How Lululemon Built Athleisure’s Leading Brand – Download the Case Study

How Lululemon Built Athleisure's Leading Brand

LONDON, United Kingdom — As most of the vogue globe scrambled to survive an apocalyptic downturn introduced on by the coronavirus pandemic, activewear label Lululemon’s share price tag rose to an all-time higher very last month.

The originator of dear yoga leggings, and other activewear that normally doubles as daywear, has been an early winner of what is expected to be a decades-long economical crisis. Buyers trapped at residence are even now in the industry for flattering ease and comfort garments, like the brand’s velvety-soft “Align” leggings, which some customers collect by the dozens.

The current point out of the world solidified Lululemon’s position at the best of the athleisure totem, a craze the organization all but made, and which fuelled its expansion in excess of the last two many years. It has underscored the company’s achievement of a unusual and elusive prize: enduring manufacturer price.

But Lululemon’s increase to the top rated of the burgeoning activewear sector — with the sporting activities clothing sector projected to top rated $200 billion this year, according to Euromonitor Worldwide — has not been with no its problems. Advancement has been marred by successive scandals around high quality, tradition and management that broke just as opponents muscled in on the company’s home turf with seem-alike products and solutions at more cost-effective price ranges. Its yoga leggings turned a component of an ubiquitous uniform that also incorporated Uggs and a Starbucks cup, derided by some as a indicates to sign health with out in fact performing exercises and teetering on the brink of style irrelevance. (The glimpse gained the derogatory time period “basic bitch,” adopted by critics and satirists across the net.)

But enjoy for Lululemon remained robust amid main shoppers — who proudly wore their leggings in the studio and out — who swear by the comfort, overall performance and type they offer you. The maverick leadership of Founder Dennis J. “Chip” Wilson had helped Lululemon set up a sticky sense of group that still endures. It’s been a very efficient tool to maintain and grow the brand’s power in spite of turmoil at the top. At the exact time, the corporation has constantly eschewed wholesale and bargains, preserving it from some of the retail disruptions of the previous 10 years, when its aim on technological design and style served it keep some differentiation as competition piled into the burgeoning marketplace for athleisure.

Early adopters’ habit of donning their Lululemon leggings to brunch turned out to replicate a deeper, for a longer time-lasting lifestyle trend, not just a fleeting vogue trend. Indeed, now it can be just the way persons costume, specifically in a do the job-from-household era in which consolation is king.

These days, as the coronavirus carries on to upend lifetime, do the job and the economic climate, the enterprise now appears to be amid the finest-put clothing shops in the world. When the fashion industry as a complete is facing a bleak outlook, demand for activewear has remained comparatively sturdy. The brand rated among The Money Moments‘ top rated 100 providers prospering in the pandemic. It has included around $10 billion to its current market capitalisation this yr.

Lululemon is not immune to the present sector uncertainty, of course. Product sales fell 17 percent in its fiscal very first quarter. Though most of its suppliers affected by pandemic-induced lockdowns have now reopened, the prospect of getting to near yet again in particular spots stays very serious. Its share rate is off the all-time higher arrived at final thirty day period and, like the relaxation of the style world, it will have to obtain a way to navigate the new focus on structural racism and a deficiency of inclusivity within just the industry — an place where by the manufacturer has experienced its share of missteps in the previous.

BoF’s latest situation review examines how Lululemon designed the world’s foremost brand name in a new group, and wherever the company goes from below.

How Lululemon Built Athleisure's Leading Brand

Designed exclusively for BoF Qualified associates, scenario scientific studies explore the vital difficulties experiencing the industry now. Explore much more situation reports and reviews from The Business enterprise of Vogue right here.

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