Women’s Active – Lululemon & Athleta

Women’s Active – Lululemon & Athleta
• STORE NAME & TYPE OF RETAILER: Identify the retailer and the store format For example if they are a department store, specialty store, fast fashion, boutique, concept store, et.
• STORES SPECIALTY or FOCUS (General): What is the focus of the business? For example, men’s tailored clothes or jewelry for women. What does the store do well? What is the overall theme at this time?
• TARGET MARKET(General): Who is the intended target market/customer, by gender, age, and income level? Does the product and pricing observed in the stores reflect this?
• CHANNELS OF DISTRIBUTION/OMNI-CAPABILITES/CUSTOMER SERVICES (General): What are their retail channels of distribution? What methods do they offer consumers for access to product? For example, BOPIS, same day delivery, in store ordering, etc. What customer services are being offered?
• CUSTOMER EXPERIENCE/AMBIANCE (General): What do you see, smell, feel, and hear when you walk into the store? How are they staffed? Are there enough associates? Are their associates order-takers/register-ringers, or do they possess specialized knowledge and expertise? Are they focused on helping customers, or on other things?
• MARKETING (General): When you walk in the store, is there a compelling visual presentation? What's the critical message they are trying to communicate with the invitation? How do they communicate with their current customer and potential customer? What methods are being used to reinforce the customers experience in the store or online?
• MERCHANDISNG PROPERTIES (department specific): Do they carry name/national brands or only their own products (private labels)? What is the pricing strategy? Are they a price leader, commanding a premium price based on quality, cachet, customer service and shopping experience? Or are they matching price, competing on location, availability and ease of shopping? Or are they competing directly on price, on being the lowest price?
• FLOOR LAYOUT/VISUAL MERCHANDSING (department specific): What is the layout of the department? How is the product organized? What fixtures are being used? What looks like it is selling? What is on the markdown rack? Why? Hits and misses?
• Anything else want to add or observed.