Lululemon is considering expanding into the Italian market by introducing their line of technical athletic clothing. Italy represents a good opportunity due to their fashion sense and emphasis on fitness and style. The target demographic in Italy would be ages 25-65, which makes up about 60% of Rome's population, representing potential to reach over 50% of the city. To succeed, Lululemon would position itself as a sophisticated and trendy athletic brand, selling in strategic locations while promoting the active lifestyle beyond just the clothing.

1. Amanda BrodyInternational Marketing

2. 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

4. 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.

5. Needs Highest: Individualism and Uncertainty Avoidance Lowest in Power Distance Jealousy works the opposite way you want it to.

6. MarketTrends One of most fashionable countries in world Florence, Rome and Milan Fashionisa lifestyle Giorgio Armani, Elsa Schiaparelli and Roberto Cavalli Sophistication and attitude Dance, sing, floss and travel.

7. 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 consumers Breathe deeply and appreciate the moment. Living in the moment could be the meaning of life.

9. Economy Stable High standard of living High nominal GDP Decreasing growth rate What we do to the earth we do to ourselves.

10. 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.

11. Tariffs and Quotas Some selected imported items depending on product’s origin Visualize your eventual demise. It can have an amazing effect on how youlive for the moment.

12. Products “Technical clothing for yoga, dancing, running, and most other sweaty pursuits. We create components for people to live longer, healthier, more fun lives.” -Lululemon Do one thing a day that scares you.

13. 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

15. Males and females

16. College graduate, in the workforce

17. Relatively high income

18. Experiencers and Innovators

19. Brand LoyalLife is full of setbacks. Success is determined by how you handle setbacks.

20. Characteristics of Possible Markets Rome, Capital of Italy Friends are more important than money.

21. 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

22. 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.

23. 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.

24. 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

25. Competition Nike and Adidas Retailers Umbro and Puma Soccer oriented American Apparel Basic products FILA

26. 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.

27. Questions?

28. Namaste Amanda BrodyInternational Marketing