What is Lululemon’s marketing Strategy? Today at BluCactus United Arab Emirates, we will talk about the marketing strategy of a fashion brand that has done a great job of building a strong community on several platforms. Lululemon is an athletic clothing brand. It is also a Canadian technical athletics company for running, yoga, workout apparel and accessories. But, what is Lululemon’s marketing strategy? Stay with us to learn more about this brand that makes a difference among many other brands in the same category. Are you ready? Let’s see!
What Strategy Does Lululemon Use?
What is Lululemon’s marketing strategy? The brand has an influencer marketing strategy. Lululemon regularly collaborates with local yoga, wellness and fitness instructors to represent its brand. The brand creates a space where people can build community by using a section of its stores to host meditation, yoga and fitness classes. The brand is very innovative and takes customer feedback seriously. Because of that, their clothing line is carefully designed to allow their clients to feel comfortable while working out.
Customers are a valuable part of Lululemon’s marketing strategy. Therefore, the brand knows that customers can be valuable content creators when they are satisfied with their products. Since social media occupies a significant place in marketing, user-generated content is likely to be more trustworthy than branded content. Lululemon’s #TheSweatLife was an example of how a brand can inspire consumers to build their network. Consumers used it as a way to share their achievements and fitness goals on Instagram.
What is Lululemon’s Advertising Strategy?
To answer the question “What is Lululemon’s marketing strategy?”, we must examine their advertising strategy first. A key component of Lululemon’s advertising strategy is that the professionals of the brand are very considerate of their community.
From that, we can see that the company’s vision for the Lululemon store was to help people get gear they could sweat in comfortably. The owners didn’t just want to create a brand. They wanted to create a community hub — a safe space where people could discuss and learn the physical aspects of fitness, mindfulness and health. Subsequently, Lululemon built genuine relationships with the people who visited its stores to understand what they were passionate about.
With its marketing strategy, Lululemon demonstrates that one of the best ways to build community is to host events in collaboration with local leaders. Lululemon hosts an ambassador program where the brand builds a broad and valuable network online and offline. That way, the brand promotes its clothing while helping its customers achieve their fitness goals. Lululemon also sponsors real-life events like the Sweat Life Festival which has helped further strengthen the brand’s bond with its customers.
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What Are the Key Elements of Lululemon’s Strategy?
When we consider the main components of Lululemon’s marketing strategy, we can see they are simple — and highly effective.
In principle, the commercial strategy of the brand is based on promoting its products as pillars of an active and healthy lifestyle. It was a successful strategy for Lululemon. Why?
Because the company can put a higher price on its products. People even wear the company’s products as fashion clothes and not just for fitness purposes. For example, in the athleisure style, Lululemon also has an advantage. Lovers of this style add Lululemon clothes and combine them with others that are not related to the fitness world, creating incredible outfits.
Thanks to that, Lululemon sells its products through a network of stores that it owns and operates online and offline. As of December 6, 2018, the company operates 426 stores in the United States. They also have stories in Australia, New Zealand, Canada, the United Kingdom and Singapore. Lululemon believes that its stores help the company connect with customers and seek product feedback while also promoting its brand. Therefore, the main key in Lululemon’s marketing strategy is the community. It has worked very well for them because they are one of the most popular brands for their target audience.
What is Lululemon’s Target Market?
We cannot talk about Lululemon’s marketing strategy without also talking about the target audience of the brand. Lululemon’s customers include people in their teens and early thirties. Since it sells sportswear, the clothes are perfect for anyone who leads a fitness-focused life.
However, the brand is also ideal for those who wear an athleisure style. Lululemon’s target audience is mostly yoga or fitness enthusiasts who value work-life balance. They are also typically high-net-worth individuals who are willing to pay high prices for Lululemon products.
It is also important to mention that Lululemon’s market size is the largest in the US. Still, the brand is sold all over the world.
Who Are Lululemon’s Competitors?
When examining Lululemon’s marketing strategy, it is important to draw attention to its main competitors. Lululemon isn’t the only company selling sportswear,Everything you need to create your own sportswear brand and more! after all, and they compete with big brands. However, Lululemon remains a favorite thanks to its new, high-quality clothing.
Additionally, investors should be aware that the company faces several risks such as finicky consumer tastes and a business model that is heavily reliant on vendors.
Do You Want To Implement Lululemon’s Marketing Strategy In Your Brand?
Perhaps the most essential part of Lululemon’s marketing strategy is that they value the community surrounding them. Lululemon engages with its clientele in different ways and takes their opinions and recommendations into account. Doing this strengthens the brand in the moment and also in the long term.
Now that you know all about Lululemon’s marketing strategy, perhaps you can get inspired and use some of its techniques and innovations to uplift your own brand.
In order to do that, though, you first need a good marketing strategy. Well, look no further! Contact BluCactus, and, with our help, you’ll be able to give your brand the visibility it deserves.
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