As of right now, Lululemon approaches the use of athletes in a different way than all of the companies we have discussed thus far. They will not pay athletes to wear their clothes and support their company. They want people to wear their products because they truly like their products and would choose to wear them. According to their website, over 60 athletes have become what Lululemon calls "elite ambassadors". They also encourage local athletes to be ambassadors as well. They ask people who embody the lifestyle and culture of the company to apply and you should be allowed to find these people on their website (but it looks like the link is broken right now). They hope to provide inspiration to new and future customers and attract them with their low-key status.
This company uses a "manifesto" that poses questions and uses phrases to draw people into the culture of Lululemon. The manifesto poster is pictured above and can be accessed on the firm's website as well. Keep in mind they are targeting people (mostly women) that participate in yoga and dance.
The marketing strategy used by Lululemon is definitely a different approach but it gives off the attitude that anybody can be an athlete and we should look up to the people in our own lives and neighborhoods that inspire us. How do you think this strategy compares to others in the industry like Nike, Under Armour, and New Balance?
Understated and a definite difference in how they market. Maybe they really know their customer and are taking a more text based approach!!
ReplyDeleteThe use of text is clever , yet may limit sales to english clients. Use of picures or icons global appeal!
ReplyDeleteThere are definate benefits to relating to your customers. If customers respond better to short phrases that is great, but also good point about creating global restraint. Thank you for your comments!
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