Most of us know about the Lululemon brand success. For those who don’t, Lululemon Athletica is a Canadian brand of sports apparel for yoga, running, working out, and other sweaty pursuits. Its marketing strategy gives us a great case study.
Below are what we could learn from the brand.
- Lululemon carefully designed a clear target market from the start. The brand described its target niche of clients as the women who are passionate about traveling, athletically fit, seeking work-life balance, and struggling with work-related stress.
- The brand also developed a clear positioning. It went beyond selling physical products by introducing a new lifestyle and a new reality. The strategy determined how Lululemon communicates to its target market. None of its messages on social media is about the direct sales of its products. Instead, it works with influencers and sport ambassadors to showcase how its products could be a big part of the customer’s lifestyle.
- When the Covid-19 pandemic started in March 2020, Lululemon gained more than 10% in web traffic, which helped increase its online sales. After the pandemic began, people had to stay at home. Lululemon changed its strategy by launching online sport challenges such as Move and Stay Connected and daily streams with brand ambassadors via Instagram.
- Lululemon introduced small pop-up stores that contained limited product lines before the pandemic. The strategy gave the brand flexibility to test different locations with less investment.
What can small businesses learn from Lululemon’s marketing strategy? There are a few things that are worth mentioning.
- You should think about your product or your brand positioning. It’s more important than many people think. This exercise doesn’t have to be complicated.
- We all know that we need to close the sales to make revenue. However, you should be more strategic about it. Customers don’t want to be sold to. They want to know why they should care about your product/company. Start by figuring out what problem you are solving for your customers.
- Spending money on advertising should focus on building awareness and building relationships with the customer. You should think beyond getting quick sales and collecting email addresses (or other contact details).
If you don’t know where to start, please feel free to reach out to me. We can just have a chat to see if I could help you.
Apivut @ SiB