1. low double digits annually for the next five years. section of Companys website, www.lululemon.com. by our competitors; our ability to protect our intellectual property Through the experience and leisure provided by the stores, Lululemon can provide exceptional customer service which lets customers spread the word about the brand. Kowitt, Beth, and Colleen Leahey. It does this through its free events but also through relationships with brand ambassadors. delivered on several of its key 2020 goals, the Company is meeting with Finding specific areas that your company can improve can help you develop actionable solutions. Lululemon founded by Chip Wilson in the late 1990s is positioned as a leading-edge sports apparel retailer which creates components. As mentioned, the community - also known as the 'Luluheads' are encouraged to come together and help each other in real-life events. The two sides of Lululemon's marketing strategy that involves personal success and group belonging reinforce the promoted lifestyle in customers' minds. Customers are allowed to browse and test the products to their wishes, so they have the satisfaction of choosing the right ones to take home. The Power of Three strategic plan also includes contributions from new Expanding the market by launching new product lines in different regions - while Lululemon has been very successful in North America, they hope to expand their marketing to China (Business Strategy Hub, 2019). It is able to produce light clothes, as well as clothes that absorb sweat and make the athletes comfortable. Start Your Online Business with Shopify 12 Day Free Trial + Pay Only 1$ For Your First Month. suppliers to provide fabrics for and to produce our products; an inspire guests living the sweatlife across multiple experiences, Those interested in listening to the call are invited to dial Lululemon is its current target, but many more fashion brands stand at risk of its ire. Lululemon Vision - Lululemon is a chic and exclusive athletic apparel retailer founded in 1998 by Chip Wilson in Vancouver, Canada. Identify how your culture could help or hinder your change project. This is a factor that might deter its strategy (Carrillo et al. With a diversified range of products, Lululemon can provide for women, men, and girls. maintain the value and reputation of our brand; the acceptability of our The sustainability strategy of Lululemon is a holistic one and at this point, the optimism for success prevails as most of the goals are set with a five-year plan, well within the time to align, adjust and deliver in sync with targets of UN Sustainable Development Goals 2030. A unique, community based marketing approach. The marketing activities should cost the company as little as possible to maintain low costs of operation and achieve the cost leadership strategy. Many companies start in a category but once the glow of success sets in they quickly get the itch to move on to the next hot thing. Lululemon plans to implement this fitness product on December 1st, 2018. The execution of our strategy is enabled by a . You have to resonate with the customers' needs in the hopes of becoming a social phenomenon. many cases, you can identify forward-looking statements by terms such as As per CEO Agenda 2020, the transformational priorities for fundamental change in the apparel industry puts Sustainable Material Mix on top of the list. If you can create a whole new genre of product, you won't encounter much competition. How would you apply what you learned into your own business? Some experiential stores have fitness studios, bars with nutritious food or smoothies, and chances to try our new apparel at different classes. IvyPanda. ability to expand internationally in light of our limited operating This is its major attribute that differentiates its products. Culture change in an organization can be defined as the implementation of new beliefs, values, and norms, communication practices and processes within the organization. If you can create a whole new genre of product, you won't encounter much competition. The apparels can have special pockets to hold credit cards or keys, a digital audio player, clips for heart monitors, and elastic bands attached to zippers. Lindt & Sprnglis sustainability strategy is based on 4 pillars: Improving Livelihood, Contributing to an intact environment, Performing together, delighting consumers. Instead, it focuses mostly on athletes and sportsmen. Jobs commented that it was unclear which product he should tell his friends to buy since there were so many product versions. A SWOT analysis is a framework that is used to analyze a company's competitive positioning in its business environment. Lindt & Sprngli. It currently operates over 200 retail stores on two continents. As lululemon writes onitswebsite:our vision for our store was to create more than a place where people could get gear to sweat in, we wanted to create a community hub where people could learn and discuss the physical aspects of healthy living, mindfulness and living a life of possibility. This index considers key environmental impact areas like energy use, greenhouse gas emissions, water use, wastewater, air emissions, and chemicals management, and empowers Lululemons vendors to scale sustainability improvements. 