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Tweet to Lululemon: Smaller sizes, please
Jun. 11, 2010 | The Globe and Mail | by Marina Strauss
Retailing Reporter. Lululemon has wrestled with a problem that rivals
can only envy: not being able to keep up with heavy demand for its $100
hoodies and yoga pants. The immediate feedback of social media means the
company doesn't have to wait for customer data from the stores' cash
registers....Comments through social media about the chain running out
of women's size 4s and 6s, for example, are helping Lululemon CEO,
Christine Day, adjust her product purchasing to ensure she's in stock
of those sizes rather than forfeiting sales, as has happened in the
past. Identifying the high-demand products to carry for her “guests,” as
the company calls its customers, is crucial for the purveyor of premium
athletic wear...Still, part of Ms. Day's strategy is something she
calls a “scarcity model.” She doesn't want the stores to carry too many
size 4s and 6s, to keep customers coming back.
social_media  Lululemon  twitter  Marina_Strauss  high-demand  customer_feedback  apparel  speed  retailers  yoga  scarcity  customer_risk 
june 2010 by jerryking
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