Lululemon Communication Strategy

Lululemon Athletica Inc. is an apparel, athletics, and sportswear retail Canadian-American multinational company. Chip Wilson started the sportswear company in 1998. Today, we’ll discuss Lululemon communication strategy or Lululemon marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Lululemon; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples. Lululemon Public Relations strategy.

Products and services of Lululemon

  • Hair accessories,
  • Undergarments
  • Jackets
  • Men’s and women’s shoes
  • Athletic wear
  • Women’s accessories
  • Water bottles
  • Yoga mats
  • Bags
  • Sweaters
  • Shorts
  • Yoga pants

Subsidiary brands of Lululemon

  • Ivivva Athletica
  • Lab
  • Lululemon Athletica

Lululemon statistical facts and figures

  • Asset net worth – 5.61 billion USD (2022)
  • Location Points – 655 stores
  • Annual revenue – 8.11 billion USD (2022)
  • Net income – 855 million USD (2022)
  • Employees – 34,000

Competitors of Lululemon

  • Lole,
  • Cooper Canada
  • Puma
  • Gap Inc,
  • Canada Goose, 
  • Adidas
  • Kuusport,
  • PrAna,
  • L Brands,
  • Sweaty Betty,
  • Bauer hockey, 
  • Nike
  • Outdoor Voices, 
  • Under Armour

Lululemon communication strategy would analyze elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Lululemon or Lululemon Public Relations strategy. as follows;

Lululemon Communication Strategy

Let’s discuss the main elements of Lululemon communication strategy or integration marketing communication strategy of Lululemon as brand communication strategy examples; they’re as follows;

Advertising Strategy of Lululemon

I-Paid Ads Campaigns

Lululemon launches various types of paid advertisement campaigns to attract the attention of potential buyers and amplify its market reach. They could be in the form of running TV commercials on various media channels, installing billboards in crowded locations, print media, sports magazines, and other media channels.

II-Innovative Offers

In order to differentiate itself from its competitors, Lululemon launched a completely new category of sportswear apparel; streetwear. In fact, the company is the pioneer in advertising and popularizing athleticwear fashion.

III-Lifestyle Brand Positioning

Lululemon advertised and brand positioned its sportswear products as lifestyle wear that allowed people to perform exercises in their routine lives; look good, and feel comfortable. The lifestyle brand positioning in the sportswear industry was a completely new thing that Lululemon introduced. For instance, the company-designed yoga pants, flattering to women, and they feel comfortable wearing them.

Direct Marketing Strategy of Lululemon

I-Building a Community

Becoming the lifestyle, is easier said than done. It means that the customers could connect and resonate with the brand. Lululemon puts a lot of emphasis on becoming the iconic fitness and sportswear lifestyle brand.

II-Organizing Events

Lululemon follows the ideology of health and fitness and the sportswear brand has established a very community around it. The company organizes yoga, health, and fitness; and encourages people to attend such events and wear the company’s sports yoga pants in the session.

In fact, Lululemon is conducting hundreds of “sweat with us” fitness programs in its stores. They offer free yoga classes with top-class exercises. Annually, the company conducts a “sweat life festival” program focusing on learning, sweating, and inspiring on the weekends; it receives approximately 6000 attendants.

III-Popular Marketing Campaigns  

Lululemon has launched various popular marketing campaigns over the years on multiple media channels. They helped the sportswear brand significantly to amplify its market. Some of the marketing campaigns of Lululemon are as follows;

  • Feel–targeted men with the message of how they view their health and well-being
  • Strength to be – a short film that highlights the perception of male and masculinity
  • Let the feeling flow – encourages and motivates people to celebrate growth and connections in their life journey  

Digital Marketing Strategy of Lululemon

I-Active on Social Media Platforms

According to an estimate, approximately 88% of people don’t shop from such brands that respond to their queries, complaints, and comments on social media. Keeping that in mind, Lululemon is highly proactive on social media platforms and responds to comments, queries, and complaints of people. In fact, the sportswear brand has millions of followers on multiple social media platforms; Twitter, YouTube, Facebook, and Instagram. It helps the company amplify user engagement and ultimately sales.

II-Influencers Marketing

Lululemon collaborates with various social media influencers in the sports industry. They have a mass public influence; their brand and product endorsement help the sportswear company to amplify its market and approach new segments of customers. Some of the main celebrities and influencers that the company has worked with over the years are as follows;

  • Mark Healey
  • Manoj Dias
  • Deja Riley
  • Akin Akman
  • Hailey Langland

III-Email Marketing

Lululemon also follows the email marketing strategic approach as a part of the digital market. The company sends out personalized emails, newsletters, promotional offers, upcoming event information, and other marketing messages to the customers.

Sales Promotion Strategy of Lululemon

I-Giveaways & Contests

In order to create a buzz about its upcoming products, Lululemon launches various types of promotional campaigns in the form of giveaways and contests. For instance, the brand holds contests of posting a picture on social media and tagging the friend and brand; it offers them a chance to win a free give, clothing bundle, or something else. The user-generated content and referral marketing do a lot of word-of-mouth marketing on the company’s behalf.

II-Workshops and Virtual Session

Lululemon conducts free health and fitness, yoga, and exercise sessions both online and physically. It allows the company to build a community of loyal customers and connect with them emotionally. However, the peer pressure among members compels them to wear the same brand of clothing. It serves as a great promotional strategy for the brand.

Public Relations Strategy of Lululemon

Lululemon public relations strategy is very clear and it focuses on building a sustainable brand image. For this purpose, the company promotes health and fitness among people; organizes yoga and meditation sessions, and healthy competition among people and users to improve their health and well-being. Collectively, all these efforts, campaigns, and events help the company to build a great public relations strategy for Lululemon.

Personal Selling Strategy of Lululemon

Lululemon has established a very large network of over 655 stores in various countries worldwide. The company puts a lot of emphasis on personal sales by improving the in-store experience and highlighting the seasonal and upcoming. For instance, the company has recently added the following areas in its stores;

  • Sustainable living – offering environmentally friendly products and tips for decreasing waste
  • Hydrate your life – providing water and tips for post-workout refreshment
  • Self-care RX – area with relaxing music, herbal tea, and scented candles

Conclusion: Lululemon Public Relations Strategy | Lululemon Integrated Marketing Communication Strategy | Brand Communication Strategy Examples 

After an in-depth study of the Lululemon communication strategy; we have realized that Lululemon is the world’s leading sportswear brand. If you are learning about the Lululemon integrated marketing communication strategy as a brand communication strategy example or Lululemon Public Relations strategy; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.

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