Lululemon Athletica, which specializes in athletic wear for women, recently launched a website featuring Ivivva, a new line of athletic and dance clothing for girls. Based on the information given in this example, Lululemon Athletica is using segmentation to segment its markets.

Demographic segmentation

Explanation:

Demographic segmentation: This is the categorization of the market or division of the market according to age group, gender, race, religion, family size, ethnicity, level of income, and level of education.

Demographic segmentation helps producers to be aware of various categories of consumers they have and to device method of meeting their needs.

Informations needed to improve on productivity and consumer satisfaction is readily available when adopting demographic segmentation.

Lululemon Athletics is basing its demographic segmentation of the market on gender, that is, the female gender.

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