How does Lululemon view competitor pricing?

Lululemon views competitor pricing as an important factor in brand positioning because it helps the company maintain its premium brand image and justify its pricing strategy. By understanding and analyzing competitor pricing, Lululemon can strategically position itself in the athletic apparel market, ensuring that its products reflect quality and performance that customers associate with a higher price point. This focus on brand positioning allows Lululemon to attract and retain a loyal customer base that values the quality and lifestyle associated with the brand, rather than simply competing on price.

While other aspects of competitor pricing do play a role in retail strategy—such as informing discount practices or considering competitive pricing when necessary—Lululemon primarily uses competitor pricing data to reinforce and enhance its unique market position as a premium brand, thus making option C the most accurate reflection of their approach.