Lululemon Athletica yakatangwa muna 1998 uye yakazarura hombe yavo yekutanga kuVancouver, Canada muna 2000. Mugadziri wePaul Wilson akaunza ruzivo rwake nemishonga yakakwirira, akaunganidza kubva kubudisa gear nokuda kwekufambisa, kubhekwa kwekatebhoti, uye kuvhara kwechando, kumusika unotanga kushambadzira yegaga. Zvechokwadi, Lululemon akaita zvakawanda pakusika iyo marciti uye haisi maitiro chete chete maonero ezvimwe zvipfeko zvega yoga zvakasarudzwa asiwo maonero ekugadzirisa zvipfeko.
Kambani yakakura nokukurumidza, ichiwedzera kuCanada neUnited States uye mumaguta makuru eAustralia, Asia, uye Europe.
The Cult of Lulu
Lululemon akashanda zvakaoma kuisa zvivigiro zvavo munzvimbo dzemunharaunda yegaga nekugadzira zvidzidzo zvepachena nezvimwe zviitiko zvegaga. Shamba rimwe nerimwe rinewo boka re "mamishinari," vadzidzisi vomunharaunda ye yoga uye vamwe vadzidzisi vemafaro vanokurudzira chiedza nokutarisa zvakanaka kumativi ose eguta muLululemon. Asi mhando yaLululemon-yakafanana inotevera inobva pasi: vazhinji yoginis vanodavira bhandi rekambani, kuburikidza nekubatanidzwa kwezvigadzirwa zvemunzvimbo (mysterious luon), kukanganisa kweuchenjeri, neLulu juju, ndivo vanonyanya kunakidza kune avo vanotevera, vachibatsira muhurukuro yeaida zvikuru "yoga butt." Mune mamwe mazwi, vanoita kuti chitarisiko chako chiite zvakanaka.
Yakaisvonaka Yoga Butts = Dhora uye Cents
Chimwe chigadziro chakanyatsogadzirwa hachibatsiri: chimwe chezvikwata zveLululemon chinosungirirwa, kusanganisira boot-cut Groove Pant uye yega yoga yegging, Wonder Under, inowanikwa mu $ 98.
Lululemon akapayona pfungwa yekutanga yega yoga uye yakasundira mutengo wacho uchienderana. Yakapiwa Lululemon's crossover kudanidzira semararamiro-kupfeka (Lulu zvigadziro zvakatsiva kuputika kwepamusoro-soro sekuenda-kumitambo yekuzvidzivirira / kugadzira / kushambadzira chikoro mumagariro akanaka), hazvishamisi kuti Lululemon anoramba achichinja purogiramu, kunyange yakaoma yehupfumi nguva.
Kwete Pasingapikisani
Lululemon akaita nyaya idzi kakawanda pamusoro pemakore nekuda kwezvikonzero zvisingaverengeki. Muna 2007, imwe nyaya iri muThe New York Times yakaratidza kuti kuongorora kwesayenzi kwakaratidza kuti kupfekedza kambani yakange ichitsvakurudzwa sekugadzirwa kwegungwa yakange isina mimwe yemaminerari yaunowanzowana mumagungwa.
Muna 2011, kambani yacho yakakakavadzana zvakare nekuisa mabhegi avo ekutenga nemutauro ("John Galt ndiani?") Akatorwa kubva mubhuku reAyn Rand rakanyorwa. Pasina nguva mushure mekunge chirongwa ichi chikaita kuti vatengi vakawanda vasaora mwoyo nechirongwa chacho, muchengeti Chip Wilson akasarudza se CEO.
Muna 2013, Lulu aive zvakare mumashoko ekukanganisa kwekugadzirwa kwakagadzira mapatya avo anodhura achiona-kuburikidza apo muchengeti akakotama (sezvamunoita muimba inotarisana nejasi rinenge mamiriyoni ega yega yega yega class). Apo vatengi vakatanga kugunun'una kuti unhu hwechigadzirwa hwacho hwakanga huchidererawo, sezvinoratidzwa nekudhura zvakanyanya uye kuponda, Chip Wilson, uyo akanga achiri sachigaro weboka revatungamiri, akadzoka kuzotitaurira kuti dambudziko rakanga risati riri nejasi, asi pamwe vakadzi vehudyu. Kunyanya, mamwe madzimai madzimai makuru.
Kunyange zvazvo imwe neimwe ye gaffes iyi yakakonzera kukanganisa, kambani yakaratidza kushamisika kunoshamisa, kudzoka zvakasimba kunyange pakatarisana nemakwikwi akawanda mumusika yakabatsira kusika.
Kuramba uchizviendesa kure naWilson, uyo akaburuka kubva mubhodhi muna 2015, haana kukuvadza zvakare. Lululemon yakaramba ichiwedzera kusvika mumisika mitsva, kuzarura zvivako zvinotarisa pamapfeko ayo uye kusimbisa Ivivva, mutsetse wevasikana.