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From founding to market value exceeding 40 billion US dollars
It only took 22 years
Lululemon was founded in 1998. It is a company inspired by yoga and creates high-tech sports equipment for modern people . It believes that "yoga is not only an exercise on the mat, but also a practice of life attitude and mindfulness philosophy." In simple terms, it means paying attention to your inner self, paying attention to the present, and perceiving and accepting your true thoughts without making any judgments.
It took Lululemon only 22 years from its founding to a market value of over $40 billion. You may not feel how great it is just by looking at these two numbers, but you will get it by comparing them. It took Adidas 68 years and Nike 46 years to reach this size, which shows how fast Lululemon has developed.
Lululemon's product innovation started with a "religious" culture, targeting women with high spending power, high education, aged 24-34, and a pursuit of healthy living as the brand's target consumers. A pair of yoga pants costs nearly 1,000 yuan and quickly becomes popular among high-spending women.
02
Actively deploy global mainstream social media
Marketing method successfully goes viral
Before the pandemic, Lululemon's most distinctive communities were concentrated in offline stores or member gatherings. When the pandemic began and people's offline activities were restricted, the role of its carefully managed social media homepage gradually became prominent, and the complete marketing model of "product outreach + lifestyle solidification" was successfully promoted online. In terms of social media layout, Lululemon actively deployed global mainstream social media:
No.1 Facebook
Lululemon has 2.98million followers on Facebook, and the account mainly posts product releases, store closing times, challenges such as the #globalrunningday Strava running race, sponsorship information, meditation tutorials, etc.
No.2 Youtube
Lululemon has 303,000 followers on YouTube, and the content posted by its account can be roughly divided into the following series:
One is "product reviews & hauls | lululemon", which mainly includes some bloggers' unboxing and comprehensive reviews of products;
One is "yoga, train, at home classes, meditation, run|lululemon", which mainly provides training and tutorials for different exercise programs - yoga, hip bridge, home exercise, meditation, and long-distance travel.
No.3 Instagram
Lululemon has accumulated more than 5 million followers on INS, and most of the posts published on the account are about its users or fans exercising in its products, as well as highlights of some competitions.
No.4 Tiktok
Lululemon has opened different matrix accounts on TikTok according to different account purposes. Its official account has the largest number of followers, currently accumulating 1,000,000 followers.
The videos released by Lululemon's official account are mainly divided into four categories: product introduction, creative short films, yoga and fitness science popularization, and community stories. At the same time, in order to adapt to the TikTok content environment, many trendy elements are added: duet split-screen co-production, green screen cutouts when explaining products, and the use of facial features to make the product the first person when the product is the main starting point.
Among them, the video with the highest like rate uses the oil painting that has been very popular on the Internet recently as the main framework. It uses a yoga mat as a skateboard, an oil painting shovel as a paintbrush, lululemon yoga pants as paint, and a top folded into a flower as embellishment. Through flash editing, it presents the appearance of the drawing board during the entire "painting" process.
The video is innovative in both subject matter and form, and is related to the product and brand, which has attracted the attention of many fans .
Influencer Marketing
Lululemon realized the importance of brand building in the early stages of its development. It built a team of KOLs to strengthen the promotion of its brand concept and thus establish long-term relationships with consumers.
The company's brand ambassadors include local yoga teachers, fitness coaches and sports experts in the community. Their influence enables Lululemon to find consumers who love yoga and beauty more quickly and accurately.
It is reported that as of 2021, Lululemon has 12 global ambassadors and 1,304 store ambassadors. Lululemon's ambassadors post product-related videos and pictures on mainstream international social media, further expanding the brand's voice on social media.
In addition, everyone must remember the red when the Canadian national team appeared at the Winter Olympics. In fact, that was a down jacket made by Lululemon. Lululemon also became popular on TikTok.
Lululemon launched a wave of marketing on TikTok. Athletes from the Canadian team posted their popular team uniforms on TikTok #teamcanada and added the hashtag #Lululemon#.
This video was posted by Canadian freestyle skier Elena GASKELL on her TikTok account. In the video, Elena and her teammates danced to the music wearing Lululemon uniforms.
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Finally, I want to say
Any brand that is well-known to the public is inseparable from in-depth insights into consumers and innovative marketing strategies.
In recent years, yoga wear brands have increasingly used social media platforms for marketing, and this trend has rapidly emerged around the world. Marketing through social media platforms helps expand brand awareness, attract target audiences, increase sales, and build a loyal customer base. In this competitive global market, social media marketing provides unique opportunities and brings many benefits to businesses.
With the development of social media and changes in user behavior, yoga wear sellers and companies need to continue to learn and adapt, and constantly innovate and optimize marketing strategies. At the same time, they should also make full use of the advantages and opportunities of social media platforms such as TikTok, Facebook, and Instagram, and establish a strong brand image, expand market share, and establish close connections with global users through careful planning and execution of social media marketing strategies.
Post time: Dec-26-2024
