Lululemon Athletica Inc.

Examining the CDMP in Relation to Lululemon's Marketing Strategies

Ashley Chen, Mitsuki Tanaka, May Wang

Professor Munson

Mar 10 2022

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 Table of Contents

I. Title Page ……………………………………………………………………………….1

II. Table of Contents ……………………………………………………………………….2

III. Executive Summary …………………………………………………………………….3

IV. Introduction: Literature Review on Contextual Background of Topic and Company

(Brand, Service, Idea etc.) ………………………………………………………………5

V. Relating Stages of the CDMP and their Associated Key Concepts, Techniques, Models,

Ideas, Theories, etc. to Current and Recommended Future Marketing Strategy………..6

VI. Research Objectives, Major Questions, Hypotheses for Specific Stages of CDMP……11

VII. Methodology …………………………………………………………………………...13

VIII. Major Recommendations and Implications ……………………………………………14

IX. Appendices ……………………………………………………………………………..17

1. Final Survey Draft …………………………………………………………………...…24

2. Female and Male Market Bar Graph …………………………...………………………24

3. Advertisements Figures ……………………………………………………………...…24

X. Bibliography ………..…………………………………………..………………………25

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Executive Summary

Problem Recognition Process (Mitsuki Tanaka)

Selective Problem Recognition

Selective Problem Recognition relates to Lululemon since they are the only brand that

can solve certain problems for clothes such as creating pants (ABC pants) that protect males’

private area. These pants can be worn to work and for everyday use and not just for exercises.

Selective problem recognition requires Lululemon to convince people that they need the product,

this is why our first recommendation is that they should create a campaign where they highlight

businessmen/women to show that they sell more than athletic wear. They should also talk about

the fabric they create through extensive research since that helps them differentiate from their

competitors. Only Lululemon has many unique features such as wrinkle-resistance, 4-way

stretch, quick dry, etc in one product.

Inactive Problem Recognition

Our recommendation is to first convince consumers that they have a problem that

Lululemon solves. They need to show that people do not like to wear smelly clothes and that

their Silverescent technology stops the stink that causes bacteria to grow. They can create funny

but also educational videos and use the viral marketing strategy. This will attract more customers

because many people face the issue of body odor and that is why the deodorant market is so

saturated with products. Therefore, promoting the Silverescent technology is important so that

consumers can have their problem be solved and more confidence instilled in them.

Alternative Evaluation (May Wang)

The first concept under the alternative evaluation stage is evaluation criteria are benefits

or values consumers seek in a product to solve a specific problem they have. A solution for

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Lululemon to increase consumer perception on its quality of products or to even invent its own

product category, Lululemon can have side-by-side comparisons of fabric samples in their stores

for consumers to differentiate the quality between Lululemon and other competitor brands. The

second concept focuses on affective and attitude-based choice. In order to further establish

consumer emotion when wearing Lululemon activewear and to influence perception of the

brand, Lululemon should partner with athletes, influencers, and other brands to launch new

product lines.

Post-purchase Processes (Ashley Chen)

Post-purchase dissonance

Many consumers find Lululemon excessively pricey which may cause consumers to

experience post-purchase dissonance, specifically feelings of regret or uncertainty due to the

high prices. Creating a Lululemon punch card would be our recommended marketing tactic for

attracting new clients while also enhancing customer loyalty. While using the Lululemon punch

card, customers would essentially purchase 9 products with a certain minimum price each item,

and then receive a 20% discount on the tenth item. Customers may also purchase five products

and receive a small free present, such as a scrunchy or headband, in another variation of the

punch card. This gives customers the impression that their purchases are contributing to a larger

purpose that will eventually benefit them.

Consumption Guilt

Because Lululemon only employs a small percentage of eco-friendly materials, including

recycled materials, many buyers may suffer consumption guilt while purchasing Lululemon

items. Despite the fact that Lululemon is a member of the Sustainable Apparel Coalition and

touts sustainability as one of its fundamental principles, the company has taken little to no steps

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to minimize greenhouse gas emissions and enhance the usage of recycled materials. Lululemon

should advertise and act on more of their environmental activities in the future, according to the

proposed marketing plan. The company should begin by developing and advertising a

sustainable clothing line made entirely of recycled materials. This strategy may reduce the

amount of consumption guilt experienced by consumers and also reach a new customer segment

that is more environmentally conscious.

