Lululemon Athletica inakhazikitsidwa mu 1998 ndipo idatsegula sitolo yawo yoyamba ku Vancouver, ku Canada mu 2000. Wopanga chipangizo chotchedwa Chip Wilson anabweretsa zida zapamwamba zogwiritsa ntchito zipangizo zamakono, osonkhanitsa kupanga zida zogwiritsa ntchito maulendo apamwamba, kupanga masewera olimbitsa thupi, ndi masewera a snowboard, ku msika wogulitsa yoga. Ndipotu, Lululemon anachita zambiri popanga msika umenewo osati kupanga lingaliro la zovala zapamwamba kwambiri za yoga komanso lingaliro la zovala za athele.
Kampaniyo yakula mofulumira, ikukula ku Canada ndi United States komanso ku mizinda ikuluikulu ku Australia, Asia, ndi Europe.
Cult of Lulu
Lululemon wagwira ntchito mwakhama kuti aphatikize masitolo awo ku midzi ya yoga poyang'anira masukulu opanda ufulu ndi zochitika zina za yoga. Sitolo iliyonse imakhalanso ndi gulu la "nthumwi," aphunzitsi a ku yoga a kuderalo ndi alangizi ena olimbitsa thupi omwe amalimbikitsa chizindikiro poyang'ana bwino ku tawuni ku Lululemon. Koma chiphunzitso cha Lululemon monga zotsatirazi chimachokera pansi: ambiri yoginis amakhulupirira mathalauza a kampaniyo, kupyolera mu nsalu yonyamula katundu (chidziwitso cha luon), kudulidwa kwachinyengo, ndi kulamula kwa Lulu, ndizo zokondweretsa kwambiri kwa omwe akukhalapo, akuthandizira pazochitika wa "yoga". Mwa kuyankhula kwina, amachititsa kuti maonekedwe anu akhale abwino.
Zokoma za Yoga Butts = Ndalama ndi Zenti
Chimake chodziwika bwino sichibwera motsika mtengo: pepala limodzi lolemba la Lululemon, kuphatikizapo boot-cut cut Groove Pant ndi yoga yogging yapachiyambi, Wonder Under, imakhala mu $ 98.
Lululemon anapanga lingaliro la kupuma kwa yoga ndipo adakweza mtengo wake. Kupatsidwa chigamulo cha Lululemon monga chikhalidwe-kuvala (zovala za Lulu zidasintha zithukuta zapamwamba monga kupita ku masewera olimbitsa thupi / kugulitsa / kusungira sukulu m'madera olemera), n'zosadabwitsa kuti Lululemon amatembenukira phindu nthawi zonse nthawi zachuma.
Osatsutsana
Lululemon wapanga nkhaniyi kangapo pazaka zambiri chifukwa chosapindulitsa. Mu 2007, nkhani ina mu nyuzipepala ya The New York Times inanena kuti kuyesa kwa sayansi kunasonyeza kuti zovala zomwe kampaniyo inalengeza kuti ikupangidwa kuchokera kumalo osanja, sizinapezepo mchere wina umene mungapezeke m'nyanja.
Mu 2011, kampaniyo inayambanso kutsutsana poika matumba awo ogulitsa pogwiritsa ntchito malankhulidwe ("John Galt ndi ndani?") Atengedwa kuchokera ku bukhu lolembedwa ndi Ayn Rand. Posakhalitsa pambuyo potsatsa malondawa amachititsa makasitomala ambiri kuti asokonezeke ndi mtunduwo, wopanga chipangizo chotchedwa Chip Wilson atasiya ntchito monga CEO.
Mu 2013, Lulu adalinso ndi mbiri chifukwa cha zolakwika zomwe adazipanga zomwe zinapangitsa mathala awo okwera mtengo kuwona pamene wonyamulayo akuwerama (monga momwe mumachitira pa galu akuyang'ana pansi pafupi ndi milioni pa kalasi ya yoga). Pamene makasitomala anayamba kudandaula kuti khalidwe la mankhwalawa likugwedezeka, monga zikuwonetseratu kupuma ndi kupukuta kwambiri, Chip Wilson, yemwe adakali wotsogolera wa bwalo la oyang'anira, adabwerera kudzatiuza kuti vuto silinali ndi mathalauza, koma ndi ena akazi a ntchafu. Makamaka, ntchafu zazikulu za amayi ena.
Ngakhale kuti gaffes iliyonse yathandizira, kampaniyo yakhala ikudalira kwambiri, ikubweranso mwamphamvu ngakhale pakukwera mpikisano pamsika komwe kunathandiza kuti ipange.
Kupitiriza kutalikirana ndi Wilson, amene adatsika kuchokera ku bungwe mu 2015, sanawonongepo ngakhale. Lululemon wakhala akupitiliza kukula m'misika yatsopano, kutsegula malonda omwe amayang'ana zovala zake ndikukhazikitsa Ivivva, mzere wa atsikana.