Lululemon Social Media Marketing Analysis 02-22-2024

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Florida International University *

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6805

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Marketing

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Apr 3, 2024

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Orit Mimoun Student ID# 6406024 Class Name: Marketing Management in the Global Environment MAR6805 Professors Name: Anna Pietraszek, Ph.D. February 22, 2024 Lululemon Social Media Marketing Analysis Lululemon is an athletic apparel company that found success not only by selling a product but marketing a lifestyle. Their philosophy includes an emphasis on innovation and the stated mission of “elevating the world from mediocrity to greatness.” The brand was founded by C hip Wilson in Vancouver, Canada, in 1998. During working hours it operated as a design studio and transformed into a yoga studio after hours. Lululemon opened its first brick-and-mortar store in November 2000 and gained a physical footprint in the athletic apparel industry. Through their Power of Three strategy-- which focuses on product innovation, guest experiences, and international expansion – they were able to spread the message of "supporting one's well-being through movement, mindfulness, and advocacy." Overall, the Lululemon brand aims to empower their customers to reach their highest potential by providing elevated products while boosting social capital. Lululemon’s investment in its marketing strategy leads to engagement within the community and promotes brand loyalty. Their objectives include identifying key retail locations for new stores, providing customers with new products, maintaining their brand image, and achieving growth and consistent cash flow. The marketing activities introduce initiatives dedicated to health, wellness, and community. Among these initiatives, Lululemon is best known for hosting complementary events. This acts as a big differentiator from its competitors. Their stores worldwide regularly host events such as yoga sessions and running clubs. Hosting events like these attracts new customers to the brand and strengthens current relationships. Furthermore, with the adaptation of the Power of Three strategy the brand was able to drive revenue growth from about three billion dollars to over six billion dollars between 2018 to 2021. Pairing the revenue goals with the strengthening of community objectives is a leading factor in the brand’ s success. Additionally, Lululemon has a brand ambassador program that plays a crucial role in strengthening its brand philosophy. Through their selective partnerships with athletes and yoga instructors, Lululemon can maintain its authenticity in the market. The ambassadors not only represent the brand in various communities but also assist in providing feedback on new products. Lululemon's brand

activity resonates with a broad audience, from athletes to the everyday person who seeks comfort and style, which allows them to continue to succeed in the athletic apparel market. In contrast to the brand's offline impact, Lululemon has a robust online presence. Lululemon's social media strategy aims to engage with its community, increase the brand's awareness, and provide the best customer service. The brand encourages its customers to embrace personal growth and to accentuate their individuality. As a result, the brand created an identity that customers can relate to. To increase the brand's awareness, Lululemon partnered, here too, with ambassadors. These ambassadors promote Lululemon's vision by showing the public their admiration for the Lululemon brand. By partnering with ambassadors, Lululemon cultivated a sense of trust within the community. This stems from the notion that the average watcher can connect more with a relatable content creator than a big corporation. Moreover, Lululemon actively interacts with its customers through social media platforms. This includes but is not limited to sharing fitness tips and inspirational stories. This fosters an environment where customers feel comfortable sharing their experiences. Lululemon has a strong presence on platforms such as Facebook, Twitter, TikTok, and Instagram. Note that a closer look reveals that despite 2.9 million followers on Facebook, the last time the brand posted on Facebook was 2021. With this information, we can see that Lululemon began to shift its focus more on Instagram, Twitter, and TikTok as these platforms align closely with Lululemon's target audience, which consists of millennials and Gen Z. With a large following base of 4.8 million followers on Instagram, 955.3 thousand on Twitter, and 897.1 thousand on TikTok, Lululemon has strategically positioned itself to engage with its audience through these platforms. By posting daily on every platform, creating hashtags to have the audience join their trends and be featured on their platform, as well as responding to its following base comments and concerns, Lululemon gained a loyal following and leads in the athletic apparel industry. It is important to mention Lululemon's presence on LinkedIn consisting of 891.9 thousand followers, however, its presence in that platform is used mainly as a professional platform of hiring employees and promoting new business activities and initiatives within the community. Analytics – Media / Response Time 24 Hours or Less 1-3 Business Days Email X Instagram X Twitter X Tik-Tok X Lululemon response time to customers is under 24 hours on the Social Media outlets.