lululemon | GLOBAL SALES PLAN
CONFIDENTIAL STRATEGY DOCUMENT • 3
01 | Sales Plan Overview
A global commercial system designed to turn differentiated product and brand strength into durable guest relationships and growth.
The plan places product innovation and guest experience at the center of a connected growth model. Women’s
category leadership supports the brand’s established product authority; men’s expansion, international market
development and direct-to-consumer (DTC) commerce widen the opportunity. Stores and digital channels operate as
complementary discovery, service and transaction environments, while community and membership deepen
engagement beyond an individual purchase.
Commercial logic
Product & brand
Community &
stores
Digital commerce
Purchase
Retention & growth
How the system works
• Product innovation provides newness, performance and differentiation grounded in consumer needs.
• Brand storytelling, educators and community activity help guests understand product value and discover relevant
assortments.
• Stores create local presence, service and product trial; lululemon.com and digital shopping extend access and direct
customer relationships.
• Merchandise choices connect assortment, quality, demand and full-price positioning without relying on unsupported
targets.
• Membership, relevant engagement and post-purchase connection create pathways to repeat purchase and
longer-term customer growth.
• Women’s leadership, men’s development and regional expansion are pursued within one global framework, adapted
to market-specific consumer relevance.
Planning principle
The plan is directional, not a financial forecast. It uses company strategy themes and the user-supplied Q1/Q2 FY2026
regional context; no unreported quotas, targets or projections are introduced.
