By: Renee Furla

Digital Marketing Strategy

lululemon athletica

Company Overview

• Company Theme: Athletic apparel

• Known for their high-performance, trade marked fabrics which boast comfort and sweat-wicking capabilities while staying fashionable and trendy

Target Market

1Yoga Practitioners and Runners

2Men and Women

3Income of $40,000+

Big Idea

1 • Fall is quickly approaching which means new styles and clothing are starting to make their way to the shelves at Lululemon

• Use social media and blog to help attract customers to summer clothing sales

Tools- I plan on using Google Analytics to determine if traffic has increased from these social media sites and advertisements

I would also compare the ROI from before I started my digital marketing strategy and after I started it

Tactics- Include social media sites such as: Instagram, Facebook and Twitter.

I also plan on using the Lulu blog and Google Ads to increase online traffic

Tools and Tactics

Dig

ital M

arke

ting

Stra

tegy

Budget? • $1 Million (1% of profits)

• Lululemon sells $1.6 billion in merchandise

Timeline? • July-September

• this is the time Lulu is trying to get rid of all summer items and bring in their fall collection

Media Coverage?• Social media, Online Advertising, Lululemon Website and

blog

Metrics of Success?• Increase of ROI, increase of customer engagement, increase

in sales, increase in traffic to Lulu website and blog

Lulu Website & Blog

Website-($300,000)• Attract traffic to the website• SEO strategy with keywords

and Google Adwords

Blog- ($100,000)• Weekly updates on sale

items• Loyalty program• Discount coupons

Lulu Facebook Page

Facebook Page: ($100,000)

• Helps promote the brand

• Good way to engage with customers and keep them updated

Lulu Twitter & Instagram

Twitter-($50,000)• Great way to connect with

customers

Instagram-($50,000)• Great way to connect with

customers• Promote new items that are on sale

• Lululemon’s is one of the top brands for athletic apparel

• Lululemon is a growing and successful company

• With these digital marketing strategies, there is no doubt in my mind that Lulu will see an increase in sales

Conclusion