Lululemon’s current business level strategy is differentiation. Lululemon is able to charge premium prices for its products while still retaining loyal customers due to its high-quality brand image and other differentiation approaches. One of its strategies is to continually innovate its products. Lululemon’s design team works closely with suppliers to incorporate the newest technical innovations that bring distinct specifications to its products. (Lululemon Athletica Inc., 2017). Lululemon also has a strong design-led vision. It maintains that design is at the core of what it does and what separates it from the rest of its competitors. To optimize this core competency, Lululemon’s Vancouver based design team partners with international designers performs extensive …show more content…
Lululemon also places high importance on healthy living and creating a sense of community that its consumers want to be a part of. It promotes healthy living by hosting free yoga classes and run clubs to the public (Quiroz, M. A., Kraft, M., Berlin, C., Doud, G., & Holloway, K., 2018). It strives to create a sense of community by hiring local ambassadors who build authentic relationships with consumers and increase brand awareness through a grassroots approach. As Hill (2017) quoted, the ‘Ambassador Program’ is intended to “celebrate and promote local leaders who reflect our culture and share our passion and dedication for elevating the health and fitness of our communities,” as stated by Lindsay Claydon, the Director of Brand and Community for Lululemon in Europe. The Ambassadors are made up of elite athletes, social influencers, and yoga instructors who interact with customers regularly, test new products and provide feedback to the design team in order to create the most relevant and attractive products for consumers (Hill,