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Lululemon newproducts

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Lululemon is considering expanding into the Italian market by introducing their line of technical athletic clothing. Italy represents a good opportunity due to their fashion sense and emphasis on fitness and style. The target demographic in Italy would be ages 25-65, which makes up about 60% of Rome's population, representing potential to reach over 50% of the city. To succeed, Lululemon would position itself as a sophisticated and trendy athletic brand, selling in strategic locations while promoting the active lifestyle beyond just the clothing.

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Amanda BrodyInternational Marketing
ObjectiveChoose an established brand and consider how the company might introduce their products into a new marketSince Lululemon is not present in Italy, we thought it would represent a good fit (high quality clothing and fashion sense of Italy) We also chose Lululemon given because its an admired and aspirational company
Lululemon newproducts
Italy DemographicsTotal population: 58,090,681 Largest Cities: Rome, Milan and Naples GDP real growth rate: -5.1%GDP per capita is a high $29,900Stress is related to 99% of all illness.
NeedsHighest: Individualism and Uncertainty AvoidanceLowest in Power DistanceJealousy works the opposite way you want it to.
MarketTrendsOne of most fashionable countries in worldFlorence, Rome and MilanFashionisa lifestyleGiorgio Armani, Elsa Schiaparelli and Roberto CavalliSophistication and attitudeDance, sing, floss and travel.
Market Growth1 of 3 Italians regularly exercise are fitness and style conscious Trends are constantly changing per season15-64 years: 66.3% (male 19,530,696/female 18,981,084)Lululemon targets largest demographic age group in ItalyIf apparel proves to be trendy/fashionable it will appeal to Italian consumersBreathe deeply and appreciate the moment. Living in the moment could be the meaning of life.
Italys Form of GovernmentUnitary Parliamentary Democratic RepublicSuccessful people replace the words 'wish', 'should' and 'try', with 'I will'.
Economy StableHigh standard of livingHigh nominal GDPDecreasing growth rateWhat we do to the earth we do to ourselves.
Major OrganizationsWorld Trade OrganizationCouncil of EuropeWestern European UnionOrganization of Economic Co-Operation DevelopmentNature wants us to be mediocre because we have a greater chance to survive and reproduce. Mediocre is as close to the bottom as it is to the top, and will give you a lousy life.
Tariffs and Quotas Some selected imported items depending on products originVisualize your eventual demise. It can have an amazing effect on how youlive for the moment.
ProductsTechnical clothing for yoga, dancing, running, and most other sweaty pursuits. We create components for people to live longer, healthier, more fun lives. -LululemonDo one thing a day that scares you.
Technical FabricsHigh Impact FabricsLuon速 - signature fabricLuxtreme, Merino Wool, Coolmax速, Circle and Power mesh, & SwiftLow ImpactCotton fleece, stretch French Terry, and Pima Cotton, & Vitasea速 Outside FabricsGlyde and Softshell
Characteristics of Possible MarketsTarget Market ProfileAge: 25-65
Males and females
College graduate, in the workforce
Relatively high income
Experiencers and Innovators
Brand LoyalLife is full of setbacks. Success is determined by how you handle setbacks.
Characteristics of Possible MarketsRome,Capital of ItalyFriends are more important than money.
Market Size & Potential PricingTarget market age ranging between 25-65 includes about 60% of population in Rome potential to reach 50%+ of population Pricing would remain the same, converted into Euros1 US dollar = 0.7534 Euro
Media LandscapePrint is overwhelming and oversaturatedTV offers 8 free channels and 800+ Mobile phones Internet The pursuit of happiness is the source of all unhappiness.
Advertising & PromotionVery attractive store windows & prices Rome is a walking cityPrices make it a live advertisementShows off apparelGyms & yoga studiosBrand ambassadorsInvolve themselves with communityDiscounts for certified yoga instructors Your outlook on life is a direct reflection of how much you like yourself.

