Business model canvas.. ageing baby boomers

Lululemon for Men

One segment that Lululemon now targets is the male market. Key Activities related to this are the setting and public communication of the goal to achieve twenty-percent of their total revenue from men by 2016. They appear well on their way to this as they recently reported that they achieved twelve-percent of total revenue from men in 2012.

The value proposition delivered for men contains several elements based around well designed and considered sports clothes. Their clothing has quick dry capabilities, a head phone guide within the clothing, a media pocket for MP3 players, and well thought out attributes such as continuous draw cords, and sniffle catchers for runny noses. The company indicates they have premium quality and technical rigor.

Lululemon uses promotional events and stagings to assess opportunity for expansion and to promote and educate. Education is a key component of the value proposition and the company refers to its sales associates as ‘educators.’

For channels the company relies on its corporate stores, its ecommerce site, and local suppliers which they call ‘ambassadors.’ Revenue streams consist clothing, and accessories such as yoga mats. Cost model is consistent with all lines of business with corporate stores, and factories located around the world.

Lululemon promotes their community giving programs from a corporate, local community, and ambassador levels.

Segment – Men
Value Proposition	Well designed sports clothes with quick dry capabilities, head phone guide, media pocket, continuous draw cords, sniffle catchers,
Relationships	Technical product, stores, community (classes), people “educators”
Channels	20% of retail space (np); 211 stores in the U.S., Canada and Australia(np)
Key Resources
Key Activities	Set target for 20% of revenue by 2016; (and got 12% in 2012) (nw); Showrooms and Stagings for expansion (ST)
Key Partners	Amazing Race (??); Ambassadors ($1,000 of product WSJ)
Cost Structure	Leased stores – low capital costs Diverse manufacturing (factories in Canada, the United States, Peru, China, Taiwan, South Korea, Israel, India, Bangladesh, Indonesia, Malaysia, Cambodia, Sri Lanka, Vietnam and Switzerland.
Revenue Streams	Retail; e-commerce; International; Mens

Lululemon expands and finds balance with menswear,

http://news.medill.northwestern.edu/chicago/news.aspx?id=219239, Retrieved March 22 2013

Lululemon plans ‘substantial investment’ in menswear,

http://business.financialpost.com/2013/01/16/lululemon-plans-substantial-investment-in-menswear/, Retrieved March 22 2013

Lululemon Grows Fast on a Slim Budget,

http://online.wsj.com/article/SB10001424052748703960004575481890366935552.html, Retrieved March 23 2013

Lululemon to expand internationally,

http://www.thestar.com/business/2012/12/06/lululemon_to_expand_internationally.htm, Retrieved March 23 2013