Amanda BrodyInternational Marketing

Objective• Choose an established brand and consider

how the company might introduce their products into a new market

• Since Lululemon is not present in Italy, we thought it would represent a good fit (high quality clothing and fashion sense of Italy)

• We also chose Lululemon given because it’s an admired and aspirational company

Italy Demographics

• Total population: 58,090,681

• Largest Cities: Rome, Milan and Naples

• GDP – real growth rate: -5.1%

• GDP – per capita is a high $29,900

Stress is related to 99% of all illness.

Needs

• Highest: Individualism and Uncertainty Avoidance

• Lowest in Power Distance

Jealousy works the opposite way you want it to.

Market Trends

• One of most fashionable countries in world– Florence, Rome and Milan

• Fashion is a lifestyle

• Giorgio Armani, Elsa Schiaparelli and Roberto Cavalli

• Sophistication and attitude

Dance, sing, floss and travel.

Market Growth• 1 of 3 Italians regularly exercise – are

fitness and style conscious

• Trends are constantly changing per season

• 15-64 years: 66.3% – (male 19,530,696/female 18,981,084)– Lululemon targets largest demographic age

group in Italy– If apparel proves to be trendy/fashionable it will

appeal to Italian consumersBreathe deeply and appreciate the moment. Living in the

moment could be the meaning of life.

Italy’s Form of Government

• Unitary Parliamentary Democratic Republic

Successful people replace the words 'wish', 'should' and 'try', with 'I will'.

Economy

• Stable

• High standard of living

• High nominal GDP

• Decreasing growth rate

What we do to the earth we do to ourselves.

Major Organizations

• World Trade Organization

• Council of Europe

• Western European Union

• Organization of Economic Co-Operation Development

Nature wants us to be mediocre because we have a greater chance to survive and reproduce. Mediocre is as close to the bottom as it is to the top, and will give

you a lousy life.

Tariffs and Quotas

• Some selected imported items depending on product’s origin

Visualize your eventual demise. It can have an amazing effect on how you

live for the moment.

Products

Do one thing a day that scares you.

“Technical clothing for yoga, dancing, running, and most other sweaty pursuits. We create components for people to live longer, healthier, more fun lives.” -Lululemon

Technical Fabrics

High Impact Fabrics• Luon® - signature

fabric• Luxtreme, Merino

Wool, Coolmax®, Circle and Power mesh, & Swift

Low Impact• Cotton fleece, stretch

French Terry, and Pima Cotton, & Vitasea®

Outside Fabrics• Glyde and Softshell

Characteristics of Possible Markets

Target Market Profile Age: 25-65 Males and females College graduate, in the

workforce Relatively high income Experiencers and Innovators Brand Loyal

Life is full of setbacks. Success is determined by how you handle setbacks.

Characteristics of Possible Markets

Friends are more important than money.

Rome,

Capital of Italy

Market Size & Potential Pricing

• Target market age ranging between 25-65 includes about 60% of population in Rome potential to reach 50%+ of population

• Pricing would remain the same, converted into Euros

1 US dollar = 0.7534 Euro

Media Landscape• Print is overwhelming and oversaturated

• TV offers 8 free channels and 800+

• Mobile phones

• Internet The pursuit of happiness is the source of all unhappiness.

Advertising & Promotion

• Very attractive store windows & prices – Rome is a walking city– Prices make it a “live advertisement”– Shows off apparel

• Gyms & yoga studios– Brand ambassadors– Involve themselves with community– Discounts for certified yoga instructors

Your outlook on life is a direct reflection of how much you like yourself.

Advertising & Promotions

• Relationships with environmental groups– Socially responsible – Buzz Marketing – Press opportunities (TV, Newspapers,

Etc.)

• Advertising campaigns in magazines– Glamour, Vogue Italia, Grazia

That which matters the most should never give way to that which matters the least

Competition• Nike and Adidas

• Retailers Umbro and Puma– Soccer oriented

• American Apparel– Basic products

• FILA

Reaching Success…• Position brand as sophisticated & trendy

athletic option

• Sell apparel in strategic locations

• Promote the lifestyle (not just clothing)

• Make ad campaigns culturally appropriate

• Maintain brand simplicity, creativity and voice

Practice yoga so you can remain active in physical sports as you age.

Questions?

Namaste

Amanda BrodyInternational Marketing