Expansion will cause the brand

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However, just when lululemon's market value hit a record high, Chip Wilson, the founder who retired years ago, openly jumped out and slapped him in the face: Lululemon is trying to become like Gap, doing everything for everyone. . And I think the definition of a brand is that you can’t cover everything... you have to be clear that you don’t want certain customers to come.[] He has said more than once that rapid  to lose itself – lululemon, a once great company, is becoming mediocre. In our opinion, regardless of whether lululemon is


successful or not, the contradiction reflected behind this is actually a problem Guangdong Mobile Phone Number List that all business managers are concerned about: breaking the brand circle. When a brand moves from niche to mainstream, how can it sell its products to more people while retaining its uniqueness? Although there has been a lot of research and analysis on lululemon on the market, we decided to use it as a benchmark to explore the logic and strategy of brand breaking out of the circle. After two months, we conducted a lot of user research, store visits, data mining and other work,





finally obtained some cognitions that subverted common sense. Next, this article will solve the five major mysteries of lululemon one by one and bring you new thinking. Logical mystery: Why is lululemon’s breakout unique? To study lululemon's path to breaking out of the circle, we must first answer a business model question: Whose money is lululemon making? You may have heard of the history of lululemon: creating a lifestyle that makes middle-class women crazy about it, and this group of people with high spending power will continue to pay for it – according to Wilson himself, lululemon’s customers are those with annual income