lululemon built their Brand Authenticity

These cozy run tights help you keep your training outside, even when the temperatures drop. If you're out later than the sun, you flip up the hidden reflectivity in the hem for extra visibility. Soft and warm, these tights are your go-to barrier against the chill. Sweat-wicking Tech Fleece is brushed on the inside for warmth.

lululemonとAthletaはWomen's Athletic Styleの競合チェーンである。去年スケスケパンツでミソを付けてしまったlululemonを、積極出店のAthletaが追い上げてきた。しかしlululemonは一歩も退かず、Athletaを迎え撃ってきた。そこには長年培ってきたlululemonのAuthenticityが介在している。

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