Lululemon draws on core brand strengths in response to Coronavirus

Lululemon, the athletic apparel manufacturer, is seeking to rely on its core brand strengths as it responds to the COVID-19 crisis.

Why it matters

Brands have difficult choices to make in the face of COVID-19, not least balancing their short-term needs with long-term brand building. Finding the right balance between meeting immediate requirements while being ready for the recovery is essential.