IV.Introduction: Literature Review on Contextual Background of Topic and Company

Lululemon Athletica Inc. was founded in 1998 in Vancouver, Canada. They began by

selling clothes for yoga made for women, however, now they sell clothes for all genders and for

any kind of athletic activity (“History”). They have become one of the top athleisure wear brands

with 321 stores in the US and 521 stores worldwide (Tighe, 2021). For their fiscal year of 2020,

their gross profit was $2.46 billion dollars which is about a 11% increase from 2019 (Tighe,

2021). The increase in stores and profit also explains the growth with their employees increasing

32% from 2020 with a total of 25,000 employees worldwide (“Lululemon Athletica Inc”).

The company is very successful because they are innovative and unique from their

competitors. They research and create their own fabric to only provide the best quality products

for their customers. It takes many months and sometimes a couple of years to create a product

which shows their dedication to creating something that will satisfy the majority of their

customers.

Lululemon is especially relevant because it is still growing and they are not stopping

anytime soon. Starting this year, Lululemon has agreed to create Team Canada’s Olympic and

Paralympic gear for the next six years. They created uniforms for the Winter Beijing Olympics

and Paralympics and it is being talked about in the media a lot. Additionally, they are not just

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another apparel company because they prioritize community and values such as diversity, gender

equality, and sustainability. They motivate people to be who they are and enjoy being active

through their mission of “elevating the world by realizing the full potential within every one of

us” (“Our Impact”). They show that they care about the community by hosting events, free yoga

classes that anyone can attend or join their run club, and much more.

V. Relating Stages of the CDMP to Current and Recommended Future Marketing Strategy
Problem recognition (Mitsuki Tanaka)
One of the steps for consumer decision making processes (CDMP) is Problem

Recognition. As the book mentions, problem recognition is the result of the “discrepancy

between a desired state and an actual state that is sufficient to arouse and activate the decision

process.” The problem with Lululemon is that it is popular amongst female customers, however

they lack awareness of the male market. This is an issue for them since all of their stores have

clothes for all genders, nonetheless the profit is drastically low for male clothes (Appendix 2).

Concept 1 - Selective Problem Recognition

As the book mentions, selective problem recognition relates to “a discrepancy that only

one brand can solve.” Since Lululemon has technical/athletic apparel that helps them

differentiate themselves from competitors, they can solve selective problem recognition.

Current strategy

Their current marketing strategy is their “feel” campaign which is a global brand TV

campaign. The advertisements elicit positive emotions for consumers since the videos help them

imagine how they will “feel” wearing Lululemon.

Recommend Future Marketing Strategy

Since Lululemon needs to convince people that they need the product, our first

recommendation is that they should create another campaign where they highlight

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businessmen/women to show that they sell more than athletic wear. They should also talk about

the fabric they create through extensive research since that helps them differentiate from their

competitors. Only Lululemon can solve problems such as wrinkle-resistance, 4-way stretch,

quick dry, etc because they create their own fabric.

Concept 2 - Inactive problem

An inactive problem as defined in the book states, it is a problem where “one of which

the consumer is not aware.” Lululemon has an inactive problem since consumers do not know

that they need Lululemon clothes to satisfy their needs even though they have high quality, with

many features that people will love. As we found from our survey, most consumers find

Lululemon clothes as pricey and believe that their products are not worth the money. However,

the customers who purchase their clothes are highly satisfied with their products. One unique

feature is their Silverescent technology where it stops the stink causing bacteria to grow on their

clothes. Therefore they should focus on advertising their high quality and unique features that

make the clothes worth the price.

Current strategy

Their current marketing strategy is very limited as they only have one video explaining

the product feature. Additionally, they have information on their website but consumers need to

take time to look for the features and read through the explanation extensively.

