Essay On Lululemon

Lululemon Creative Brief

Client: Lululemon Athletica

Problem: Lululemon Athletica wants to convert consumers of rival workout clothing companies to become loyal customers of Lululemon.
Advertising Objectives: The advertising objectives for Lululemon are comprehension, desire, and action. Lululemon wants consumers to have a better understanding of the benefits and features of Lululemon so that the consumer differentiates them from their rivals. Lululemon also wants to further implement consumer desire. Once a consumer has an inclination towards Lululemon, it can become all they think about and this could lead to the final objective: action. Lululemon wants consumers to know that they have fashionable and high quality workout clothing compared to its competitors. The advertisement should affect consumer actions by convincing the consumer to abandon Lululemon’s competitors in favor of Lululemon.
Target Market:

The age group that presents substantial potential for sales of Lululemon is female students aged 14 to 28 years old who live in North America. The first shared attitudes of a typical Lululemon consumer is one who is focused on living a healthy lifestyle. Another shared attitude is prestige. Part of the popularity of Lululemon is the status or street credit it brings to the consumers. Another benefit sought from Lululemon is a high quality product. The Lululemon consumer is one who works out or runs errands in workout clothing, and wants a product that is comfortable and durable.
Brand Character: Lululemon addresses the target markets shared need of wanting to live a healthy lifestyle by offering weekly in-store workout classes and including inspirational mantras for eating healthily on their shopping bags. Lululemon strives for their consumers to look good in their products by designing figure flattering clothing and high priced workout clothing so that only a certain group of individuals can buy the products. Lululemon also addresses the target markets shared need of wanting their clothing to be a high quality-preforming product. They address this by having well educated “ambassadors” who can inform customers about the products. Lululemon caters towards the target market of 14 to 28 year-olds by designing work out clothing that is colorful and flattering. The consumer’s experience of Lululemon is that the workout clothing is comfortable, wearable for whatever life brings, and is durable, no-matter the workout. The product personality of Lululemon is premium workout clothing that is fashionable, comfortable, and competitively priced which is justifiable because of Lululemon’s design choices. The Lululemon ad can create an upbeat mood that is inspirational and motivating- it should inspire one to go workout in Lululemon clothing.
Benefits: Lululemon can satisfy consumer wants and needs by continuing to create workout clothing that is fashionable, comfortable, and can withstand the busy lifestyle of the target market.

The creative team can use photographs in the ad, which can show consumers the versatility and functionality of Lululemon. Fabric details and descriptions from Lululemon can help provide evidence that Lululemon’s workout clothing is comfortable and help justify the common complaints of Lululemons high prices. A finding from my survey showed that consumers of Lululemon often found Lululemon too expensive. Providing a clear and concise description of the materials used in Lululemon clothing can help change their discomfort with the prices. Testimonials from real and relatable people can help support these benefit claims. One statistic from my survey showed that Lululemon’s target audience wore Lululemon when working out and on days off. This survey data can be used to provide further proof that Lululemon’s workout clothing is versatile for working out and running

errands.