In which way is Lululemon's strategy perceived as limited?

Lululemon's strategy is perceived as limited in its focus on a singular geographic market because the company's roots and initial success were closely tied to a specific demographic and region, primarily North America. This concentrated market focus can restrict brand exposure and growth potential in international markets.

By not diversifying its geographic outreach, Lululemon may miss opportunities to penetrate emerging markets or cater to different consumer preferences in various regions. A broader geographical strategy could allow the brand to tap into global trends, increase its customer base, and mitigate risks associated with relying on one market.

While Lululemon has made strides in expanding internationally, the perception of limitation reflects concerns that its growth strategy may not be aggressive or expansive enough to fully capitalize on the global demand for activewear. This singular focus can hinder their ability to compete effectively against brands that have successfully integrated diverse market strategies and global outreach into their business models.