Recommend Future Marketing Strategy

Our recommendation is to first convince consumers that they have a problem that

Lululemon can solve. They need to show that people do not like to wear smelly clothes and that

their Silverescent technology stops the stink causing bacteria to grow. This will attract more

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customers since more people are self conscious about their smell rather than how a fabric makes

them feel.

Alternative Evaluation (May Wang)

Concept 1 - Evaluative criteria

According to the textbook, evaluative criteria are the “various dimensions, features, or

benefits a consumer looks for in response to a specific problem” (Mothersbaugh, 2019).

Evaluative criteria can either refer to functional attributes or emotional reactions and are

typically associated with desired benefits. For example, our respondents ranked durability,

functionality, and price to be the three most important attributes. We can infer that respondents

want comfortable and functional activewear that will allow them to complete a day’s worth of

tasks.

Current and Recommend Future Marketing Strategy

Lululemon exemplifies a high perception of quality as when asked to rate the quality of

Lululemon activewear, 44% of respondents answered it has Good Quality while 44% said it has

Very Good Quality. Lululemon upholds their reputation in high quality products in their Quality

Promise which allows consumers to return or exchange items after purchase if quality is not

up-to-par. To further emphasize this evaluative criteria, Lululemon can include swatches of

fabric in its stores where consumers can physically feel the difference in quality between its

brand and other competitor brands.

Concept 2 - Affective and Attitude-Based Choice Decision Processes

Affective choice tends to look at products holistically where consumers evaluate products

based on how they will make users feel when using them. Attitude-based choice involves very

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little gathering of product information before purchase and mostly depends on general attitudes,

impressions, intuitions, and heuristics.

Current Marketing Strategy

Looking at Lululemon’s current marketing strategy, we can infer they are mostly catering

towards the affective choice and attitude-based choices since most of their video advertisements

include inspirational messaging with limited information about their products and product

attributes (Appendix 3). These ads are focused on how subjects feel when they wear Lululemon

products rather than the tangible benefits that come with their activewear. Because Lululemon is

considered a luxury brand within the activewear industry, when consumers are purchasing from

Lululemon they base their purchase decisions on the feeling of motivation that comes from

wearing Lululemon clothing or purchase Lululemon activewear based on past purchases or

perceived notions of its quality.

Recommended Future Marketing Strategy

In order to further capitalize on the affective and attitude-based decision processes,

Lululemon can collaborate with celebrities and other brands to create new product lines. Doing

so will increase the emotional connection consumers feel towards Lululemon’s activewear and

strengthen certain impressions of the brand. For example, one of the most well known

celebrity-brand collaborations is the Michael Jordan and Nike basketball shoes. By having

professional athletes represent the brand, Nike has established a high-performance, athletic brand

image. When asked to use two words to describe Nike, most of our survey respondents

responded with words such as, “athletic,” and “sporty,” while the words “quality,” and

“expensive,” were used to describe Lululemon. Even if Lululemon weren’t to position itself as a

high-performance athletic brand, it can still utilize a similar strategy of partnering with more

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lifestyle-focused influencers to shape impressions of the brand to represent more emotional

attributes.

Post-purchase Processes (Ashley Chen)

Concept 1 - Post-Purchase Dissonance

Current Strategy

Lululemon’s current marketing strategy is heavily reliant on the post-purchase experience

by providing a standard return policy along with many other benefits to prevent post-purchase

dissonance. In order to combat this dissonance, Lululemon provides a 30 day return policy,

however, they are very lenient. The brand will take almost anything back outside the return

window, and exchange it for something new. Another tactic used to further engage the

post-purchase experience is that Lululemon provides free hemming on shirts and bottoms, and no

tags or receipts are required. Even if customers bought the item secondhand, the vendor will

make the required change. Lululemon will also repair damaged seams or holes, ensuring that

customer's leggings last a lifetime. Lululemon also has a membership program that is still in the

beta testing phase. At this time, the program costs $168 CAD and $148 USD. The Lululemon

membership benefits as of now are: exclusive membership gear valued over $100, 12 passes to

the member’s choice of sweat classes or events, 20% off Lululemon gear on members’ birthdays,

live digital workshops designed and facilitated by Lululemon, first pick on select product

releases and special access to exclusive gear.

