Dennis Wilson Case Study – Economics Assignment Help

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THE COMPANY

Founded by Dennis “Chip” Wilson in 1998, Lululemon started off as a design and yoga studio. Wilson graduated with a BA in economics from the University of Calgary in 1980, and in 1979, he founded his first retail apparel company, Westbeach Snowboard Ltd., which sold apparel targeted at the surf, skate and snowboard markets. He went on to sell Westbeach in 1997. Running this company gave Wilson the experience and platform to facilitate the launch of Lululemon. Wilson’s vision for Lululemon came to life after he attended his first yoga class in Vancouver, stating that the post-yoga euphoria was comparable to the feeling he had when surfing and snowboarding. Driven by his passion for technical athletic wear, Wilson opened Lululemon’s first store in Kitsilano, Vancouver, Canada, in November 2000. Lululemon’s vision focused on community interactions, where people could learn and discuss the physical aspects of healthy living as well as the mental aspects of living an empowered life filled with possibilities. However, the success of the store became overwhelming for Wilson, and therefore, training was shifted to a Lululemon educator — in other words, to the retail staff members.6 The original vision of Lululemon was “to elevate the world from mediocrity to greatness” through promoting healthy, active lifestyles, as well as by creating components for people to live longer, healthier, fun lives.7 To that end, Lululemon addressed a void in the women’s athletic market when it was first established, and the company soon grew to encompass over 200 stores and showrooms in 14 countries. Day had served as Lululemon’s CEO, president and director since January 2008. During her time with Lululemon, Day became the first woman to be named “CEO of the year” by Toronto’s Globe and Mail, 8 and the company’s stock rose by over 400 per cent during her tenure. But after five years with the company, Day resigned, which some speculate was a result of the quality issues with the Luon pants prior to Wilson’s comments.

 

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