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What makes Lululemon so successful?

Lululemon has been massively successful in recent years. … Lululemon controls both production and distribution: It sells its high-margin apparel, with each unit usually priced at $100 or more, through its physical stores, which made up around 65% of revenue in 2018, and on its website, which accounted for 26% of revenue.

What is lululemon's pricing strategy?

Lululemon uses a value-based pricing strategy when determining the price of their products. A value-based pricing strategy is when an organization focuses on the overall value of the product as perceived by its consumers (Grewal and Levy 428).