Description: Some Canadians are more than a bit shocked at the $68 sticker price on Lululemon’s Canadian Olympic Team winter mittens. Long gone are the $10 mittens offered to souvenir seekers by Hudsons Bay Company at the 2010 Olympics in Vancouver. But defenders of this year’s Olympic gear say Lululemon is offering a higher quality product, and that the retailer may be cultivating an exclusivity advantage through higher pricing.
Date: February 8, 2022
1) Do you know anyone who is wearing these Lululemon mittens on campus?
2) What lessons can you draw out of this story for marketing and strategy?
3) Page 8-29 of Wiley’s Understanding Financial Accounting speaks about the trademark name lululemon athletica inc. How often must the company renew its exclusive right to this trademark?