4. With a commitment of US $75 Million over the next 5 years, the company is making long strides in this direction. Lululemon is also running take-back and resell pilot projects in North America, UN Fashion Industry Charter for Climate Action. The rule says that we should try to repay, in kind, what another person has provided us. By virtue of the reciprocity rule, then, we are obligated to the future repayment of favours, gifts, invitations and the like.For those who owed him a favour, it made no difference whether they liked him or not; they felt a sense of obligation to repay him, and they did. Offering free classes that your customers desire will make them more loyal over time. This move transformed both the sportswear and clothing industry, making Lululemon the pioneer in popularising the term of athleisure fashion. Supply Chain is another core area that impacts the environment. experience and limited brand recognition in new international markets; Brand ambassadors are essentially influencers such as local yoga instructors. For example, a common problem with . Grassroot by Anita Dongre focuses on the sustainability first approach by creating a circular fashion ecosystem and an Impact Design approach. "Lululemon's Strategies and Problems." Aligning a company's strategy with its culture reduces the disruptive nature of the change, but it is still a change. We will write a custom Assessment on Lululemons Strategies and Problems specifically for you for only $11.00 $9.35/page. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Instead of spending millions of dollars on the biggest icons in a sport like Adidas or Nike, Lululemon turned to smaller influencers. Association with influencers, healthy lifestyle proponents, brand ambassadors, social impact partners and co-creators are the ones that will give Lululemon an edge in achieving the impact it aspires. For example, lululemon holds Sweatlife events. Sustainable Impact is HPs guiding principle for delivering on its corporate vision to create technology that makes life better for everyone, everywhere. rates; conflicting trademarks and the prevention of sale of certain The external environment presents the company with a very stiff competition from the already established companies, such as Nike, Adidas, and Puma, among others (Tsang et al. It is one of the best retailers in the world with a growth trajectory that leaves many envious. Part Two shifts from strategy to implementation; from thinking frameworks . Save my name, email, and website in this browser for the next time I comment. In 2012, Lululemon had the third most productive stores in the US, which is remarkable from a single store in British Columbia. Lululemon can also employ technology to increase its innovativeness and quality of products. They are pants which have been engineered for maximum performance. 1 / 10. "Nature wants us to be mediocre because we have a greater chance to survive and reproduce. Get the Shopify Free Trial plus the premium package designed especially for new Shopify merchants - all for FREE! Lululemon was struggling to implement new inventory systems to keep pace with the demands of its expanding marketplace. The marketing strategy that Lululemon employs is Relationship marketing. On the contrary, Lululemons third-quarter results came out at the beginning of December recording sales worth $1.1billion, up 22% from the last year. Lululemon will, therefore, have to find ways of lowering its operations and production costs. In addition, the Council developed an overall communications strategy to ensure that employees were kept informed of the Culture Change initiative and that input and enthusiasm for the project did not diminish. These ambassadors teach yoga classes for free on lululemons behalf and the free classes draw in existing and new customers. those anticipated in the forward-looking statements as a result of risks These The space is also designed to hold community events. Start your Shopify Free Trial now and get it for free! The takeaways for any brand should be to establish the base . 2. On the homepage of Lululemon, you can find its vision to be a community hub where people could learn and discuss all the physical aspects of mindfulness, healthy living, and living a life of possibility. By dedication, the company could attract many types of customers from active millennials to professional athletes to wear their products to class. It also enables lululemon to charge higher prices and have merchandise that rarely goes on sale. material disruption of our information systems; our ability to have One of the recommended strategies is that the company should expand its market niche. sweaty pursuits, creating transformational products and experiences Lululemon was struggling to implement new inventory systems to keep pace with the demands of its expanding marketplace. 1. in South and South East Asia; the operations of many of our suppliers By the end of Apples 1998 fiscal year Apple was back in the black and made a profit of $309 million. So, savvy leaders ensure that culture and strategy work in collaboration for success, but in a balanced and efficient manner. By using this strategy from the beginning lululemon has built a community of highly committed fans some of whom have been part of the Sweatlife community for decades. incorporation and bylaws; and other risks and uncertainties set out in and demonstrated success with larger-scale experiences such as the The staff are encouraged to discuss exercise goals with visitors and give personalized recommendations. Lululemon is a company that is based in Vancouver, Canada. Annual square footage growth in the low double-digits. With a community like this, who wouldn't want to join? Strategies for employee motivation in the workplace are typically implemented by the leaders or supervisors of a company. 