Lululemon Brand Extension

brand extension

Nicole Guion, Adriana Rosario, Faith Devlin, Sydney Jones FASM 215-01

objective To launch a new product to increase profit and expand the company Product: Two types of shoes, one flip-flop style and one slip-on style

company overview Founded by Chip Wilson in Vancouver, Canada in 1998.

Yoga-inspired, technical athletic apparel company for women and men.

The first designs were made for women to wear during yoga.

Currently, lululemon designs for yoga, running, cycling, and training.

Lululemon works to provide people the right tools and resources in order to is to empower them to reach their full potential.

Quality, product, integrity, balance, entrepreneurship, greatness and fun are lululemon’s core values.

The use of fabric and technology are used in such a way where beauty doesn’t compromise comfort and support.

consumer profile

Demographic:

»» Young, professional woman age 24-40. »» Locations all over the world but primarily North America »» High Income

Psychographic:

»» Concerned with career and family, but still makes time for a healthy lifestyle. »» Well educated with a high income. »» Physically and mentally health conscious. »» Looking for fashionable workout attire that can also be wron in their everyday lives.

SWOT analysis Strengths:

Already well-established brand name.

Loyal customers.

Reputation for good products.

New technology that is proven to work.

Test out products and experimented with before they are finalized.

Cater to target customer well.

Strong research for what consumers want right now.

Weaknesses: Relatively high price point.

Only hitting a certain demographic. (medium-high income athleisure demo) Shoes will be expensive; people might not be willing to pay.

Products not diverse, limited styles to begin.

No established style/aesthetic for shoe line yet, finding something that will be recognizable and distinct to the Lululemon brand.

SWOT analysis Opportunities: Becoming more internationally known, really only popular in the North America.

New technologies with shoes (arch support, high-tech, comfort/cushioning) Getting more active in community, more group exercise classes to showcase new shoes.

Pair up with influencers on social media to show how the shoes are a part of a lifestyle, not just for exercising.

Threats:

Customers expecting the best technology, so getting that in an honest and price-sensitive way.

Establishing shoe line in comparison to all the big names (adidas, nike, vans, etc) Creating a new shoe that people are willing to pay for Creating a new shoe that is up to Lululemon standards, quality issues if they aren’t as developed as other products.

Backlash for going into footwear and not making sneakers for the customers who are more cardio/running-oriented.

main competitors Nike Under Armour Victoria’s Secret Adidas

the product

brand extension concept

2 pairs of shoes that are easy to wear and usable for everyday activity

the

NOW sandal

Flip-flop style Innovative technology for comfort and support Comfort, support & ease Perfect for wearing to yoga and going to and from exercise classes

the

Slip-on Casual, daily use Street style

LATER slip-on

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in store signage

email blast

from: Lululemon date: March 27, 2018 subject: SNEAK PEAK

THEY HAVE ARRIVED

NOW

&

LATER

Get anywhere and everywhere you need to go with our breakthrough shoes. Join us, at your closest Lululemon store and try out our new shoes!

This version of the email was sent to xyz@ymail.com Make sure this email goes to your inbox. Add EMAIL@WHATWELOVE.LULULEMON.COM to your address book.

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digital marketing webpage

window display

window display

social media strategy

We will feature the shoes on our Instagram page, using the hashtag, #NowandLater

sneak peaks Showing close-up, detailed shots of the shoes before they are actually released

th a nk

yo u !