1. What factors do you think are responsible for the phenomenal success of lululemon? Are the reasons for its success sustainable over the next decade?

2. Why do you think that the fallout from The New York Times story regarding lululemon’s misleading claims was short-lived?

3. As stated at the end of the case, management is faced with two major decisions regarding the future of lululemon. One decision pertains to the mode of entry into new global markets i.e., establish company-owned stores, franchises, or joint ventures). The second decision concerns where to focus its efforts for revenue growth (i.e., first at existing stores, then at e-commerce, and then at new stores). Discuss the advantages and disadvantages of the various options. What course of action would you recommend?