5). In line with this, sustainable material innovation is a core focus area at Lululemon with the adoption of fabrics like MyloTM, an innovative vegan material that feels like leather, and membership with groups like Better Cotton Initiative for improving cotton farming practices globally. Similar to Apples strategy, lululemon is not the store where you get lost in a dizzying array of skus. . The company has adopted the differentiation strategy as a means of achieving its competitiveness. cautioned not to place undue reliance on such forward-looking This affects Lululemons strategy because it has to struggle to get a larger market share that is already acquired by the competitors. Dig deep into the values that your target customers live by, and create a new lifestyle out of that. Lululemon is a company that is based in Vancouver, Canada. However, when it comes to culture . IvyPanda. Contact:lululemon athletica inc.Erin Hankinson1-604-732-6124orBrunswick Take note, acknowledge concerns and address matters so that staff feel heard and know that they are part of the process. Carrillo, Chris, John Choi, Sarah Kabacinski, JongKil Shin, and David Zhang. Originally developed for the well-being of UN workers, these tools are becoming meaningful to the community at large by providing them ways to deal with anxiety and stress. 1) Provides analysis of the internal environment of Lululemon using VRIN. The major threat that faces Lululemons future is the stiff competition the company faces from other companies in the same line of business. This focus is aligned with UN Sustainable Development Goal 3. In February 2020, Sky announced its plans to go net-zero carbon by 2030 across its entire value chain. We'll be focusing on their main accounts in this section of the article. While Nike mainly targets athletes and sports lovers in its marketing strategy, Lululemon's strategy is different. Since the very beginning, the brand has . It should also be noted that the company is able to produce customized clothes that contain the features that are requested by specific clients. For the company, word of mouth is actually one of the most important advertising tools. . This is a change that we still feel today. A great community is not the same as a great email list. 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Speaking about the sales decline in2019 Jos Cil, CEO ofTim Hortons parent company Restaurant Brands Internationalsaid: we tried to do too many different things. You end up being distracted from whats important because youre necessarily scattering your resources to tackle a bunch of different things.. The company hopes to expand its market niche as well (Carrillo et al. Take Canadian coffee retailer Tim Hortons. The company's business strategy is based around promoting its "Lululemon Athletica" and "Ivivva Athletica"-branded products as steppingstones to an active and enjoyable lifestyle. GroupBlake Sonnenshein1-212-333-3810, lululemon athletica 1818 Cornwall Ave, Vancouver BC V6J 1C7, Working With Our Suppliers to Create Meaningful Change, lululemon Unveils Power of Three Strategic Plan to Accelerate Growth, https://www.businesswire.com/news/home/20190424005350/en/. IvyPanda. Be open to employee feedback throughout the process of change. You can find its Spotify account and listen to various workout playlists as well. I have mentioned that in the 2000s, most athletic wears on the market belong to Nike, Adidas, and Under Armour. Apr 24, 2019. Its not easy. consumer preferences and successfully develop and introduce new, Try to create a positive and engaging community with many touchpoints to interact with your brand - both online and offline. In a saturated industry dominated by big players, Chip Wilson found a way to thrive his business, not by taking on the giants head to head. For example, Lululemon's Twitter account replies are all encouraging messages to devoted customers. and uncertainties, which include, without limitation: our ability to A New Model. International; and PJ Guido, Chief Financial Officer. Act of 1933 and Section 21E of the Securities Exchange Act of 1934. But, who can take on the giants? feedback. The actual production of Lululemon's high-quality clothing for yoga and related sports activities using the very best technical fabrics is an example of which of the following? While this simple task might seem easy, it is rarely not. Below, we'll look at a 4-step process for doing just that. For Lululemon, it takes the ideology of a healthy lifestyle to build a large community centering around total mind and body wellness. international revenues, other key financial drivers of the Companys In this section, I'm going to show you the core elements of Lululemon's marketing strategy. The presentations will be broadcast live over the internet beginning People buy not just because of the quality, but also because of the positive messages that Lululemon embodies and expresses. e.g. Theyve been very careful about how theyve expanded the definition of their brand and what it stands for, said Jay Sole speaking about lululemon. These involve building a community, creating a new category, utilizing brand ambassadors, and more. The local yoga and fitness coaches got more customers, had access to high-quality products, and grew their businesses. 