Information about LuluLemon

1. lululemonathletica Kirstin Lynn

2. Overview Chip Wilson – founder June 2008 – Christine Day, C.E.O. 110 stores Mission Statement: Creating components for people to live a longer, healthier, more fun life. Vision: Elevating the world from mediocrity to greatness. Core Values: Quality, Product, Integrity, Balance, Entrepreneurship, Greatness, Fun Goals http://www.lululemon.com/education/goalsetting

3. Reputation Positive Premium product with strong points of differentiation Represents health and women Canadian Positive environment Environmentally friendly High-quality clothing Lots of variety to choose from Unisex Free shipping

4. Reputation Negative Overpriced Not enough in stock Controversy with events Sizes not large enough to fit everyone

5. Media Audit Seaweed controversy - Seaweed fibre contained in the fabric of itsVitaSea garments which releases minerals and vitamins into the skin - Shares dropped $3.43, 9% Olympic clothing controversy - released a line of clothing named the "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition"

6. Social Media Facebook - active, involved - 303,790 likes - primarily positive comments Twitter - massive reach - 69,001 followers - 18,863 tweets Lululemon blog Flickr

10. Crisis Management Bag recall, December 2010 - Bags were seen as a health hazard due to traces of lead being found in the material C.E.O. Christine Day “We choose our partners carefully and the manufacturer of the shoppers is known for its green practices, and is co-operating fully with our review,” Day said in a news release. “While we conduct that review, we believe that from a long-term environmental perspective it is better to stop distributing these bags. Our guests will be provided with shoppers from other manufacturers that do not raise potential environmental concerns.”

11. Public Analysis Primary customers 32 year old female Secondary customers 38-42 year old females North American market Individuals that work, play and share our vision of creating healthier, happier and more fun lives Producers Factories in Canada, USA, Israel, China, Taiwan, Indonesia and India Recently increased from 5 to 22 top performing ‘A’ factories in the past 16 months (in labor, health and safety, and environmental performance criteria)

12. Future Goals Expand within the North American market (No interest in franchising yet) Hoping to have over 300 stores in the next two years Build real estate pipeline for the future Product Expansion Build on e-commerce Focus on execution & productivity of current store base