BCG Matrix of Lululemon 

Lululemon Athletica Inc. is a retail apparel, athletics, and sportswear Canadian-American multinational corporation. Chip Wilson founded the sportswear brand in 1998. Today, we’ll discuss the BCG matrix of Lululemon; four growth-share matrix analysis quadrants like; stars, cash cows, question marks, and dogs of the sportswear brand as the BCG matrix example company.

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The BCG matrix of Lululemon would focus on the four growth-share matrix analysis quadrants stars, cash cows, question marks, and dogs. Here’s the Lululemon BCG matrix growth-share matrix analysis example as follows;

BCG Matrix of Lululemon

Let’s discuss the four main growth-share matrix analysis quadrants of the BCG matrix of Lululemon as the BCG matrix example company; they’re as follows;

Stars of Lululemon

The star quadrant in the Lululemon BCG matrix growth-share matrix analysis example comprises such sportswear products and services that have a higher market share and higher growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main star products and services of the sportswear brand Lululemon are as follows;

I-Wunder Under Pant

Wunder Under Pants are the star products of the sportswear brand Lululemon with “full-on-luon” fabric material. They have earned a higher market share of 8% and a higher growth rate by contributing 300 million USD to the company’s revenue in 2021. The higher market share and growth rate make the yoga pants of Wunder Underpants the star product of the company.

II-Define Jacket

Define Jacket is the star product of the sportswear brand Lululemon with sweat-wicking and a four-way stretch with “luon” fabric material. They have earned a higher market share of 10% and a higher growth rate by contributing 450 million USD to the company’s revenue in 2021. The higher market share and growth rate make define jacket the star product of the company.

III-Align Legging

Align Legging (a form of yoga pants) is the star product of the sportswear brand Lululemon with “Nulu” fabric material. They have earned a higher market share of 13% and a higher growth rate by contributing 750 million USD to the company’s revenue in 2021. The higher market share and growth rate make align legging yoga pants the star product of the company.

Cash Cows of Lululemon

The cash cow quadrant in the Lululemon BCG matrix growth-share matrix analysis example consists of such sportswear products and services that have a higher market share and slower growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main cash cow products and services of the sportswear brand Lululemon are as follows;

I-Accessories

Accessories (headbands, belts, bags, and others) are the cash cow products of the sportswear brand Lululemon. They have earned a higher market share and a bit slower growth rate of 10% by contributing 891 million USD to the company’s revenue in 2021. The higher market share and slower growth rate make Lululemon accessories the cash cow product of the company.

II-Tops

Tops (sports bra, tank, athletic tops, and other types) are the cash cow products of the sportswear brand Lululemon. They have earned a higher market share and a bit slower growth rate of 12% by contributing 1.2 billion USD to the company’s revenue in 2021. The higher market share and slower growth rate make Lululemon the cash cow product of the company.

III-Pants

Pants (signature pants, casual, formal, and other types) are the cash cow products of the sportswear brand Lululemon. They have earned a higher market share and a bit slower growth rate of 9% by contributing 3.5 billion USD to the company’s revenue in 2021. The higher market share and slower growth rate make Lululemon pants the cash cow product of the company.

Question Marks of Lululemon

The question mark quadrant in the Lululemon BCG matrix growth-share matrix analysis example includes such sportswear products and services that have a lower market share and higher growth rate. They have the potential to contribute to the revenue, sales, and profitability of the sportswear brand; if the company works on the weak areas. However, some of the main questions mark the products and services of the sportswear brand Lululemon as follows;

I-Yoga Accessories

Yoga Accessories (mats, towels, bags, blocks, and others) are the question mark quadrant products of the sportswear brand Lululemon. They have a limited market share of 4% and a higher potential growth rate by contributing 7 million USD to the company’s revenue in 2021. The limited market share and higher growth rate make Lululemon yoga accessories the question mark product of the company.

II-Maternity Wear

Maternity wear (comfortable and stylish clothing for pregnant ladies) is the question mark quadrant product of the sportswear brand Lululemon. They have a limited market share and a higher potential growth rate by contributing 5 million USD to the company’s revenue in 2021. The limited market share and higher growth rate make Lululemon maternity wear the question mark product of the company.

III-Swimwear

Swimwear is the question mark quadrant product of the sportswear brand Lululemon. They have a limited market share of 2% and a higher potential growth rate by contributing 10 million USD to the company’s revenue in 2021. The limited market share and higher growth rate make Lululemon swimwear the question mark product of the company.

Dogs of Lululemon

The dog quadrant in the Lululemon BCG matrix growth-share matrix analysis example outlines such sportswear products and services that have a lower market share and lower growth rate. They don’t contribute significantly to the revenue, sales, and profitability of the sportswear brand; instead, they consume a lot of capital resources of the sportswear company. However, some of the main dog products and services of the sportswear brand Lululemon are as follows;

I-Multiple Discontinued Products

Ambition shirts, oversized crew, movement tights, and others are the dog quadrant products of the sportswear brand Lululemon. They have a limited market share and limited growth rate and the company discontinued them from their portfolio. The limited market share and slower growth rate make Lululemon’s discontinued product the dog quadrant product of the company.

Conclusion: Lululemon BCG Matrix Example Company |BCG Growth-Share Matrix Analysis 

After an in-depth study of the BCG matrix of Lululemon; we have realized that Lululemon is the world’s leading sportswear brand. If you are learning about the Lululemon BCG matrix growth share matrix analysis example; then you should keep in mind the abovementioned four quadrants; stars, cash cows, question marks, and dogs.