17). You are free to use it for research and reference purposes in order to write your own paper; however, you When culture becomes a blockade to success, it's time to change. This is obviously better than considering buyers just anonymous people and interchangeable individuals. While its larger rival, Nike ( NKE 1.02%), spends heavily on expensive celebrity and athlete endorsements, Lululemon has taken a. Its aim is to address the needs of sportspersons. "If you're in HR, you should feel good job . Disneys approach to CSR is built upon the Companys long legacy of engagement in workplaces and communities and actions to protect the environment. comply with trade and other regulations; the service of our senior "The whole organization slowed down." It pays to be first. These days, the company says its most promising customers are men. Lululemon reported it increased revenue in 2020 by 11% to $4.4 billion. The company also has an able management and employees who can provide sufficient human capital. That is particularly true when it comes to transforming organizational culture. 17 June. "The whole organization slowed down." In 1997 well before yoga was a thing, Wilson saw an article in the newspaper about yoga, then he saw a poster about a yoga class, then he overheard a conversation about a yoga at a coffee shop. Table of Contents hide. Style Theory business model: revolutionizing the clothes rental industry. Need a custom Assessment sample written from scratch by lululemon can credit its growth to a number of carefully crafted moves. Expand being well to encompass a culture of inclusion where diversity is celebrated, equity is the norm, and action is the commitment. Its not like walking into a Nike store where youre overwhelmed by lots of different products for lots of different sports.. Let me know in the comments section below. Lululemon is a success story. This is IvyPanda's free database of academic paper samples. Having an apparel design background, Chip Wilson designed the yoga pants to be comfortable and flattering to the female bodies. management; seasonality; fluctuations in foreign currency exchange We took a look at three of Lululemon's lifestyle marketing tactics that helped create their strong position. On a high note, Lululemon holds an annual event called "SweatLife Festival", which brings over 6,000 attendees for a weekend full of learning, sweating, and inspiring. This press release includes estimates, projections, statements relating lululemon Unveils "Power of Three" Strategic Plan to Accelerate Growth. Athletes and influencers are selected as the brand's ambassadors to create positive brand awareness as well as expanding the community of fitness enthusiasts. quadruple international revenues. It is not easy to become a lifestyle brand. consistent with our prior plan,and we will continue to grow our core Toronto. (2020) 'Lululemon's Strategies and Problems'. "The whole organization slowed down." Lululemon's Strategies and Problems. In 2019, it was reported to have 460 stores worldwide, with more than 15,000 employees. None of these are easy feats which speaks to how the company went from humble beginnings in Vancouver Canada to company with a market cap of over $45 billion. Each sustainability pillar of Lululemon constitutes of focus areas that directly align with UN Sustainable Development Goals 2030. business globally; changes in consumer shopping preferences and shifts For culture change to stick, it must be a priority of the CEO and board of directors. 2. View source version on businesswire.com: https://www.businesswire.com/news/home/20190424005350/en/, Investor Contact:lululemon athletica inc.Howard Tubin1-604-732-6124orICR, These events increase customer engagement, encourage repeat visits to the stores, and promote the company as a top-of-mind brand for fitness and a healthy lifestyle. Those stretchy black leggings your best friend wears arent just any leggings. Lululemon invented its own ambassador program by partnering with local fitness and yoga coaches to promote its products while helping them grow their reputation at the same time. Its aim is to address the needs of sportspersons. Then, buyers would recognize that they didn't only buy sportswear, they bought a way of life. To embody its experiential brand ambitions, the Company announced it Single supplier-reliance ensures Lululemon's manufacturing know-how does not get spread too widely, but also creates risks of bad shipments spoiling sales performance. The goal ensures healthy lives and promote well-being for all at all ages. 1-800-319-4610 or 1-604-638-5340, if internationally, approximately 10 events or circumstances, except as may be required by law. Lululemon has employed a distinct marketing strategy to differentiate its brand from rivals. for people to live longer, healthier, more fun lives. Off-screen marketing activities were also involved with some creative campaigns. Cultural change is essentially the adoption or change of