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With increased digitization and higher traffic on the companys website and mobile apps, the contribution of digital sales to total revenue is expected to cross 28% in 2019. Initially, the brand is known for womens yoga apparel, but it has grown into men, casual, and lifestyle brands. In this strategy, companies focus on diversifying within the supply chain. This means that the costs of inputs could increase for Lululemon Athletica Inc. New entrants: there have been numerous players that have entered the market and are gaining market share Lululemon Before we dive deep into the SWOT analysis, let us get the business overview of Lululemon. Blackwell: Oxford. The rivalry among existing players is intense. Lululemon, a Canadian athletic apparel retailer, has been focused on improving their supply chain with new technologies and data after inventory issues impacted margin in 2015. } Constant technological developments require the workforce to be trained accordingly as the inability to Lululemon manufactures its product from 35 companies throughout Asia, China, and North America. Chip Wilson, the founder, is a Canadian entrepreneur who started a surfwear company before starting Lululemon. #section_149894842 .ux-shape-divider--top svg { capital expenditure it has incurred on various projects in the past. Solos) while there are several popular outdoor sports that boomed because of the pandemic where Lululemon is not yet active in (e.g. Lululemons stores are designed to provide their customers with an exceptional shopping experience by including amenities like in-store yoga classes and local events. making sales through these. 2021. Posted by David Williamson on listeners: [], overlooks. This could be possible as costs are low currently. Yoga classes, a strong social media presence, and dedicated Lululemon stores are a source of competitive advantage. Interest rates are low, which provides an investment opportunity for large projects. This focus on e-commerce has helped Lululemon to increase its reach and grow its customer base. #col-2080983883 > .col-inner { padding: 0px 0px 0px 0px; Lululemon begins eroding the big brands market share in the athleisure and lifestyle segment.