Radical Differentiation at Lululemon - Denise Lee Yohn

Last week, the Wall Street Journal featured a piece about Lululemon Athletica’s “secret sauce.”   Although many stories have been written about the retailer of yoga-inspired athletic apparel, this one succinctly relayed the elements that distinguish Lululemon from other brands. The article talked about the “mystery” of the chain’s strategy, which has propelled it to become a $10BB retailer in less than 15 years.  It’s clear Lululemon practices what designer Marty Neumeier preaches in his book, Zag --  The #1 Strategy of High-Performance Brands.  Marty explains, “Differentiation, the art of standing out from the competition, is not front-page news. What is

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