by Stacy Bick, Management
Supervisor
lululemon is probably my favorite brand
ever! Figures...since I am a yogi and a runner (and honored to be a
legitimate ambassador of the brand). However, being fascinated with
marketing, lululemon has been an interesting case study for me and
one I wanted to share.
Although they do very limited
"advertising", I am always impressed by their creativity and wit.
They are not afraid to take a risk. They know EXACTLY who their
target is and have an innate ability to speak to them with limited
copy. The ads always seem to get a chuckle out of me and have me
running to the nearest shop to purchase some new, unnecessary gear.
But, if I look at lululemon as a client rather than as a customers
- WOW! They just get it!!!
Lululemon's strength lies in intimately
understanding their customers (which they call guests) and rigorous
quality control. Their strategy is integrated into every touchpoint
of the business - both internal and externally. The culture of the
company preaches the overall essence of the brand. Lululemon is a
company that lives our BASE process and is constantly evaluating
and adjusting. They have their finger on the pulse at all times.
They have mastered a business and marketing formula that has
yielded amazing results. The
first store opened in 1998 as of 2008 there were over
50 stores. And in 2011 alone, they are projected to launch 30
stores. If you take a look at the growth of their stock over the past three years, you
can see that their strategy and marketing efforts are definitely
working!
I am in awe of lululemon...and not just
because I am a loyal and passionate customer.
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