Background
Lululemon Athletica (LULU), a specialty retail brand specializing in fitness and health lifestyle apparel. Originally known for its exposure to yoga, the brand has managed to expand into all fitness with a push into male and outerwear. The brand is now well-known among all those who enjoy physical activity in any capacity from yoga studio's to weight rooms. The company preaches a lifestyle approach which has gained traction with younger consumers who prefer a customized and personable experience. Through their consumer outreach and feedback programs, the firm has been able to consistently