Team Members:

Tianle Yuan
Jiayi Fan
Zhuoyang Fu
Yifei Zhang
Keying Zhu
Shangzhe Li

Keywords

• Modern growth strategy
• Functional Multipurpose Activewear
• Digital Integration

Summary

This project proposes a new approach in the development of a modern growth stratgey for Lululemon. The focus was on growing the brand beyond its yoga-centric image to a new positioning as a performance and lifestyle brand. It’s a concept that’s driven by consumer trends in global athleisure market, which are increasingly focused on functional, multipurpose activewear, inclusive brand scope and digitally integrated retail experiences. Other issues discussed in the report include reach (audience), changing fitness trends and responsiveness of supply chains.