​Recommended Future Marketing Strategy

Through analyzing the results of the Qualtrics survey, our team found that many

respondents think that Lululemon is very expensive and overpriced, which hindered many of

them from purchasing the brand's products. In order to garner new customers while also

increasing customer loyalty, creating some sort of Lululemon punch card would be our

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recommended marketing strategy. The Lululemon punch card would essentially have customers

purchase 9 items with a set minimum price per item and with the tenth item purchased the

customer would receive a 20% off discount. Another possible version of the punch card could be

that customers only purchase five items and get a small free gift such as a scrunchy or headband.

The recommended marketing strategy would ultimately aid in the post-purchase dissonance

problem as many consumers feel regret or uncertainty about a purchase if they spend a lot on it.

This way consumers feel like their purchases are going towards an end goal that will ultimately

reward them.

Concept 2 - Consumption Guilt

Current Marketing Strategy

In our world today more and more consumers are concerned about sustainability so many

consumers may experience consumption guilt when purchasing Lululemon products as

Lululemon only uses a low proportion of eco-friendly materials, including recycled materials.

While Lululemon is a member of the Sustainable Apparel Coalition and claims sustainability as

one of its core principles and has set a target to reduce greenhouse gas emissions generated from

its owned operations and supply chain by 60% by 2030, there is no evidence it is on track to

meet its target.

​Recommended Future Marketing Strategy

To counteract this issue the recommended future marketing strategy would be that

Lululemon should promote more of their initiatives towards sustainability. As of now there is a

page on their website titled “Better Products” where they list goals for increasing the use of

recycled material. For instance, “At least 75% of the polyester we source will be recycled

content (with a stretch goal of 100percent) by 2025.” Even though the brand lists many goals,

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there is no evidence of how they are working towards them. The company should start ideating

and then promoting a sustainable clothing line that is made of 100% recycled materials.

VI. Research Objectives, Major Questions, Hypotheses for Specific Stages of CDMP

Problem Recognition (Mitsuki Tanaka)

Chi-Square
Ho: Gender and Lululemon clothes owned are independent
Ha: Gender and Lululemon clothes owned are not independent
Question for Variable 1: What is your gender?
Question for Variable 2: DO you own any activewear from Lululemon?
Correlation Coefficient
Ho: p = 0, There is no relationship between money spent at Lululemon and gender
Ha: p > 0, There is a direct relationship between money spent at Lululemon and gender
Question for Variable 1: What is your gender?
Question for Variable 2: On average how much do you spend on Lululemon activewear per
month?
T-Test
Ho: there is no significant difference between males and females in terms of how much
they “like to shop at Lululemon”
Ha: females like to shop at Lululemon more than males
Ho: u (females) – u (males) = 0
Ha: u (females) > u (males)

Unlikely Likely No difference Likely Very Likely

_______ ______ _________ _______ _________
(-2) (-1) (0) (1) (2)
Alternative Evaluation (May Wang)
Chi-Square
Ho: the frequencies of shoppers who prefer to shop at Lululemon for a male friend/relative forms
a uniform distribution
Ha: the frequencies of shoppers who prefer to shop at Lululemon for a male friend/relative does
not form a uniform distribution
Question to measure this: If you were to buy a male friend/relative an activewear shirt, where
would you most likely shop?
● Measurement: nominal scale, 8 categories of brands including Lululemon, Nike, Adidas,
Champion, Gymshark, Under Armor, Vuori, Other
Correlation Coefficient
When buying workout clothes, how important is functionality and durability to you?
Ho: p = 0
There is no relationship between perceived importance of being functional (variable 1) and
durable (variable 2)
Ha: p > 0

