New Marketing Opportunity: lululemon becomes a Lifestyle Brand by

Adding Women’s FootwearKelsey Boole, Jenna Chamblee, Kristin Freeman, Langley Mills

FTM 385-001Y. Xu

April 14, 2015

lululemon ● lululemon is known as a

lifestyle brand offering athletic apparel to on-the-go, healthy, young women

● The lululemon brand is missing shoes (already have yoga mats, water bottles, socks, and apparel)

?

What is the opportunity?Brand Extension● Become a full lifestyle brand by

offering all the product needs to fulfill the lululemon lifestyle

● Offer a lightweight shoe that women can wear to-and-from yoga classes and even keep on during activity

● Offer a different, yet lightweight shoe that provides enough support for running

● Consumers could now be completely outfitted in the lululemon brand

Assessment of the opportunity● Targets women between the ages 18-34 who value healthy lifestyle● Consumer discretionary products● Customers have money to spend● Nike, Under Armour and Athleta are big competitors● Nike, Under Armour and Athleta use interesting and unique

marketing approaches that are highly effective

Further assessment● lululemon has opportunity to be very successful after a history of

bad media coverage● Time consuming● Expensive● Testing● Opportunity for men’s line as well

Interview of target consumers

Participants:● Alpha Delta Pi sorority members

● 5 target members: Aubrey Finley, Hope McIntosh, Emily Jasmin, Elena Andia, Maggie Irvin

● Ages: 19-21

Interview cont.● Would you buy/wear shoes from lululemon?

● How much money would you pay for a pair of lululemon shoes?

● Would you be more concerned with more comfort or style when

buying a pair of shoes?

● What activities would you perform while wearing such shoes?

● What brand name is your current favorite pair of shoes?

Interview Results

● Unanimously decided they would buy shoes● $80-$120 target price● Needs to incorporate style and comfort● Yoga, pilates, cycling, running, walking,

hiking● Nike, Asics, and Adidas were top

competitors

Strategic recommendation● Lululemon already has sponsored

half marathons and running events

● The company offers free yoga events and classes in their stores

● The existing lululemon events and classes can adapt to the new footwear offering to encompass free trial sessions of the shoes

● They could also offer events for free to only people who are using their footwear products

Strategic recommendation● Launch an IMC campaign called “lulu lifestyle”● Profile and post about current Lululemon ambassadors and

customers and how they use the company’s products in their everyday lives

● Specifically highlighting their Lululemon footwear use while running, walking, cycling, doing yoga, running errands, etc.

References● Alindogan, M. (2014, October 15). Size Matters: Lululemon And Athleta's Marketing Strategies.

Retrieved April 12, 2015, from http://www.neontommy.com/news/2014/10/size-matters-lululemon-and-althetas-strategy● Helliker, K. (2010, June 13). Lululemon Grows Fast on a Slim Budget. Retrieved October 16,

2014, from http://online.wsj.com/news/articles/SB10001424052748703960004575481890366935552?mod=wsj_share_twitter&mg=reno64-wsj&url=http://online.wsj.com/article/SB10001424052748703960004575481890366935552.html?mod=wsj_share_twitter

● Lululemon Athletica Retailer Profile. (n.d.). Retrieved April 12, 2015, fromhttps://storify.com/acarron/lululemon-athletica-s-history

● Nike Brand Strategy: Emotional Branding using the Story of Heroism. (2013, February 18).Retrieved April 12, 2015, fromhttp://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-the-story-of-heroism/

● Overview: Lululemon's Target Market And Product Assortment. (n.d.). Retrieved April 12, 2015,fromhttp://finance.yahoo.com/news/overview-lululemon-target-market-product-193745711.html

● Soni, P. (2014, December 15). Overview: Lululemon's Target Market And Product Assortment.Retrieved April 12, 2015, fromhttp://finance.yahoo.com/news/overview-lululemon-target-market-product-193745711.html

● Wexler, E. (2012, September 28). Brands of the Year: Lululemon takes local to the next level.Retrieved October 15, 2014, from http://strategyonline.ca/2012/09/28/brands-of-the-ye

● Yoga clothes & running gear for sweaty workouts. (n.d.). Retrieved April 12, 2015, fromhttp://www.lululemon.com