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Lululemon is an apparel company that specializes in the sale of clothing specifically for Yoga, martial arts, dance and other comfort customized needs that require flexibility. It was established in 1998 by its chairman a Dennis “Chip” Wilson. Some of its brands are lululemon athletica and Ivivva athletic brands for those who are malleable and “with it’’. It has stores in America Canada and Australia but is headquartered in Vancouver Canada (Lululemon.com, 2013)
The market segment for baby boomers at lululemon has grown this are those customers who were born in the mid 40’s, 5o’s and 60’S and are now in their late forties and fifties this segments business has grown tremendously over the past quarter as a result of them being alive to the fact that exercise will go far in ensuring their longevity. With health, statistics seemingly staking up against their favor, with research stating that because of their sedentary leaving or inactive existence, Baby boomers are more prone to disabilities. It’s been stated that of the 78 million baby boomers born between 1946 and 1964 only a small percentage engage in physical exercise and they suffer high cholesterol as well as unhealthy weight levels because of the lack of movement,. (www.bloomberg.com, 2013) So to enable this segment keep fit, lulu lemon has custom made products like the Ivivva line for dancing, presta pants rejuvenate hoodies, and the free fall crop pants which are comfortable for a multitude of tasks such as walking and dancing since this people cannot engage in overly strenuous forms of exercise. (Lululemon.com, 2013)
As well lululemon has grabbed a large percentage of this segment by offering their products online this is because most of them prefer to buy things in the convenience of their homes as they are a bit more advanced in years and prefer to avoid the hassle of going to a brick and mortar establishment. Lululemon however ensures that the client who buys online gets the same treatment as the one who buys from one of their stores. (Lululemon.com, 2013)
Reference
“Baby boomers Customer segment” retrieved from www.lululemon.com/search?region=us&asug=&w=baby%20boomers%20customer%20segment
“Baby Boomers sicker than parents’ generation” (2013). Retrieved from http://www.bloomberg.com/newS/baby-boomers-sicker-than-parents-generation-study-finds.html
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