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There is a positive relationship between perceived importance of being functional and durable
● Measurement: scaled intervals, 5 categories ranging from unimportant to very important
T-Test
Ho: u (Lululemon) = u (Nike)
Ha: u (Lululemon) > u (Nike)
The next time you purchase activewear for yourself, what is your “intention to buy” each of the
following brands?--- Lululemon and Nike:
● Measurement: scaled intervals, 5 categories ranging from definitely will not buy (0) to
definitely will buy (4)
Post-purchase Processes (Ashley Chen)
Chi-Square
Ho: the frequencies of shoppers whose most preferred Lululemon to shop at for clothing items
forms a uniform distribution
Ha: the frequencies of shoppers whose most preferred Lululemon to shop at for clothing items
does not form a uniform distribution

Question to measure this: What is your favorite activewear brand?

__Lululemon __ Nike __Adidas __Champion __Gymshark __Under Armor __Vuori __Other
Correlation Coefficient
Ho: ρ = 0
(There is no relationship between a consumer’s gender (Variable 1) and
frequency of returns after purchase (Variable 2)
Ha: ρ > 0
(There is a direct relationship between a consumer’s gender (Variable 1) and
frequency of returns after purchase (Variable 2)
Question for Variable 1: What is your Gender?
Question for Variable 2: How often do you return an item after making a purchase at
Lululemon?

T-Test
Ho: u ≤ 0
Ha: u > 0
On a scale from 1-5 how affordable/expensive do you think Lululemon clothes are?
Affordable _____ ______ _______ _______ ______ expensive
Extremely (2) slightly Neutral (0) Slightly Extremely (-2)

VII. Methodology: Data Sources Used and Survey Questionnaire Design (1-2 pages
maximum)
We began our survey by breaking it up into 5 sections: screeners, warm-ups, transitions,

complicated, and classification. Doing so allowed us to properly distribute and organize our

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questions accordingly. After inputting the questions into Qualtrics, each member went through

the survey as if taking it for the first time alongside with running pilot tests. From our pilot tests

we were able to determine any typos or questions that were ambiguous or poorly written. For

example, during our pilot test we discovered on the questions that asked respondents the amount

of money they currently spend on activewear and what price they would like to spend, one of the

answer choices states >$50 rather than <$50. The respondent expressed confusion and we were

quickly able to apply the appropriate revisions.

Our survey was approximately 7 pages long, but some of our questions had multiple

answer choices which took up more space than our other questions. We estimated it to take

respondents around 4-5 minutes to complete the survey and included questions regarding

respondents’ exercise habits, spending habits, activewear preferences, willingness to buy, etc.

Respondents were asked about their knowledge and experience with Lululemon as well as other

competitor brands such as Nike, Adidas, Champion, and many others. The survey was sent to

friends and classmates where we received a total of 55 responses. Respondents were college age,

with a majority aged 20-21. Refer to Appendix A for the final draft.

VIII. Major Recommendations And Implications

Major Recommendation #1: Professional Athlete Endorsements

The first recommendation is professional athlete endorsements with a focus on male

athletes. This will highlight professional athletes talking about Lululemon's innovative

technology to increase problem recognition amongst consumers, especially for the male market.

We believe that this is highly effective because firstly since professional athletes have high

recognition, building trust and awareness among consumers will be easier. Secondly, we

recommended this strategy for the problem recognition process because Lululemon has product

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features that only they can solve (selective problem recognition). One example is the

Silverescent technology which stops stink causing bacteria to grow on clothes. Not many

consumers know about this feature, however, if they are aware, more people will be inclined to

buy their products. Lastly, we suggest highlighting the benefits of their product since many

consumers believe that Lululemon is pricey compared to competitors and this will help with

consumers’ decision making process.

Major Recommendation #2: Partnerships With Athletes and Other Brands

The second recommendation which would apply to the alternative evaluation stage is for

Lululemon to partner with professional athletes and brands to create product lines that will

appeal to consumer emotions and perceptions of the brand. This recommendation is the most

promising for this decision stage as professional athletes and brands already have an established

target group with a strong sense of loyalty. Although partnering with athletes to roll out new

products could increase competition with other brands such as Nike, Adidas, and Champion, it

would also help increase the variety of products that are offered. Since Lululemon has such a

high reputation of having good quality, it would further elevate the brand and Lululemon would

be able to excel in multiple attributes. Instead of just being known as “expensive,” and “high

quality,” as shown by our survey respondents, consumers would have an emotional connection to

the products and the brand which would last and increase consumer loyalty as well.

