Competitive Priorities

What are competitive priorities? 

A competitive priority is a critical dimension in the business strategy process or supply chain in which the business focuses on how to satisfy internal or external customers, both now and in the future. Lululemon is committed to providing its customers with the best quality materials around the world through retail and online ordering. Their competitive priorities are as follows:

Quality  
Top quality brand. Lululemon delivers outstanding services and products to its customers.
The merchandise is made from top quality materials to make sure your body is receiving the best possible support for whatever type of workout the customer will be doing. The type of quality that we use in the clothing is Pilayo which is 88% nylon and 12% Lycra.  Our commitment to high quality means that our products may cost slightly more than some of our competitors, but the quality ensures the best comfort for your workout experience. The quality of the fabric is lightweight, stretchy, sweat controlling, breathable, and moisture wicking. There is an emphasis on the detail within the different sport lines. Our company emphasizes its high quality yoga and athletic apparel for women and men.

Low cost

Our production of merchandise never compromises on quality.  However, we understand the needs of our worldwide customer base.  We utilize global manufacturing operations to efficiently allocate our resources, and spend less in the manufacturing process while still delivering a high quality and competitively priced product.

Design
We offer lightweight fabric, stretch, and sweat control, as well emphasis on details within different sports lines.

Customization
The customization of our clothing is unique for our specific athletic wear like yoga wear and running gear.  Our merchandise incorporates style, technical quality, and functionality to offer better fit, which has led us become top choice to our target consumers. Our customers not only buy clothing and merchandise, but they can also sign up for in-store events such as workshops, runs, and yoga classes offered on a weekly basis that are tailored to the local surroundings. Our company personalizes the in-store experience with customers by having an educator and ambassador in every store to talk to customers about healthy living, exercise and to gather the customer's opinion about the product.

Flexibility 
Our company offers customers more shopping flexibility through online sales. Our customers can order online and have different types of Lululemon sports gear selected and recommended for them. In addition, our company has many store locations for customers who like to shop at physical stores and have the opportunity to try on the product before making a purchase. Online and physical stores are available in the USA and abroad, which allows us to serve customers around the world and further asses customer favorites and trends in different countries.  

Development speed.
Lululemon is able to bring fashionable clothing to the market very quickly. Our company implements procedures that allow us to dramatically improve our speed and flexibility on how we bring the product to the market all while incorporating new trends. These efforts include the development of a segmented supply chain to unlock efficiencies, and staging fabric to better position us to a chase demand and implementing new speed models for our core and seasonal styles.