How does Lululemon's distribution strategy differ from that of its competitors?

Lululemon's distribution strategy is distinctively characterized by its emphasis on company-owned retail stores and its own e-commerce platform. This approach allows the brand to maintain greater control over the customer experience, from product presentation to brand messaging. By operating its own retail stores, Lululemon can create a brand-centric environment that engages customers through tailored experiences, community events, and personalized service, which are essential elements of its brand identity.

In addition to its physical stores, Lululemon's robust online presence complements its retail strategy, allowing it to reach a broader audience while maintaining its premium brand image. This direct-to-consumer model helps ensure that the brand's values and quality standards are upheld throughout the shopping experience.

The choices that involve exclusive online sales or third-party retailers do not capture the holistic control and consumer engagement Lululemon achieves with its own stores and website. Furthermore, the focus on discount outlets also does not align with Lululemon's brand positioning, as it typically emphasizes premium pricing and a high-quality shopping experience instead of discounting.