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Lululemon newproducts

  • 2. ObjectiveChoose an established brand and consider how the company might introduce their products into a new marketSince Lululemon is not present in Italy, we thought it would represent a good fit (high quality clothing and fashion sense of Italy) We also chose Lululemon given because its an admired and aspirational company
  • 4. Italy DemographicsTotal population: 58,090,681 Largest Cities: Rome, Milan and Naples GDP real growth rate: -5.1%GDP per capita is a high $29,900Stress is related to 99% of all illness.
  • 5. NeedsHighest: Individualism and Uncertainty AvoidanceLowest in Power DistanceJealousy works the opposite way you want it to.
  • 6. MarketTrendsOne of most fashionable countries in worldFlorence, Rome and MilanFashionisa lifestyleGiorgio Armani, Elsa Schiaparelli and Roberto CavalliSophistication and attitudeDance, sing, floss and travel.
  • 7. Market Growth1 of 3 Italians regularly exercise are fitness and style conscious Trends are constantly changing per season15-64 years: 66.3% (male 19,530,696/female 18,981,084)Lululemon targets largest demographic age group in ItalyIf apparel proves to be trendy/fashionable it will appeal to Italian consumersBreathe deeply and appreciate the moment. Living in the moment could be the meaning of life.
  • 8. Italys Form of GovernmentUnitary Parliamentary Democratic RepublicSuccessful people replace the words 'wish', 'should' and 'try', with 'I will'.
  • 9. Economy StableHigh standard of livingHigh nominal GDPDecreasing growth rateWhat we do to the earth we do to ourselves.
  • 10. Major OrganizationsWorld Trade OrganizationCouncil of EuropeWestern European UnionOrganization of Economic Co-Operation DevelopmentNature wants us to be mediocre because we have a greater chance to survive and reproduce. Mediocre is as close to the bottom as it is to the top, and will give you a lousy life.
  • 11. Tariffs and Quotas Some selected imported items depending on products originVisualize your eventual demise. It can have an amazing effect on how youlive for the moment.
  • 12. ProductsTechnical clothing for yoga, dancing, running, and most other sweaty pursuits. We create components for people to live longer, healthier, more fun lives. -LululemonDo one thing a day that scares you.
  • 13. Technical FabricsHigh Impact FabricsLuon速 - signature fabricLuxtreme, Merino Wool, Coolmax速, Circle and Power mesh, & SwiftLow ImpactCotton fleece, stretch French Terry, and Pima Cotton, & Vitasea速 Outside FabricsGlyde and Softshell
  • 14. Characteristics of Possible MarketsTarget Market ProfileAge: 25-65
  • 16. College graduate, in the workforce
  • 19. Brand LoyalLife is full of setbacks. Success is determined by how you handle setbacks.
  • 20. Characteristics of Possible MarketsRome,Capital of ItalyFriends are more important than money.
  • 21. Market Size & Potential PricingTarget market age ranging between 25-65 includes about 60% of population in Rome potential to reach 50%+ of population Pricing would remain the same, converted into Euros1 US dollar = 0.7534 Euro
  • 22. Media LandscapePrint is overwhelming and oversaturatedTV offers 8 free channels and 800+ Mobile phones Internet The pursuit of happiness is the source of all unhappiness.
  • 23. Advertising & PromotionVery attractive store windows & prices Rome is a walking cityPrices make it a live advertisementShows off apparelGyms & yoga studiosBrand ambassadorsInvolve themselves with communityDiscounts for certified yoga instructors Your outlook on life is a direct reflection of how much you like yourself.
  • 24. Advertising & PromotionsRelationships with environmental groupsSocially responsible Buzz Marketing Press opportunities (TV, Newspapers, Etc.)Advertising campaigns in magazinesGlamour, Vogue Italia, GraziaThat which matters the most should never give way to that which matters the least
  • 25. CompetitionNike and AdidasRetailers Umbro and PumaSoccer orientedAmerican ApparelBasic productsFILA
  • 26. Reaching SuccessPosition brand as sophisticated & trendy athletic optionSell apparel in strategic locations Promote the lifestyle (not just clothing)Make ad campaigns culturally appropriateMaintain brand simplicity, creativity and voicePractice yoga so you can remain active in physical sports as you age.