LULULEMON:
PRODUCT EXTENSION INTO
FLIP-FLOPS

lululemon is a Canadian yoga-inspired athletic apparel retailer for men and women. The company is constantly expanding into new markets and aims to almost double their revenue by 2020. With a large expansion plan, it is vital to keep engaging customers and stay focused on the core aim of lululemon: “To elevate the world from mediocrity to greatness” by offering technological advanced apparel and engaging customers in the lululemon community. With the accelerating casualness of everyday wardrobes, the adoption of sportswear as everyday attire will remain a growing trend. This paper proposes a product extension for lululemon in innovative posture enhancing sandals. First, this paper analyzes the lululemon brand concentrating on their core strategy, consumers, campaigns and market assessment. To understand the implementation of the product extension, it is vital to examine the current shift of the consumer market by analyzing the current generations and the therefore resulting new megatrends.  Through an analysis of the apparel and footwear industry, the market and key trends that help implement the product extension. lululemon believes producing products that keep people active and stress free will make the world a much better place. This flip-flop product extension strategy will help lululemon accomplish these goals. This paper’s proposed strategy will enhance lululemon’s outlook by uniting technology, sustainability and comfort without compromising style and will strengthen the lululemon community.