How is the distribution of Lululemon's products characterized?

The distribution of Lululemon's products is characterized by being narrow compared to competitors because the company strategically limits the number of locations where its products are sold. This approach enhances the brand's prestige and fosters a strong connection with its target market. By focusing on a select number of branded retail stores and a carefully chosen set of distribution channels, Lululemon can control the shopping experience and maintain high-quality brand standards. This contrasts with many of its competitors, who may rely on broader distribution networks, allowing for a wider reach but potentially diluting the brand’s exclusivity. This strategy aligns with Lululemon's positioning as a premium athletic wear brand, as it reinforces the idea of exclusiveness and quality, attracting consumers who are willing to pay more for a perceived superior experience.