Lululemon Athletica is a unique company that prides itself
in selling not only yoga-inspired athletic apparel but also an enlivening new
lifestyle. I have been buying Lululemon apparel for about seven years now and I
will confidently say that the inspiring and growing community that this company
continues to build upon has led me to make several vital changes in my life,
which have in turn resulted in a more enriching and healthy lifestyle that I continue
to embrace more and more everyday. Just by browsing the company’s website, one
can gain the sense of community and lifestyle that company strives to create –
one that promotes “long, healthy, and fun lives.”
The Lululemon website does an exceptional job in devoting
50% of their site to marketing its athletic apparel and other products while
the other 50% is dedicated to educating its community members on matters such
as product care, goal setting, sustainability, and healthy living tips. The
latter also includes a link to their blog and a messageboard for feedback and
discussion. Their manifesto, which is located on their shopping bag as well as
on their website is a collaboration of inspirational quotes, words, and facts
that together, sufficiently deliver the overall message that the company wishes
to instill in its customers and/or community members. The power of this
manifesto leads consumers to want to continue to buy into their products and adapt
the lifestyle in which it has created. It is extremely transparent that the
company really does care about their customers and wants to make a lasting
impact on their lives.
The website does an excellent job in marketing the Lululemon
brand because they are constantly updating the content and are able to keep
members and consumers interested and intrigued. They are constantly getting new
products, which are always displayed on the site as large images coupled with
the product’s purpose, impact, and benefits. The site even provides an entire
section devoted to the quality of their products, the fabrics and technologies
used to make their products, and the sustainability of their products. This
allows for users to really know how their products are being made and gain more
knowledge as to why the prices of their products are set slightly higher than
most other athletic apparel companies. This section also includes a feedback
and discussion forum in which people can talk about why and why not they
enjoyed certain products and suggestions to the company for how they can
improve products in the future. By dedicating a section of their site to
discussion, it promotes a more inclusive and participatory culture among its
members – one in which they feel like their input is actually acknowledged and being
taken into account. Lululemon also puts on various yoga classes and other
events at almost all store locations – allowing for the community to come
together in order to inspire, teach, and embrace similar interests with one
another. The events are promoted through their website and feedback from
participants regarding these events is also posted.
One key feature that is not utilized on the Lululemon
website is the use of premiums to attract new customers. This company seems to
devote most of their energy in marketing to current users rather than extending
its targeted segments to new consumers. There never seems to be any special
deals promoted through their website and the sale items are very limited and
often overlooked due to a lack of promotion. They have a strong loyal customer
basis and strive to strengthen their relationship with those customers to the
best of their ability, which they are very successful in doing.
Overall, the Lululemon website is very easy to navigate and
its simplicity allows for visitors to really focus in on the content and the message
that the company is trying to deliver rather than unnecessary distractions. The
content flow and positive, impacting content that the site provides makes the Lululemon
marketing methods extremely effective.
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