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Lululemon also has its "Sweat Collective" which allows for instructors of fitness to receive 25% off their order. Lululemon uses social media including Facebook, Twitter and Instagram as one of its main methods of marketing the company and its products. The company has been stated to use "holistic guerrilla marketing", aiming to make customers feel that by wearing Lululemon clothing they are part of a larger community. Originally known for women's yoga apparel, by 2019 Lululemon had grown by acquiring more male customers, adapting its product and marketing strategies accordingly, and plans to increase awareness of the brand among men. Within the last few years, to work to reduce their environmental impact, Lululemon has introduced the ‘Be Planet’ initiative, where they create more sustainable materials, reduce water waste, and decarbonize their supply chain. In 2019, Lululemon plans to double its men's business in the next five years beyond its women's and accessory business for growth, competing against other athletic wear such as Nike and Under Armour. It has around 50 employees including scientists and physiologists. Lululemon maintains a research and development lab, "Whitespace", within its headquarters. In 2019, the company launched a luxury streetwear brand called Lab in a few of its stores.
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In 2017, Lululemon and Athletic Propulsion Labs began selling women's and men's shoes in 23 stores across North America. Lululemon is primarily known for their leggings, which first made the brand popular. Since then, the company has produced several different types of fabrics, including compression and moisture-wicking designs. Lululemon trademarked its original fabric, Luon, which included a higher-than-average amount of nylon microfiber, in 2005.
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Lululemon sells athletic wear including tops, yoga pants, shorts, sweaters, jackets and undergarments, as well as hair accessories, bags, yoga mats, water bottles, and personal care products such as deodorant and dry shampoo.
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Store managers are responsible for their store's layout, color coordination, and community involvement. According to a company source, seventy percent of managers are hired internally. Management įrom its founding through 2015, Lululemon incorporated elements of Landmark Forum into its leadership and development training. In June 2020, Lululemon announced a $500 million deal to purchase Mirror, capitalizing on a growing trend of people conducting virtual workouts at home instead of going to a gym due to the COVID-19 pandemic. The companies planned to create new content for the device, starting with meditation classes. In 2019, Lululemon announced an investment in Mirror, a fitness startup that sells an interactive mirror with a camera and speakers for at-home workouts. In 2018, Laurent Potdevin resigned as CEO and from the company's board due to misconduct. In February 2015, Wilson announced that he was resigning from the board, and that Michael Casey, former lead director of the board, would replace him. In 2014, Lululemon opened its first store in Europe, a flagship shop in Covent Garden, London. In December 2013, founder Chip Wilson announced his resignation as chairman, and that the president of TOMS Shoes, Laurent Potdevin, would become CEO. In 2013, the company made its third consecutive appearance on Fortune's Fastest-Growing Companies list. Christine Day, a former co-president of Starbucks, became chief executive officer in 2008. The company's initial public offering was in July 2007, raising $327.6 million by selling 18.2 million shares. He later remarked that he found it "funny to watch try and say it". Wilson created the name to have many L's so that it would sound western to Japanese buyers, who often have difficulty pronouncing the letter. Lululemon was founded in 1998 by Chip Wilson in Vancouver, British Columbia, with its first standalone store opening in November 2000. Lululemon Athletica at The Promenade (Toronto, Canada)