BUSINESS PLAN
SUSTAINABILITY FEATURING LULULEMON BY LETICIA LOPEZ
turn to make a good change, Lululemon has always been a recognized for the quality of our products and we focused on this for a long time. Now we want to focus on helping the world we live in. We are creating a sustainable collection, 100% biodegradable in a sustainable environment.
YRAMMUS
A change is always something good and this time it was our
COMPETITORS PATAGONIA
ORGANIC BASICS
WHAT THEY DO
WHAT THEY DO
Patagonia, Inc. is an American clothing
The fashion industry is a dirty bastard. So we
company that markets and sells outdoor
put sustainable thinking at the center of
clothing. The company was founded by Yvon Chouinard in 1973 and is based in Ventura, California. Its logo is the outline of Mount Fitz Roy, the border between Chile and Argentina, in the region of Patagonia.
everything - that means we only choose fabrics that care for our environment and we only ever partner with factories that care about their impact, too.When we say sustainability is our core mission we don’t mean that sustainability is nice to have - we mean that it’s the only way we act.
Swot Analysis Patagonia
S
- High quality products - Environmental friendly business. - Low employee turnover. - Good manufacturing
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process.
-Â Low employee turnover - Very few customer loyalty programs. - No fashionable products. - High price point.
- Increase online traffic.
O
- Expand target market. - Create more fashionable products. _ Customer loyalty programs. _ World wide expantion.
T
- Aging target market. - Competitors.
Swot Analysis Organic Basics
S O
- High quality products - Long Lasting products. -Â 100% Sustainable - work with sustainable factories.
- Increase their styles. - More fashionable products. - Open brick and mortar stores
W T
- Small amount of styles. - E-commerce only. - High price point. - No fashionable products.
- Small target market. - Small amount of styles.
Swot Analysis Lululemon -Customer loyalty.
S
-Good brand identity. -Good quality. -size inclusive. -Good website and programs. -Good advertising. -fabric technology.
-Slow growth.
W
O
-niche growth. -Sustainability. size inclusivity.
-Operational issues. -Visual merchandising problems. - small quantity of colors.
-store locations
-Â growth in stores.
-Lower margins.
T
-Competition. -Lack of trend practice. -Lack of growth.
tekraM tegraT
Lululemon specializes in performance apparel for men, women and female youth. All races and ethnicities. Middle to high income. Health and wellness interest.
We are targeting a customer that relies on internet influencers for clothing choices. A customer that is most likely to use social networks for product research. A customer that is involved or interested in the wellness world that we are involved. A customer that values brand integrity. Sustainability. brand originality. A customer that values the opinion of others regarding our product.
MARKETING CAMPAIGN Social media video explaining what our planet is going through with the large amounts of waste that the fashion industry produces and how we are contributing as a brand, with a product that will disintegrate in land-fields and will not be waste. - Target the customer on how they are contributing as a customer on a more healthy lifestyle, by purchasing products that will benefit their body and will help the environment. - Instagram posts reviewing the benefits to out body in our new tech fabrics. -Small clips of the manufacturing workspace in different countries. -Holistic lifestyle artists reviewing our new products and their benefits to us and to the world. -
LAUNCH EVENT -Yoga retreat in Tulum, Mexico with holistic top influencers. -Serving a plant based menu. -Presenting out new fabrics and benefits. -Â Environmentalist explaining how waste affects our planet and how factories produce so much waste and polution. -Yoga class for the guests. -Gift bags of the new products. -VR experience of the the process of making out new products.
ONLINE E-commerce inventory 70%
FLAGSHIP STORES
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30% of our inventory Chicago, Lincoln Park Los Angeles, Century City NYC, Fifth Ave Vancouver, Robson St
Online Campaign
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Assortment Plan A: E-commerce
Assortment Plan B: Flagship stores
Distribution Plan
P and L statement
Operating Expenses
Future for our 100% sustainable line Lululemon's sustainable line is trying to test the market of people willing to pay a small percentage more, for a good on each individual and as whole world. As our sustainable line evolves and gives us the results we projected, we are going to gradually include more styles in the collection, as well as adding more brick and mortar locations for our sustainable branch. Our plan for the future is to become a 100% sustainable brand with the same quality and brand identity that we have built over the years.
Lululemon background Founded by Chip Wilson in Vancouver, Canada in 1998, lululemon is a yoga-inspired, technical athletic apparel company for women and men. What started as a design studio by day and yoga studio by night soon became a standalone store in November of 2000 on West
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4th Avenue in Vancouver’s Kitsilano neighborhood.
Our first designs were made for women to wear during yoga. Through plenty of feedback from our guests, ambassadors and elite athletes, we now design for yoga, running, cycling, training and most other sweaty pursuits for women and men. Not to mention, our designers are athletes and sweat-minded people, too.
Positioning Map
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Biodegradable fabric benefits Biodegradable fabrics decompose overtime and they dont become waste. Reducing the amount of waste in our planet. Using natural dyes reduces the amount of harsh chemicals thrown into the water.
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Biodegradable fabrics have no harsh chemicals and benefit you skin. Using natural fabrics benefit your body and the environment we live in.
The rise of green consumerism
Half of digital consumers say environmental concerns impact their purchasing decisions. global data shows firm evidence for this.
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Millennials (aged 22-35) are more likely than any other generation to say that they would pay extra for eco-friendly or sustainable products.
Bibliography https://info.lululemon.com/about/our-story/history https://blog.globalwebindex.com/chart-of-the-week/greenconsumerism/