OYA: IMPROVING LULULEMON'S REPUTATION

December 2014

COLLABORATORS
Kaye Evans-Lutterodt
Susan Juvet
Yeri Kim
Jessica Perniciaro
Katie Rose
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TOOLS USED
Market research
SWOT analysis
STP process 

FINAL FORM
In-Class Pitch presentation
Marketing plan

PROJECT SUMMARY
This marketing assignment required teams to select a company whose position in the market was unstable and strategize a way for them to increase their market share.

We chose lululemon athletica, Inc. because of a recent media firestorm regarding many areas of controversy: comments by founder Chip Wilson, questions of quality regarding their yoga pants, and accusations that lululemon apparel was not size-inclusive.

Our plan to bring lululemon positive press incorporated the creation of a new sub-brand, called Oya. Our research revealed that there was a gap in the market for a company that produces high-quality, stylish workout apparel for athletes who partake in high-intensity exercise, such as CrossFit.

Because lululemon expertly designs products that can fulfill performance needs while meeting aesthetic and comfort needs, it is perfectly positioned to address the concerns of this emerging market. Oya apparel would also accommodate women of assorted body types, addressing complaints that lululemon did not design for women with curves or thighs that touched.

Below are graphics that were included in our marketing plan.