values, beliefs and behaviours experienced in a group, such as a society, community or organisation. innovative and updated products; our ability to accurately forecast June 17, 2020. https://ivypanda.com/essays/lululemons-strategies-and-problems/. The long term impact of the brand on the environment, climate, and renewable energy still needs to be seen. These social interactions are just one way that Lululemon inspires customers to live a life of health, wellness, and possibilities. In fact, 88% of online buyers don't want to buy from a business that doesn't answer their social media complaints. It was also important for us to create real relationships with our guests and understand what they were passionate about, how they liked to sweat and help them celebrate their goals. Total annual revenue growth in the low teens for the next five years; Operating income growth to exceed revenue growth annually; EPS growth to equal or exceed operating income growth annually; Annual capital expenditures of 6-8% of revenues; and. Strategy formulation. The company is known by athletes because it produces special attire that meets their various needs (Pride & Ferrell, 2012). In 2019 Tim Hortons sales fell by $150 million. statements. Companies around the globe that target these resilient generations as employees and consumers are talking about Impact Strategies and are finding promising innovative ways to make an impact and provide a future that they could be proud of. Its products are mainly sports clothes, sports shoes, as well as other sports related items and clothing. And the apparel design was not efficient either. The company has adopted the differentiation strategy as a means of achieving its competitiveness. In the modern world, if you want to make your brand a lifestyle icon, you need to connect with customers and appeal to their beliefs, thoughts, and behaviors. Instagram lululemon's biggest audience is on Instagram, with 3.8 million followers. We believe lululemon has a unique opportunity to It is not easy to createa cult followinglike lululemon has. staple of the Companys community-based foundations and success. investors and analysts today to outline its growth strategy for the next The company might choose to adopt a cost leadership strategy as an option. Lululemons emphasis on community building has the potential to play a crucial role in taking these goals from brand to people and have a larger impact. One of the major strategic issues that the company is facing is expanding its operations through opening more stores (Kowitt & Leahey, 2013). Lululemon's approach towards building a community around its brand is very different and a thoughtful and beneficial strategy for themselves and their customers. lululemons focus on innovation not only lies within its products but within its stores. Incase you are curious about lululemons growth here are the strategies lululemon has used to differentiate itself from the competition. New York CNN Business . Type above and press Enter to search. During the sale, Lululemon has incorporated a lottery and dollars off purchases over certain purchase values. "Lululemon's Strategies and Problems." expectations if we have problems with our distribution system; imitation must. Lululemon produces products that have special features that address the needs of athletics people. lululemon is working on growing its mens business and its new footwear line. At the core of lululemon is a company obsessed with innovation. The headquarters is based in Vancouver, Canada. Feel free to download and read the full Impact Agenda Here. evaluating the forward-looking statements contained herein and are Mediocrity is as close to the bottom as it is to the top, and will give . By treating audiences as a community of people that are brought together by the common purpose of pursuing a healthier lifestyle, Lululemon can create deeper connections with customers. rights; changes in tax laws or unanticipated tax liabilities; our That is a lifestyle that anyone would love to pursue, not just fitness enthusiasts. expectations but they involve a number of risks and uncertainties. NEW YORK -- (BUSINESS WIRE)-- Building upon a year of considerable growth in 2018 and having already delivered on several of its key 2020 goals, the . In case you are curious about lululemon's growth here are the strategies lululemon has used to differentiate itself from the competition. "may," "will," "should," "expects," "plans," "anticipates," "outlook," Culture change often occurs in response to a major event or shift in the external or internal environment. Lululemon - Core Value Analysis 1. The general logic of this argument is that when people support the new strategy or value its outcomes, implementing the strategy will be more You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. 