Unformatted text preview: Lululemon Case Study- FTM 387
Elizabeth Lemmons 1. Lululemon provides high quality men’s and women’s athletic and athleisure wear. The
main type of athletic activity they are targeting is yoga as they sell yoga mats, bags and towels.
Lululemon has a higher price range than most athletic wear brands. The company’s best
selling product, yoga pants, can range from around $90-$110 for shorter cropped pants and
$100-$130 for longer and more detailed pants. Lululemon’s products are priced higher than most
athletic brands due to their high quality materials and superior fit. In addition to the features of
the product, customers receive free classes within the store as well as information about yoga
studios near them.
The company has a large social media presence with 1.8 million followers on Facebook
and 2.1 million followers on Instagram. They use a unique advertising approach promoting a
lifestyle of active living by the use of brand ambassadors as well as fitness instructors . The
company’s Instagram page has pictures of products as well as scenic views and inspirational
messages to promote their active lifestyle.
Lululemon puts a great deal of effort into in-store experience by offering in-store yoga
classes, as well as educational materials so that customers can learn more about the products they
sell. Their online website is very robust with with a clean layout showing their products for men
and women. The website also includes a section for inspiration that includes product features,
design of products and care, a section for brand ambassadors and a section for the community of
Lululemon product users.
2a. Lululemon is focused on “developing both a brand and a culture” that focuses on
“achiev[ing] … athletic goals, lead[ing] more balanced and positive lives, and … feel[ing] more
amazing.” In order to do so, the company uses two key programs to impact the community and
“increase [the community’s] awareness of the benefits of practicing yoga” (Lululemon atheltica).
The Here to Be program, a “social impact initiative” that the company uses to “[partner]
with best-in-class nonprofits around the world to make the healing benefits of yoga and
meditation accessible to all,” is a new community initiative that is being used to help form new Lululemon Case Study- FTM 387
relationships within the Lululemon community (Lululemon athletica). The program sponsors
yoga-based events around the world that offer free classes and a supportive group of like-minded
individuals in communities that don’t always have access to yoga facilities and instructors.
Additionally, Lululemon uses a program called the Metta Movement to award grants
(from individual stores) to community members to help sponsor events and programs that share
the company’s ideals. For example, Lululemon has awarded Metta Movement grants to
fundraisers who participate in marathons for causes that the company believes in, often times
matching the fundraisers’ own donations.
2b. As a large part of Lululemon’s mission is to “increase awareness” and “[incorporate
practicing yoga] into [the community’s] daily lives,” implementing these programs helps
encourage Lululemon’s community to continue daily yoga practice and to further act as
ambassadors for the brand (Lululemon athletica). Allowing community members the
“opportunity to be a part of in-store yoga classes” and make them aware of “off-site yoga studios
that are available,” along with implementing give-back programs like Metta Movement and Here
to Be further stimulate the community and pushes members to evangelize non-community
members (Lululemon athletica).
2c. These give-back programs put the Lululemon brand in a positive light in the
community; as both the Metta Movement and Here to Be programs are focused on donating time
and money to the outside world to help further the company’s mission, even non-stakeholders
will have a positive view of the Lululemon brand.
3. Lululemon believes their manifesto is ‘one way we share our culture with the
community’. Aside from the manifestos included in the case study, Lululemon has many posted
on their website. Some include: “the conscious bran can only hold one thought at a time, choose
a positive thought”, “this is not your practice life. this is all there is” and “have you woken up
two days in a row uninspired? change your life!” These manifestos further the brand position of
Lululemon because they convey more meaning to the customer than just product information. It
conveys that the company cares about the wellbeing of their consumer, even on days when they Lululemon Case Study- FTM 387
are not in the store shopping. It further positions Lululemon as a lifestyle brand that has
infiltrated every part of the consumer’s life. By communicating methods to improve their
consumer’s mind, spirit and body, it is furthering Lululemon’s presence in their consumer’s
mind, which in cause will make the consumer even more dedicated to the brand and the lifestyle.
4. Lululemon is a lovemark because of their passionate relationship with customers, their
story and their touch of sensuality. Lululemon has a close and passionate relationship with their
consumers through their manifestos, which inspire consumers to better their lives, and their app
that lets the consumer constantly live the Lululemon lifestyle. Each Lululemon store holds
individual classes and clinics for consumers, which communicates that the brand cares about
consumer’s lives outside of the store. The cell phone app that Lululemon has lets you shop the
products as well as helps you to find yoga studios around you. They have gone to extraordinary
measures to be present in every part of their consumer’s lives. Because of this, the brand is more
intimate with their consumers than many other brands, proving it to be a lovemark.
