I-Lululemon Athletica yasungulwa ngo-1998 futhi yavula isitolo sayo sokuqala eVancouver, eCanada ngo-2000. Umsunguli we-Chip Wilson wanikeza isipiliyoni sakhe ngamathekisthi aphezulu, atholakale ekukhiqizeni imishini yokugibela, ukugibela i-skateboarding ne-snowboarding, emakethe ehamba phambili e-yoga-wear. Eqinisweni, uLululemon wenza okuningi ekudaleni leyo makethe futhi akhiqizi nje kuphela umqondo wezingubo ze-yoga ezikhethekile kakhulu kodwa futhi nomqondo wokugqoka izingubo zokungcebeleka.
Le nkampani iye yanda ngokushesha, yanda kulo lonke elaseCanada nase-United States nasemadolobheni amakhulu ase-Australia, e-Asia naseYurophu.
I-Cult of Lulu
ULululemon uye wasebenza kanzima ukuhlanganisa izitolo zabo emiphakathini yasendaweni yendawo ngokubamba amakilasi mahhala nezinye izenzakalo ze-yoga. Isitolo ngasinye sineqembu "lezinxusa," othisha bendawo be-yoga nabanye abaqeqeshi bempilo abagqugquzela umkhiqizo ngokubheka okuhle edolobheni eLululemon. Kodwa i-Lululemon's-like following is from the ground up: ama-yoginis amaningi akholelwa yibophezelo yenkampani, ngokusebenzisa inhlanganisela yendwangu yokuzimela (i-luon engaqondakali), ukucheka okuhlakaniphile, ne-Lulu juju, yizona ezithandeka kakhulu kubalandeli babo, ezisiza ekubonisweni ye-yoga butt ethanda kakhulu. Ngamanye amazwi, benza ukubukeka komzimba wakho kube kuhle.
I-Yoga Butts ezinhle = Amadola nama-Cents
I-butt ephelele ekhishweyo ayifinyeleli eshibhile: ibhande elilodwa lesigqoko sesignesha sikaLululemon, kufaka phakathi i-Boot-Cut groove Pant kanye ne-yoga yokuqala, i-Wonder Under, ingena ku-$ 98.
U-Lululemon waphayona umbono wepants yoga yo-premium futhi waphakamisa iphuzu lentengo ngokufanele. I-crocodile ye-Lululemon isikhala njengendlela yokuphila-ukugqoka (izingubo ze-Lulu ziye zafaka izithukuthuku eziphezulu ekupheleni kwesigumbi sokudla / ezitolo / izinto zokuqoqa esikoleni emiphakathini evumayo), akumangazi ukuthi uLululemon uphendulela njalo inzuzo, izikhathi zomnotho.
Ngaphandle kokuphikisana
ULululemon wenze lezi zindaba izikhathi ezimbalwa phezu kweminyaka ngenxa yezizathu ezingaphezu kokuzuza kwabo. Ngonyaka ka-2007, isihloko esiseThe New York Times sabonisa ukuthi ukuhlolwa kwesayensi kubonisa ukuthi izingubo ezenziwe yinkampani ebezikhangisiwe njengokwenziwa ngamanqamu asolwandle aziqukethe noma yimaphi amaminerali owayezovame ukuwuthola olwandle.
Ngo-2011, le nkampani yaphikisana ngokufaka izikhwama zabo zokuthenga ngegama lesiqubulo ("Ngubani uJohn Galt?") Ethathwe encwadini yombhali u-Ayn Rand. Kungakabiphi emva kwalolu hlelo lokukhangisa kwabangela amakhasimende amaningi ukuba alahlekelwe amandla yilo mkhiqizo, umsunguli we-Chip Wilson wasula njenge-CEO.
Ngo-2013, i-Lulu iphinde ibuyele ezindabeni zephutha lokukhiqiza elenza izintambo zabo ezibiza kakhulu zibona lapho umuntu ogqokile egoqa ngaphezulu (njengoba wenza ezinja ezibheke phansi phansi izikhathi ezingaba yisigidi ngesigaba se-yoga). Ngesikhathi amakhasimende eqala ukukhononda ngokuthi izinga lomkhiqizo nalo libuyele, njengoba kuboniswa ukuphoqa ngokweqile nokunciphisa, uWip Wilson, owayesenguSihlalo webhodi labaqondisi, wabuyela ukusitshela ukuthi inkinga yayingekho ngebhulukwe, kepha ngezinye amathanga abesifazane. Ngokuqondile, amathanga amakhulu amantombazane.
Nakuba enye yalezi gaffes ibangele ukubuyisela emuva, inkampani ibonise ukuqina okuphawulekayo, kubuya ngokuqinile ngisho nalapho ubhekene nokuncintisana okwandayo emakethe eyasiza ekudaleni.
Ukuqhubeka nokudelela kusuka kuWilson, owehla ebhodini ngo-2015, akalimazanga noma. I-Lululemon iye yaqhubeka yokwandisa yaba izimakethe ezintsha, ukuvula izitolo ezigxila ezembatho zayo futhi zithuthukise Ivivva, umugqa wamantombazane.