Since the outbreak of the pandemic, the sportswear brand Lululemon has achieved double-digit growth for 14 consecutive quarters. Despite facing inflationary pressures in the consumer market, its yoga pants priced above $100 continue to sell remarkably well. This Canadian brand has become the world’s second-largest sports apparel brand in just 25 years. Analysis by “Retail Wire” indicates that its success lies not only in high-functioning and beautifully designed products but also in actively catering to the “high-value female” demographic – the middle class who are passionate about sports and self-care. This has become their secret weapon for success.
Lululemon’s stores not only sell products but also serve as yoga studios, harnessing the power of brand communities. Since its inception, Lululemon has been intertwined with the lifestyle of yoga and sports. To promote the brand, Lululemon sponsors yoga classes globally, with attendance often reaching hundreds. Moreover, they transform their stores into yoga studios, where staff and customers practise yoga together, wearing the brand’s clo}\
During the summer of 2023, Lululemon organised the “Together In Stride Studio Week,” partnering with 56 sports venues across Taiwan to offer 250 classes in yoga, functional training, running, dancing, climbing, Pilates, and more. This event attracted over 3,000 participants, showcasing the brand’s remarkable appeal. Through these initiatives, consumers not only experience the practicality of the products through physical interaction but are also professionally guided, making the brand a symbol of self-expression and a certain lifestyle.
In addition to offline experiences, Lululemon’s unique strategy lies in its “brand ambassador” program. Unlike other sports giants, Lululemon invites amateur yoga teachers and fitness coaches to share their styling tips. In Taiwan, Lululemon’s brand ambassadors include yoga academy founders and SUP coaches. Although they may not have many social media followers, they have a significant impact in their respective fields, with a group of students and followers. They regularly post updates on brand activities and share their daily meditation, yoga, and sports lifestyle.
Lululemon’s Brand Manager, Chang Nyberg, pointed out, “We are committed to maintaining good relationships with ambassadors, meeting their aspirations for self-growth, and letting them attract more consumers. The ambassadors’ other task is to test products and participate in product development. For example, the popular “Asian Fit” yoga pants in Asia have received contributions from many Asian ambassadors, providing a fit more suitable for Asian women’s body shapes.
With these two core elements – offline experience and amateur brand ambassadors, Lululemon has formed a community, creating a robust growth flywheel that continuously strengthens brand identity, leading to impressive results.
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