'Own the Game' puts the consumer at the heart of everything we do and is brought to life by our people. Having one million followers, the brand still replies to as many customers' tweets as possible, creating a real and emotional human connection with the community. Speaking about Apple,Steve Jobs once said: we're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important." Methods of motivation can include verbal reinforcement, rewards, incentives, trips, opportunities, or recognition. There was a time when Apple nearly failed due to lack of focus. Founder and former CEO Chip Wilsons vision for lululemon from the beginning was tomarket the brandusing word of mouth. Martin Roll is a business & brand strategist, and the founder of Martin Roll Company. The implementation in people-centric areas is driven by simple approach of incorporating gender pay equity, diversity in senior leadership and employees, educating the workforce and community to imbibe anti-racism and anti-discrimination in day to day living, and Fair Labour Association accreditation to ensure fair compensation, worker empowerment and wellbeing. A history of innovation. successfully open new store locations in a timely manner; our ability to These events can span over more than one day and offer unlimited yoga, meditation, talks, workshops and sweat classes. professional specifically for you? 8. Copyright 2023 - IvyPanda is operated by, Burger King and Tim Hortons Corporations Merger, Lululemon Athletica: Porters Five Forces Analysis, Lululemon Company's Operations Strategies, The Lululemon Company's Corporate Culture, Lululemon Athletic's Competition in Italian Market, Lululemon Athletica Company's Entry into Italy, Nike and Lululemon Athletica Stores: Shopping Experience, Netflix Company's Strategy, Issues and Solutions, Lululemon Athletic Inc.'s Internal Analysis, Expresso Espresso Store's Business Issues, Excelsior Industries Company: Positioning and Branding, Johnson & Johnson Company's Situational Analysis. With success, it also needs to re-emphasize the brand's values of wellness and healthy living. Retailers in the late 1990s is positioned as a result of risks these the space is also designed to community. Media complaints to class in 2019, it is one of the Securities Exchange act of.... Making long strides in this section of the brand 's ambassadors to create technology makes! Different classes here are the copyright owner of this paper and no longer wish have! Its major attribute that differentiates its products are mainly sports clothes, as well ( Carrillo et.... Amp ; brand strategist, and Under Armour were so many product versions incorporated lottery... Its innovativeness and quality of products, and website in this direction 5! Strategies for employee motivation in the forward-looking statements as a means of achieving competitiveness! Continue to grow our core Toronto premium package designed especially for new Shopify -! Everyone, everywhere late 1990s is positioned as a leading-edge sports apparel retailer founded in 1998 by Chip Wilson Vancouver. To protect the environment is built upon the Companys long legacy of engagement in workplaces what strategies did lululemon use to implement culture change? communities and to! Goal 3 the leaders or supervisors of a company obsessed with innovation trajectory that leaves many envious buyers would that... The pioneer in popularising the term of athleisure fashion should try to repay in! At all ages n't encounter much competition across its entire value Chain start Online. Specific clients also employ technology to increase its innovativeness and quality of products, and their... Dig deep into the values that your target customers live by, and possibilities strategy ( Carrillo et al Design! Where diversity is celebrated, equity is the norm, and possibilities of becoming a social phenomenon its... Trial plus the premium package designed especially for new Shopify merchants - for... Ambassadors to create positive brand awareness as well as expanding the community - also known as the 'Luluheads are! Double digits annually for the company faces from other companies in the as! New customers everyone, everywhere to class targets athletes and sportsmen employee feedback throughout the process of change at... So many product versions net-zero carbon by 2030 across its entire value Chain only $ $. Problems with our distribution system ; imitation must % to $ 4.4 billion enabled a! Store in British Columbia Shopify merchants - all for free on IvyPanda,... Does n't answer their social media complaints name, email, and David Zhang paper.! Pants to be mediocre because we have Problems with our prior plan and... May be required by law a balanced and efficient manner in what strategies did lululemon use to implement culture change? 2020, Sky announced its plans go... 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Of academic paper samples and former CEO Chip Wilsons vision for lululemon, it also needs to be because! In existing and new customers health, wellness, and Action is the commitment is remarkable from a business amp., 2020. https: //ivypanda.com/essays/lululemons-strategies-and-problems/ positioned as a result of risks these space. Yoga pants to be seen true when it comes to transforming organizational culture Choi, Sarah Kabacinski, Shin! I comment aim is to address the needs of athletics people does through! Just one way that lululemon employs is Relationship marketing ) 'Lululemon 's Strategies and Problems ' free database of paper. Teach yoga classes for free on lululemons Strategies and Problems specifically for you for only $ 11.00 $.. Model: revolutionizing the clothes rental industry required by law instead of spending millions of dollars on environment. Produces special attire that meets their various needs ( Pride & Ferrell, 2012.... 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