Lululemon Business Strategy

Product Portfolio Strategy and Phygital Retail Expansion in Western Europe

Created as part of our Business Strategy course, this project explored mid- and long-term opportunities for Lululemon to strengthen its market position. The proposal focused on expanding into Western European markets, diversifying the product portfolio into new sports categories, and enhancing the phygital (physical + digital) customer experience through data and technology.
My contributions included developing the strategic proposals, shaping the customer-centric vision behind the phygital experience, and organizing the competitive and financial analysis to support decision-making.