Major Recommendation #3: Punch Card

The major recommendation that was found to be most promising for the post-purchase

evaluation stage was the Lululemon punch card strategy as it both increases brand loyalty while

motivating new customers to buy from Lululemon. Many respondents from the Qualtrics survey

viewed Lululemon products as “Very Expensive” which overall made them less likely to

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purchase from the brand, showing that their brand perception is viewed as highly priced. Some

benefits would be that after purchasing a Lululemon product and receiving a punch card,

consumers may be excited to complete it and be motivated to finish it, thus increasing sales. A

risk of this idea may be that consumers are not enticed about the reward (20% discount or small

free gift) and will choose not to participate in the punch card system. This will take some trial

and error to figure out how much a consumer is willing to spend in order to redeem the reward.

A possible idea would be that once the customer has made 4 purchases (halfway through

punchcard), they have the option to redeem a small free gift, or rather choose to save their

“punches” towards redeeming the 20% discount.

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IX. Appendices
Appendix 1: Draft #2: Final Survey Questionnaire
Intro
Welcome to our survey about Lululemon activewear purchasing behaviors. Your responses are
very important to us as they help us better understand what consumers like you think of
Lululemon and its activewear in regards to competitor brands, and can help marketers improve
Lululemon’s buying experience. This survey is anonymous and responses will only be analyzed
alongside many other respondent surveys. This survey is approximately 4-5 minutes long. We
thank you for your participation!

Screeners
1. Have you heard about Lululemon before? Yes ____ No ____
Do you own something that is Lululemon?
2. If yes, do you own any activewear from Lululemon?
3. How often do you visit the Lululemon store/website?
4. If yes, on average how much do you spend on Lululemon apparel and merchandise?
5. Do you consider yourself an active person?
6. Where do you usually get inspiration for new purchases for activewear?
a. Friends
b. Family
c. Celebrities
d. Magazines
e. Social media/influencers
f. Fashion blogs
g. Stores
h. Street styles
7. What is your gender? ______

Warm-ups
8. How often do you go to the mall? Select one:
a. Multiple times a week
b. Once a week
c. Every other week
d. Once a month
e. Less than once a month
9. How often do you purchase activewear? Select one:
a. Multiple times a week
b. Once a week
c. Every other week
d. Once a month

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 e. Less than once a month
10. What words would you use to describe Lululemon?
11. What words would you use to describe Nike?
12. How many hours a week do you spend exercising?
a. 0 - 2 hours
b. 3-5 hours
c. 6-8 hours
d. 8-10 hours
e. 10+ hours
13. What type of exercise do you engage in on a regular basis? Select all that apply:
a. Going to the gym
b. Yoga
c. Pilates
d. barre/dance
e. Running
f. Cycling
g. HIIT/Crossfit
h. Swimming
i. Boxing
j. Tennis
k. Team sports (soccer, volleyball, basketball, etc.)
l. Other ___
14. Where do you buy activewear? Select all that apply:
a. Department stores
b. Specialty brands (ex: Lululemon, Nike)
c. Multi-brand sports retailers (ex: REI, Dick’s Sporting Goods)
d. Discount stores (ex: TJ Maxx, Nordstrom Rack, etc)
e. Stores in gyms (ex: Equinox shop, etc.)
f. Online
g. Other ___
15. Roughly how many activewear tops do you own?
a. 0-2
b. 3-5
c. 6+
16. Roughly how many activewear bottoms do you own?
a. 0-2
b. 3-5
c. 6+
17. What do you mainly use activewear for? Select all that apply:
a. Exercise

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 b. Lounging at home
c. Running errands
d. Everyday wear
e. Fashion statement

