Lululemon Social Media Marketing Plan

the fabric will not stretch out and the nylon provides coverage. (Lutz, “Here's What's So Special About Lululemon's 'Luon' Fabric”, 2013)

“Lululemon’s primary target customer is a “sophisticated and educated” woman who wants to pursue a healthy lifestyle. She is trying to balance the dual responsibilities of career and family, trying to balance work, life, and health.” (Dalavagas, “SWOT Analysis: lululemon athletica inc.”, 2016) Most of the women that make up the target market are in the age group of 25-34. The secondary target customer of the Lululemon product is the women in the age group of 18-24. (“Lululemon Social Media Marketing Plan”) The target market are those people that believe in the mission statement of Lululemon. “Lululemon’s

mission extends farther than apparel into educating its customers on being healthy in all aspects of their life. Lululemon states “we believe [our customer] pursues exercise to achieve physical fitness and inner peace”. These customers are loyal to the brand because of its mission, and feel inspired by the sense of community through Lululemon’s Facebook groups and blogs like “Lululemon Addict".” (Acarron, “Lululemon Athletica Retailer Profile”). The main target demographic for Lululemon is women with families, because children add to the woman's busy lifestyle. . the more kids they have, and the children add to the busy routines of their life. Another important demographic are non-whites because of their interest and the money they spend on sports apparel (Acarron, “Lululemon Athletica Retailer Profile”).
The Lululemon marketing team contributes greatly to their differential advantage.

"Lululemon was the first place that provided workout clothes that women weren't embarrassed to be seen in, they could even grab dinner after yoga if they wanted to.'' (http://www.businessinsider.com/lululemon-brainwashes-women-2012-4) This means that women will pay anything to boost their self-esteem and to impress others. One of Lululemon’s strategies that they used on their website was; "Friends are more important then money," shouldn't we spend all of our money on yoga gear?” (http://www.businessinsider.com/lululemon-brainwashes-women-2012-4) Is this the only reason that women will spend more on Lululemon’s apparel? Lululemon actually uses real women to market the active lifestyle and to make it seem more attractive. They hire “ambassadors” in each city where they have a retail establishment to head yoga classes in exchange for free clothing. Some of the stores even have these “ambassadors” doing yoga in the store windows. “This sends a message to young, female consumers that the brand is made for and embraced by them.” (https://www.huffingtonpost.com/2012/04/09/lululemon-workout-clothing-marketing-women_n_1412351.html) The Lululemon’s athleisure product is very pleasing to women's needs to make themselves better. So many women will pay more for the product. However, women buy the Lululemon brand because of the quality. Luon, the fabric used in tanks, pants and jackets is generally a

nylon/spandex blend and it’s a key part of Lululemon’s secret when manufacturing their athletic clothing. This material makes the clothing fit nicely and is soft to the touch. It makes a person want to pay more for a product that feels good on and fits “just right.” (https://medium.com/global-threads/luon-a-trademark-of-lululemon-1b2e2c74d0cc)