As we know that, Lululemon company do not have themself factory till now. And the all lululemon leggings are produced from Chinese OEM factory. But, the lululemon is the most expensive and famous women's leggings brand on the all over the world.
Sheveve will share these information on the following.
Without setting up a media department, without advertising, and without celebrity endorsements, how did the lululemon brand achieve this?
"Middle-class" standard workout brand?
When sports have gradually become an important part of people's lives and Athleisure is becoming more and more popular, yoga clothes are still in the stage of cotton and polyester blended fabrics. Not only is the design of clothing poor, but also sweating is a problem.
Founder Chip Wilson is keenly aware of the changes in the market and the potential needs of yoga trainers.
Later, in order to increase the fashion sense and practicality of yoga clothes, unique designs such as "secret pocket", "night flash" and "reversible wear" were added.
In addition, in order to ensure that the sleeves do not move up during exercise, all long-sleeved workout clothes are designed with thumb holes.
In 2016, lululemon entered the Chinese market.
The yoga pants with an average price of RMB 850 did not discourage Chinese consumers, but helped it lock in the customer base.
Compared with ultra-high-end clothing, the price of lululemon leggings is relatively low, and lululemon has seized this middle market. The competition for consumption upgrades is essentially a competition in the mid-end market.
The data shows that lululemon's customers are usually between 24-36 years old and have a high level of education. These girls who pursue quality and have a positive attitude towards life are called "super girls".
Super girls like to keep up with trends, which is one of the reasons why they choose lululemon.
As a workout clothes retail company, it can achieve brand increment under the containment of many sports shoes and clothing retail giants such as Adidas and Nike, and then break through successfully, and it is also inseparable from the marketing model of lululemon.
Innovative brand marketing model
(ps: Qu Moumou, the spokesperson I found before, is also involved in a scandal).
Cities such as Beijing and Shanghai have held offline theme activities. Consumers in 45 stores across the country, wearing lululemon yoga clothes, started a super sports party with thousands of people sweating.
Such an uncharacteristic marketing approach has greatly enhanced the brand image and subtly changed people's way of life.
It can also reach potential consumers deeply, gain insight into their consumption habits and living habits, and collect consumer feedback to continuously improve products.
With the expansion of the product line, lululemon's free courses have also expanded from yoga to Pilates, SALSA dance and other sports.
On the surface, lululemon does not do much effect advertising, but in fact it conducts a kind of "soft marketing" in the process of operation
Each store then relies on brand ambassadors to "penetrate human flesh" to surrounding yoga venues and sports and fitness venues.
lululemon partners with well-known yoga and fitness trainers and invites them to endorsements by offering free replacements such as free clothing.
Through the planting of waist KOLs and long-tailed KOCs in these vertical fields, lululemon has grown explosively and accumulated a huge fan base.
The brand and yoga culture fit perfectly, implanting the idea that everyone who does yoga should have a lululemon in their hearts.
Although soft marketing seems to be working, how does lululemon attract such a large amount of traffic without advertising or seeking celebrity endorsements?
Instead, it creates a new connection through "offline community + community communication", and through the "Brand Ambassador Program", it is committed to cultivating community fitness influencers and sports experts, building a high-quality KOL team, and using the word-of-mouth influence of professionals consumer.
From white-collar workers and housewives to celebrities and KOLs, lululemon has accumulated a large number of loyal fans, turning its best consumers into promoters, allowing them to participate in product design and provide product feedback.
Through the strong relationship of KOL marketing, we can plant grass on online community platforms such as Xiaohongshu, introduce course activities, and provide guidance on how to wear and match, so that more people can experience lululemon's products and culture, and attract traffic to offline stores. .