Lululemon has a number of distinctive competencies that shape and fund the functional-level strategies that improve the effectiveness of its operations. Lululemon introduced their first distinctive competency by focusing on yoga products. Its founder Chip Wilson built the company believing that yoga would be the next big health phenomenon. Alike Under Armour and its niche focusing on football, Lululemon would find a niche in the apparel clothing industry by focusing on yoga and creating apparel that was unique from any other on the market.
Lululemon built another distinctive competency by creating quality products designed with specialized material. Since the foundation of Lululemon new products have been designed to meet certain qualities. Some products have the ability to stretch a great deal and keep in perfect condition, some are meant to prevent sweat and cool the body, and some products even help prevent body odor. Their specialty products are important because they are …show more content…
Lululemon markets using non-traditional methods. They build their brand with innovative techniques based on in-store and community awareness. It is not only cost-efficient but also has been proven to work. For example, Lululemon will promote a new store by hosting free yoga lessons and free community-related events. At their stores they also offer new designs every week to get customers back in the stores to check out the new products. Lululemon also markets successfully when working closely with local gyms. They give away free gear to athletic trainers and are able to market their products in live action. These marketing moves help bring in their target customers, people who are dedicated to a healthy lifestyle and people who are beginning to buy into this lifestyle. Their marketing method has brought global recognition and is continuing to grow from its interactive