Precise Market Segmentation and Product Positioning Lululemon has positioned itself precisely in the niche yoga product market. Just like Nike with running, Under Armour with rugby, and Adidas with football, the fate of these major sports brands is inseparable from the general trend of sports. The market positioning of Lululemon captures the demand of yoga lovers for sportswear, solves the problem of yoga lovers through quality product design and clear product positioning strategy, cultivates a consumer group with high brand loyalty, and successfully opens up the niche market, thus prying up the whole sportswear field. Yoga is a niche sport that has only become popular in the past 20 years, while Lululemon captured this niche market opportunity, …show more content…
This is done in order to maintain the brand image and company profits. The main customers are the educated middle class with certain spending power and the pursuit of health, and the target group is less price sensitive. The locations of Lululemon stores in China are mainly located in upscale neighborhoods and quality shopping malls in first-tier cities in China. When Lululemon opened in Shanghai, Beijing, and Hong Kong, all three store locations were in high-end local shopping centers. In Shanghai, Lululemon was located in the Kerry Centre, a top-end international shopping center, the store of Lululemon in the Kerry Centre is next to luxury brands such as Boss and Burberry, making it the only sportswear brand on that floor (WhoknowsChina). Such a store location directly enters the high-end market of positioning, effectively reaching Lululemon's potential customers in the high-end market of China, who are the middle class with high spending power and high demands for quality of