Lululemon Athletica MESS Agency: Melissa Jewkes, Eryn Brinitzer, Stephanie Aiello, and Skylar Singer
Brand History • Founded in 1998 by Chip Wilson • 2001 started selling “yoga inspired” athletic apparel • CEO is Laurent Potdevin
Mission Statement Creating components for people to live longer, healthier, fun lives.
Company Logistics • 354 locations • U.S. and Canada • Men’s store in New York • 2,861 employees
Sales • Publicly traded company • $2.9 billion net worth • Online sales: $401.5 million (2015)
Competition • Nike • Under Armour • Beyond Yoga
Products Athletic apparel for yoga, running, dancing, and other sweaty pursuits • • • • •
Yoga leggings, sweats, and shorts Athletic tops Sports bras Yoga mats Athletic accessories
SWOT Analysis
• Strengths: innovative products, great brand loyalty, high profit margins, vertical retail strategy. • Weaknesses: lack of public advertising, lack of marketing, store control, few retail outlets • Opportunities: expansion of menswear, street wear, and business wear • Threats: strong competitors, small market size, economic conditions.
Positioning Statement Lululemon is a brand that fosters the athlete in everyone
Sweat. Work. Live. Campaign
Current Target Audience • • • • • •
Women Middle/Upper class Aged 25-45 Active, on the go American and Canadian Bachelor’s degree
New Target Audience • • • • • •
In addition to women… Men Aged 25-45 Middle/Upper class Active individuals Bachelor’s degree American and Canadian
Strategic Plan • Increase male interest and sales • Open 60 new stores (8 in Asia and Europe) • Increase revenue to $2.5 million
Media Plan Flowchart
Rory Mcllroy • PGA golfer • 12 month contract • Wear Lululemon at every televised event, interview, tournament
Kevin Durant • 12 month contract • Post on personal social media • Wear Lululemon during practices and interviews
Men’s Lululemon App • • • •
Free Run tracker Record workouts and nutrition Recommended products
Social Media
Lululemon Sweatfest • • • • • • • • •
Santa Monica Boardwalk Fitness competitions Fitness classes Prize giveaways Open bar DJ and dancing Food Trucks Pop up shops Local fitness deals
Print Ads
• January-March 2017 • Digital Version
• Post on Lululemon social media • Every two weeks for two months
• Air every other week for four weeks • Beginning January 2, 2017 • 7 am and 9pm
Sweat. Work. Live.