Final Marketing Research Project UGG & Lululemon

Objective• 2 brands within the fashion industry, UGG and Lululemon• successful in the US market -> would female shoppers in Paris buy them?• determine the consumer’s brand equity of these two profitable labels

within the casual footwear and athletic clothing sectors • can UGG & Lululemon become a significant force in the European

clothing/shoe market?

Methodology• qualitative research via Typeform survey• convenience sampling through Facebook friends and acquaintances • 36 responses divided equally into two categories, Americans and non-

Americans

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Swed

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iaTu

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USA0

2

4

6

8

10

12

14

16

18

20

Country of Origin

Country of Origin

Never H

eard of It

1 2 3 4 5

Extre

mely Fa

miliar 6

02468

10

Americans: How Familiar Are You with UGG?

Americans: How Familiar Are You with UGG?

Never H

eard of It

1 2 3 4 5

Extre

mely Fa

miliar 6

02468

1012

Non-Americans: How Familiar Are You with UGG?

Non - Americans: How Familiar Are You with UGG?

Number (N)= 18Avg/Mean 5.222222222StDev 1.06027497

Number (N)= 18Avg/Mean 5.5StDev 0.78590525

78%

6%

17%

Americans: Would you wear/buy UGG products in

Paris?Never 01234 Extremely Likely 5 44%

22%

11%

11%

11%

Non-Americans: Would you wear/buy UGG products in Paris?

Never 01234 Extremely Likely 5

Number (N)= 18Avg/Mean 0.722222222StDev 1.52645516

Number (N)= 18Avg/Mean 1.333333333StDev 1.6803361

Never H

eard of It

1 2 3 4 5

Extre

mely Fa

miliar 6

02468

10

Americans: How Familiar Are You with Lululemon?

Americans - How Familiar Are You with Lululemon?

Never H

eard of It

1 2 3 4 5

Extre

mely Fa

miliar 6

02468

1012

Non-Americans: How Familiar Are You with Lululemon?

Non - Americans - How Familiar Are You with Lu-lulemon?

Number (N)= 18Avg/Mean 4.666666667StDev 1.71498585

Number (N)= 18Avg/Mean 2.611111111StDev 2.09028253

17%

22%

6%

56%

Americans: How frequently do you buy or use Lululemon products?

I buy or use them oftenI buy or use them oc-casionallyHave bought or used them but don't anymoreNever bought or used them

39%

6%17%

11%

28%

Americans: Would you wear/buy Lululemon products in Paris?

Never 01234 Extremely Likely 5

Number (N)= 18Avg/Mean 2.444444444StDev 2.17532208

Conclusion• best to set sights on international expansion elsewhere • respondents not likely to wear/buy UGG & Lululemon products in Paris• overall not confident brands will be successful in the French market• Paris not yet ready to embrace the casual footwear and athletic clothing

trend• however, potential to expand globally into other foreign markets