Lululemon Essay

Brand Association:

Brand addiction or Compulsive Buying is one of the most critical ways in which consumers engage with brands. Brand addicts limit their consideration sets to their addictive brands and omit other brands from their consideration set. Individuals become single-minded and prejudiced in favor of the addictive brand, disregarding all other brands, focusing only on the addictive brands, and seeing no other brands as better, regardless of price differences. Lululemon creates a brand value by maintaining its primary focus on this. Addicts become focused on the brand to the extent that the brand which they love might not be the best brand, but customers will not accept the fact that it is not the best brand.

Lululemon retains its customers

by offering free events like yoga classes and running clubs. Each customer relates this experience to the brand, thus increase the loyalty towards it. The experience a customer gets from these events is new, refreshing, unique and different. This experience encourages and drags the customer to have the same kind of experience over and over making them addictive. Lululemon addicted consumers tend to think obsessively about obtaining everything produced by it, even if they do not need these items and would not be using them in the near future. Buying Lululemon products is provoked not by the need for the product but instead by the drive to acquire the items of the addictive brand.
Encouraging Women/Teens:
Women’s apparels have dominated the activewear market.

In the U.S., which is the world’s largest market for activewear, sales of feminine activewear totaled $15.1 billion in 2014, representing half of the U.S. activewear market (Zhou et al., 2017). To succeed in the competitive market Lululemon is focusing on designing marketing strategies that specifically address female customers. Women consider a variety of factors before using a sportings garment. Some of the factors include fashion and brand name. Women prefer the activewear designs that symbolize a modern way of living for active females. Lululemon is considering these factors and designing garments with new designs, latest

trends.
Online customers are impulsive, and Lululemon is taking advantage of their e-commerce platform to increase their sales and revenue. Lululemon is one of the first places that provided workout clothes that women can wear without any embarrassment. Compulsive Buying has been identified in 2% of the world population, and the majority is composed of women, medium social class – although this gender difference may be artifactual (Bighiu, 2015).
Scarcity Principle:
Items tend to have more value when are available in lesser quantity. This information is tremendously utilized by marketing and sales managers to increase their sales. They can harness the scarcity principle with the organizational equivalents of limited-time, limited-supply and one-of-a-kind offers.
Lululemon has developed an art of creating scarcity among its customers.

They manufacture a limited number of outfits and make them available only for a short time span. It trained its customers to grab the product before it is gone. This objective behind this is to make customers buy an item at full price rather than to look for a sale. Customers tend to buy the product at a higher price the fear of losing it. As a high-end brand, Lululemon provides unique products to its customers, and they intern does not want to wear what everyone is wearing. Lululemon return policy also favors this approach. Unlike most of the retailers, Lululemon does not provide returns on all of its products thus avoiding restocking of old

products.

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