Transitions
18. How important is functionality in your activewear?
__unimportant __ slightly important __moderately important __very important __ extremely
important
19. How important is style (design) to your activewear?
__unimportant __ slightly important __moderately important __very important __ extremely
important
20. How important is durability in your activewear?
__unimportant __ slightly important __moderately important __very important __ extremely
important
21. How important is sustainability in your activewear?
_unimportant __ slightly important __moderately important __very important __ extremely
important
22. How important is comfort in your activewear?
_unimportant __ slightly important __moderately important __very important __ extremely
important
23. How important is brand name to you when you buy your activewear?
_unimportant __ slightly important __moderately important __very important __ extremely
important
24. How important is price when it comes to buying activewear?
_unimportant __ slightly important __moderately important __very important __ extremely
important
25. From questions 19-25, what are the top 3 characteristics in activewear in order of
importance? (functionality, design, durability, sustainability, comfort, brand name, price)
1____ 2____ 3_____
26. How likely are you to shop at Lululemon?
Unlikely Likely No difference Likely Very Likely
_______ ______ _________ _______ _________
(-2) (-1) (0) (1) (2)

27. Which age demographic do you think Lululemon is mainly targeting?

a. Select a multiple choice
i. Under 18 years old
ii. 18-34 years old
iii. 35-54 years old

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 iv. 55-64 years old
v. 65+ years old
28. Why wouldn’t someone buy Lululemon activewear clothing?
a. Select multiple choice
i. Too expensive
ii. Quality isn’t up to par
iii. Cheaper alternatives with similar quality
iv. Return policy/exchange policy
v. Not your style
vi. Your friends and family would judge you
29. On a scale from 1-5 how affordable/expensive do you think Lululemon clothes are?
a. 1 - Very Affordable
b. 2 - Affordable
c. 3 - Neither expensive nor affordable
d. 4 - Somewhat expensive
e. 5 - Very expensive
30. Do you buy other Lululemon clothes that are not activewear?
a. Yes or no
31. What is your favorite activewear brand?
a. Rate the following:
i. Lululemon
ii. Athleta
iii. Nike
iv. Adidas
v. Champion
vi. Gymshark
vii. Under Armor
viii. Vuori
Complicated
32. Rate the quality of Lululemon activewear clothing on a scale of 1 - 5
a. 1 - Very Poor quality
b. 2 - Poor Quality
c. 3 - Moderate quality
d. 4 - Good quality
e. 5 - Very good quality
33. If you wanted to find out more about a Lululemon product, where would you find more
information from?
a. Google or other search engines
b. Lululemon website
c. Lululemon sales associate

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 d. Friends and family
34. When making a purchase at Lululemon, where from the following are you most likely to
purchase from?
a. In a retail store
b. In an outlet store
c. Online
d. From a thrift store or other secondhand sources
e. Other ___
35. If you were to buy a male friend a pair of activewear shorts, where are you most likely to
shop?
i. Lululemon
ii. Nike
iii. Adidas
iv. Champion
v. Gymshark
vi. Under Armor
vii. Vuori
viii. Other ___
36. If you were to buy a male friend activewear shirts, where are you most likely to shop?
i. Lululemon
ii. Nike
iii. Adidas
iv. Champion
v. Gymshark
vi. Under Armor
vii. Vuori
viii. Other ___
37. The next time you purchase activewear for yourself, what is your “intention to buy” each
of the following brands--- Lululemon and Nike:
Lululemon:
Definitely Probably Might or Probably Definitely
Will Not Will Not Might not Will Will
Buy (0) Buy (1) Buy (2) Buy (3) Buy (4)
_______ ______ _______ _____ ______

Nike:
Definitely Probably Might or Probably Definitely
Will Not Will Not Might Not Will Will
Buy (0) Buy (1) Buy (2) Buy (3) Buy (4)
_______ ______ _______ _____ ______

