{"id":45608,"date":"2020-12-24T11:45:40","date_gmt":"2020-12-24T11:45:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/lululemon-seeks-international-expansion\/"},"modified":"2020-12-24T11:45:40","modified_gmt":"2020-12-24T11:45:40","slug":"lululemon-seeks-international-expansion","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/lululemon-seeks-international-expansion\/","title":{"rendered":"Lululemon mikt op internationale expansie"},"content":{"rendered":"

Lululemon<\/strong> heeft door de coronapandemie een stevige boost gekregen. Het sport- en vrijetijdskledingmerk wil daarom, na de Amerikaanse markt, nu ook de rest van de wereld veroveren.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Stevige groei<\/h2>\n

Terwijl de meeste andere kledingbedrijven hard getroffen werden door de coronacrisis, bleek de pandemie voor Lululemon eerder een zegen. Het label, onder meer bekend om zijn prijzige leggings en joggingbroeken die gedragen worden door beroemdheden als Meghan Markle, zag de vraag naar sportieve vrijetijdskleding in Noord-Amerika zowat exploderen. De beurswaarde van het bedrijf steeg de voorbije maanden naar 50 miljard dollar (41 miljard euro).<\/p>\n

\u00a0<\/p>\n

Voorlopig haalt het in Vancouver gevestigde bedrijf slechts 14% van zijn opbrengsten – de totale omzet in 2019 bedroeg zo\u2019n 4 miljard dollar – uit het buitenland. Maar als het van CEO Calvin McDonald afhangt, zal dat snel veranderen. “Er is geen reden waarom dat de komende jaren niet 50\/50 kan zijn<\/a>\u201d, vertelde hij aan de Financial Times.<\/p>\n

\u00a0<\/p>\n

Andr\u00e9 Maestrini, die met ingang van het nieuwe jaar overkomt van Adidas<\/strong>, zal de internationale push leiden. Ook Nikki Neuburger, dit jaar aangenomen als Chief Brand Officer, maakt van de naamsbekendheid van Lululemon in het buitenland een absolute prioriteit.<\/p>\n

\u00a0<\/p>\n

“Vrouwelijk yogamerk”<\/h2>\n

Intussen probeert Lululemon ook zijn populariteit bij mannen te vergroten. Volgens McDonald kampt het merk bij die groep met een perceptieprobleem. “Een groot percentage van hen is niet vertrouwd met Lululemon, en als ze dat wel zijn, beschouwen ze het als een vrouwelijk yogamerk”, zei hij. De topman voegde eraan dat dat het merk veel breder gaat dan yoga en dat het een enorme evolutie heeft gekend. Internationaal zou dit genderprobleem het merk veel minder parten spelen.<\/p>\n

\u00a0<\/p>\n

Het voorbije kwartaal haalde Lululemon 43% van zijn opbrengsten uit e-commerce. Toch wil het modebedrijf ook blijven investeren in nieuwe winkels. In 2021 komen er, net als dit jaar, opnieuw 30 \u00e0 35 vestigingen bij. Die komen in Azi\u00eb, Australi\u00eb en Europa. Momenteel heeft de keten 140 overzeese filialen op een totaal van 515.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lululemon heeft door de coronapandemie een stevige boost gekregen. Het sport- en vrijetijdskledingmerk wil daarom, na de Amerikaanse markt, nu ook de rest van de wereld veroveren. \u00a0 Stevige groei Terwijl de meeste andere kledingbedrijven hard getroffen werden door de coronacrisis, bleek de pandemie voor Lululemon eerder een zegen. Het label, onder meer bekend om […]<\/p>\n","protected":false},"author":1,"featured_media":45606,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-45608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"\nLululemon mikt op internationale expansie - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lululemon heeft door de coronapandemie een stevige boost gekregen. 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