Through Lululemon’s in store classes, their app, their products and their manifestos, the
branding has all of the ingredients for their consumer to create their own love story. Every aspect
of Lululemon has positive effects on the consumer. If a consumer were to indulge in every aspect
of the Lululemon brand, it is sure that they will feel healthier and happier in every aspect. This
creates a ‘love story’ for the consumer. By participating in classes the consumer will feel
healthier and more productive. The athletic clothing will make the consumer feel like the best
version of themselves, while the manifestos will cause the consumer to think more positively.
The love story is happening inside of the consumer and they end up loving themselves more in
the end. This is a sure sign of a lovemark.
The sensuality of Lululemon comes with how close the brand is to their consumers. The
Lululemon brand does not stop with ‘the promise of quality’. Lululemon will come home with
you from the store, whether it is through the app or through the classes offered. The ideals and
beliefs of the brand will live with the shopper way past them leaving the store. Lululemon fosters
an environment of intimacy while working to be a better you. Lululemon Case Study- FTM 387
5a. Lululemon’s target marketing includes women who want to live healthier lives. The
target age for customers includes older Millennials and Gen X. These women have a high
income and are well-educated. Lululemon primarily targets women who are married and may
have children. These women are busy with their career and family, but are still concerned with
maintaining a healthy lifestyle.
5b. Women who shop at Lululemon have an active lifestyle and want fashionable
workout clothing. The target market is women who want to have higher quality activewear.
Lululemon products mainly target women who actively participate in yoga, but may also
participate in a variety of other sports. These women value a yogi lifestyle, and want to live more
balanced and positive lives. Lululemon’s target consumer enjoys traveling and exploring while
being active. Lululemon Case Study- FTM 387
6. SWOT Analysis
- - Weaknesses Strong social media presence (Over 1 - Lack of inclusivity Million followers on each platform) - High price point Branding stays strong and cohesive
throughout all social media platforms - Lululemon has developed a cult
following through its creation of a
community - Very interactive with customer
inquiries - Global
Opportunities Threats - Lower priced line of simple basics - Fabletics - More inclusive size range - Athleta - A children's line - Nike - Sale selection - Under Armour Lululemon has become a love mark because of the way the brand has become a complete
lifestyle brand. Women around the world adore Lululemon because of its positive brand
messages, style, and the community it allows them to be a part of. You can see this love
throughout all of Lulu’s social media sites including Instagram, Facebook, Twitter, Pinterest,
Spotify, Apple Music, Youtube, and their own app. They’re very interactive with their followers
as well. The team is quick to respond to any questions or problems and help as much as they can.
Lululemon is also a global brand as well so they have a big presence and their community is Lululemon Case Study- FTM 387
worldwide which makes it even stronger. To expand their community some opportunities they
could pursue would be making a line with a lower price point that maybe just sells simple basics
without all the fancy fabrics and technology they like to use in their $100+ Leggings and
workout wear. Also holding more sales could make the brand more accessible to women that
don’t want to pay full price for their clothing. A children’s line could also be a possibility
because since they now offer men's apparel, if they sold apparel for active kids it could become a
brand for the whole family. Lastly, they could finally create a more inclusive size range for
women because as of now they only range from a size 2-12. That leaves out a large population of
women that are also active and want to wear their clothes. That last opportunity is really a
weakness for the brand. Because they don’t have larger sizes for women, those customers are
shopping elsewhere, likely with the competition. Another weakness is the price point. It’s very
expensive for workout clothing, especially when you can get very similar products for fractions
of the price at other retailers. Because of the price point and limited sizing it creates an air of
exclusivity. Below is a screenshot of a conversation between Lululemon and a lost customer
from their Facebook page. Lululemon Case Study- FTM 387
Their competitors are popular brands Nike and Under Armour because they also implement
technology in their products and also Athleta and Fabletics for the fashionable styles and fun
colors that appeal to the fashion forward customer. The competitors also have larger size ranges. Lululemon Case Study- FTM 387
Lululemon athletica. (2017). Retrieved September 14, 2017, from http://www.lululemon.com ...
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