduce odors as a essence of the antibacterial properties of the silver in the fabric.Lululemons products are constructed with advance sewing technique s, such as flat seaming, that increase comfort and functionality by bring down skin irritation and strengthening important seams. Their apparel products include innovative features to promote convenience, such as pockets designed to hold credit cards, keys, digital audio players, clips for heart monitors, and elastic bands attached to the zippers.Packaging and LabelingLululemon Athletica distributes reusable obtain bags to their customers as one of their green initiatives in reducing waste. The reusable shop bag features their company ca-ca and logo on one stead and on the other side features their manifesto. Their manifesto has inspirational messages that play a vital role in Lululemons culture which employees and customers alike inspire to. Some of their messages include Life is full of setbacks. Success is determined by how you handle setbacks, Do one thing a day that scares you and The aware brain can only hold one thought at a time. Choose a positive thought.Brand see and ImageLululemon Athletica became famous for its yoga wear. The imbeder Chip Wilson, took his first yoga class and found the results exhilarating. However, he didnt like the cotton clothing that was being used for sweaty, stretchy power yoga. His passion laid in technical athletic fabrics, and created an underground yoga clothing movement and wanted to sell his products. How do you know what good yoga wear is when it doesnt exist yet? Lululemon would talk and let yoga instructors try their products and give back feedback. They design and iterate with the end user.The undercoat tush why their brand became so popular was by public lecture and listening to their customers. Customers can give their feedback through Lululemons website, through the store, and on their Facebook Fan Page. Lululemon Athletica spends almost nothing on advertising except the daily print ads in yoga and running magazines.Also, they do not endorse celebrities with silver to wear their merchandise to help th em profit. Instead, they have Ambassadors and elite Ambassadors. Ambassadors are individuals in store communities (fitness instructors) who embody the Lululemon lifestyle and live their culture. These ambassadors are given $1000 of free apparel in bribe for mildew it to their clients. Elite Ambassadors are their international athletes of an elite level (Olympians) that choose to orchestrate and/or compete in their product. They are not paid to wear their clothing but are part of the Lululemon family and they support the athletes with product, yoga classes and training accommodation. indorsement and ServiceLululemon does not have warranties for their products. They advise all customers how to muffle and take care of their products so that they last long and which should refrain them from trying to return any damage product. Lululemon stands behind their return policy of 14 days.Lululemon gross revenue associates are called Educators, they are trained intensively on product acqu aintance and are to pass the knowledge of product features, benefits, usage and care to all customers looking to buy Lululemon product.Strengths and WeaknessStrengthsLululemon Athletica has many strengths with their product. They provide many features and benefits on their products which entices the customers to purchase. Their packaging is environmentally friendly so customers are able to utilise the shop bag. They do not spend millions of dollars in advertising receivable to their ambassador program.WeaknessesWarranty of their product is a major weakness for them. numerous customers have complained and sent messages to the Complaints Board of Canada and United States regarding their horrible return/ supersede policy on products that become damaged after one wash or one wear.Future RecommendationsLululemon Athleticas features and benefits, packaging and labeling, and brand name and image should be maintained. Lululemon is always striving to bring out the scoop up products that have the best features and benefits to their customers because they listen to what their customers want. They continue to give reusable shopping bags to customers as they are an environmentally friendly company.A recommendation that should be developed for the upcoming year is on their product warranty. They should want to mother their customers happy if they are unhappy with their purchase. If something was recently purchased and worn and washed indoors a month of purchasing and looks like it has been worn out, they should offer an deepen and look for the problem as to why the product glowering out poorly in such a short time. Customers become turned off and bad mouth companies who do not stand behind their product.