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38. How often do you return an item after making a purchase at Lululemon?
a. 1 - Never
b. 2 - Rarely
c. 3 - Sometimes
d. 4 - Frequently
39. How much more likely are you to purchase from Lululemon if there was a sale?
a. 1 - Very Unlikely
b. 2 - Unlikely
c. 3 - Neither unlikely or likely
d. 4 - Likely
e. 5 - Very Likely
40. If you think about your last trip to buy activewear, what do you think was missing? Select
one:
a. Variety of sizes
b. Great fit
c. Quality of fabric
d. More color selection
e. More performance gear
f. More accessories
g. More fashionable items
h. Cheaper options
41. Why would you buy new Lululemon activewear products?
a. To replace old ones
b. To enhance your wardrobe
c. Part of routinely habits
d. As a gift
42. If you were given a $25 Lululemon gift card, which of the items would you most likely
purchase?
a. Tshirts
b. Tank tops
c. Leggings
d. Shorts
43. How much do you currently pay for activewear tops?
a. > $25
b. $25-$39.99
c. $40-$59.99
d. $60-$79.99
e. $80-$99.99
f. $100-$124.99

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 g. $125+
44. How much would you like to pay for activewear tops?
a. > $25
b. $25-$39.99
c. $40-$59.99
d. $60-$79.99
e. $80-$99.99
f. $100-$124.99
g. $125+
45. How much do you currently pay for activewear bottoms?
a. > $50
b. $50-$74.99
c. $75-$99.99
d. $100-$124.99
e. $125-$149.99
f. $150+
46. How much would you like to pay for activewear bottoms?
a. > $50
b. $50-$74.99
c. $75-$99.99
d. $100-$124.99
e. $125-$149.99
f. $150+

Classification
47. What is your current employment status?
Full-time Employed____ Part-time Employed____ Unemployed ____ Student ____
48. Do you purchase activewear with your own money?
Yes ___ No ___
49. What is your ethnicity?
American Indian or Alaska Native ___
Asian ___
Black or African American ___
Native Hawaiian or Other Pacific Islander ___
White ___
Hispanic or Latino or Spanish Origin ___
Other _______
50. What is your annual income? ___ $0-20,000 ___$51,000-100,000 ___ >$101,000
51. What is your age? _____

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Appendix 2

Appendix 3

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X. Bibliography

Balestra, Deanna. “Is the New Lululemon Membership Going to Be Worth It?” Koopy, 30 Mar.
2021, https://koopy.com/blog/Lululemon-membership-review/.

History. History | lululemon athletica. (n.d.). Retrieved March 10, 2022, from
https://info.lululemon.com/about/our-story/history

“Lululemon.” Lululemon, https://shop.Lululemon.com/.

Lululemon Athletica Inc: Number of employees 2010-2021: Lulu. Macrotrends. (n.d.). Retrieved
March 10, 2022, from
https://www.macrotrends.net/stocks/charts/LULU/lululemon-athletica-inc/number-of-em
ployees

Mothersbaugh, Hawkins and Kesiler, Customer Behavior and Marketing Strategy, 14ed. 2021,
McGraw-Hill, pp. 570, 573-574.

Our impact. lululemon. (n.d.). Retrieved March 10, 2022, from

https://shop.lululemon.com/story/sustainability

Tighe, D. (2021, May 12). Lululemon Athletica stores, by country worldwide 2019-2021.
Statista. Retrieved March 10, 2022, from
https://www.statista.com/statistics/291231/number-of-lululemon-stores-worldwide-by-co
untry/

Tighe, D. (2021, May 12). Lululemon: Gross profit worldwide 2010-2020. Statista. Retrieved
March 10, 2022, from
https://www.statista.com/statistics/564004/retail-revenue-forecast-of-lululemon/

Tighe, D. (2021, May 12). Lululemon: Retail Stores Worldwide 2012-2021. Statista. Retrieved
March 10, 2022, from
https://www.statista.com/statistics/564448/retail-stores-forecast-of-lululemon/

Wolfe, Isobella. “How Ethical Is Lululemon?” Good On You, 22 Feb. 2022,

https://goodonyou.eco/how-ethical-Lululemon/.

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