Lululemon Athletica, Inc.

Veronica Ward

Full Sail University

Entertainment Business

Author Note

This paper was prepared for Principles of Digital Marketing, a requirement in the Entertainment

Business program Full Sail University, in Winter Park, Florida.

DIGITAL MARKETING PLAN

Digital Marketing Plan......................................................................................................................2

1. Introduction..............................................................................................................................3

2. Executive Summary.................................................................................................................3

3. Organization Vision, Mission& Values.....................................................................................4

4. Marketing Vision & Mission......................................................................................................5

5. Situation Analysis.....................................................................................................................6

6. Organisation& Marketing Objectives......................................................................................13

7. Strategy..................................................................................................................................17

8. Tactics....................................................................................................................................18

9. Activity Plan............................................................................................................................19

10. Control and Evaluation......................................................................................................22

11. Appendix...........................................................................................................................22

12. Find Out More...................................................................................................................23

PAGE 2

1. INTRODUCTION

Lululemon athletica Inc., while known for its trendsetting and stylish yoga apparel, has been

criticized in the past as being overpriced, faddish, and elitist. In order to continue the growth the

company has experienced in the past 20 years, and to protect its’ status as a market leader, new

marketing strategies must be implemented in order to brand the company as more inclusive and

friendly to a wider audience.

2. EXECUTIVE SUMMARY

CURRENT POSITION

Lululemon athletica was founded in 1998 in Vancouver, British Columbia by Chip Wilson. Wilson

designed the original Lululemon as a design studio that functioned as a yoga studio on off hours,

but transitioned into a standalone store in 2000. Eventually the store began selling yoga wear,

and this continues to this day. Lululemon sells many different products, but all relate back to the

core of the company’s mission, which is to support yoga enthusiasts with technical gear that is

also stylish and flattering.

Lululemon’s main marketing tactic is to utilize guerilla marketing to generate word of mouth

popularity. Local yoga instructors serve as community “ambassadors”, who recommend the

products to students, who in turn become customers of the brand. Furthermore, the yoga student

now believes they are a part of the wider yoga community, and will carry this into her life and

recommend the product to others.

KEY ISSUES

In recent years, however, the company has been plagued with bad press, criticism, and

scandals. In 2013, longtime CEO Christine Day resigned from her post amid the fallout of a major

quality issue with a flagship product, their black leggings. The leggings proved to be see-through

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when consumers bent over, causing much embarrassment for the wearer. The company’s

subsequent CEO, Laurent Potdevin, resigned in early 2018 amid reports of “misconduct” taking

place during his employment at the company, another blow to the company’s perception in the

public eye.

Beyond Lululemon’s management woes, the company has created a brand that can be seen as

cultish or elitist. Fans of the brand collect products, and often trade or sell them to others in

private Facebook groups or resale sites such as Poshmark. The price of entry into the brand is

high—leggings start at $98 USD, which is often out of the budget for many Americans, especially

mothers and younger women who may be just starting their careers. The high price of many of

Lululemon’s items is another way the secondary resale market of its products stays alive, as

many resort to buying used Lululemon clothes because they aren’t able to afford brand new

items.

In an effort to introduce new buyers to the brand, and to make Lululemon more accessible to

different demographics, I’ve designed two major campaigns for the brand to showcase. The first,

lulurewards, incentivizes repeat purchases by rewarding customers with points at every

purchase, which, once a certain amount is collected, can be redeemed for store credit or free

gifts. The points can be gained in store and online, and redeemed however the customer

chooses.

The second campaign, lulurenew, capitalizes on the popularity of Lululemon resale and trading

groups by creating an official resale portal within the Lululemon website. Customers can sell their

gently-used yoga wear to others for store credit or a (lesser) cash value. Because the portal is

run and regulated by Lululemon itself, it is a safe and secure way to purchase and sell items and

share their love for the brand with others. Moreover, it allows customers who would normally

never browse the product due to its high price the opportunity to begin a relationship with the

brand.

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Both campaigns will rely heavily on digital marketing—lulurewards through banner ads and video

in a variety of platforms, and lulurenew through influencer marketing on Instagram, Facebook,

and YouTube.

3. ORGANIZATION VISION, MISSION & VALUES

MISSION

Lululemon utilizes a visual “manifesto” to outline its’ main company missions. The main missions

highlight the importance of personal happiness, mindfulness, physical and mental health, all of

which are fostered by the company’s products and ethos.

VISION

According to their website, Lululemon’s vision is to create a community hub where people can

learn and discuss the physical aspects of healthy living mindfulness and living a life of possibility.

It was also important for the company to create real relationships with their guests and

understand what they were passionate about in order to help them celebrate their goals.

VALUES

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Says the company, “Our core values of quality, product, integrity, balance, entrepreneurship,

greatness and fun are lived by our people every day and are at the heart of our unique company

culture.” The following values represent the brand’s staff and brand identity.

People Brand

Relatable

Aspirational

Authentic

Athletic

Creative

Effortless

Healthy

Versatile

Quality

4. MARKETING VISION & MISSION

MISSION

The mission of this project is to create new communities for Lululemon customers that foster a

love for fitness, yoga, and becoming your best self. By becoming a member of Lululemon’s wide

community our guests will learn to live their lives to the fullest, set goals, and surpass their own

expectations. In order to do this we will create campaigns that empower the customer to engage

with the brand in new and exciting ways.

VISION

The vision for this marketing plan is to create new portals through which Lululemon customers

can interact more easily with the brand, and create habits that lead the customer back to the

store for rewards and to collect the latest products.

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5. SITUATION ANALYSIS

EXTERNAL ENVIROMENTAL ANALYSIS

Lululemon is placed in a competitive market with trends and issues that are rapidly changing.

While previously the company has been able to rise above PR challenges and avoid engaging in

political issues, the only way to prevent their luck on this issue running out is to gain even more

dedicated followers and create an ethical, progressive, inclusive brand that embraces multiple

target demographics.

Factor What’s Happening Impact Term Options

Moving

Forward

Social Lululemon’s cache

as a luxury

athleisure brand is

rising and is being

worn by more

celebrities and

influencers, beyond

the yoga teachers

who wore the brand

at the start.

This may make its

products seem

inaccessible to regular

consumers and drive

them away from the

brand.

This has

been

happening

in the last

10 years,

as the

brand has

gained

more

exposure.

Use digital

marketing to

expand the

perception of

Lululemon as a

relatable brand

anyone can

wear.

Technological Lululemon sells

primarily in brick and

mortar stores, but

does offer its

products on its

website, and, more

Products being resold

are a secondary

market for sales.

Long-term Create system

or ability for

resale in order

to foster entry

into the brand

for people who

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and more, on resale

outlets, due to the

high price of the

product.

would normally

not spend this

much on

workout

clothing.

Economic Large corporation

with hundreds of

millions in revenue

in 2017.

Though our marketing

budget is high, more

needs to be spend in

digital marketing,

especially on social

media.

Short and

longterm

Harness power

of social media

to influence and

gain new

customers

Families are

strained financially.

The product is high

quality and will last a

long time, which makes

it a better value in the

long-term.

Longterm Partner with

influencers to

communicate

value of higher

quality clothing

Environment Lululemon has

several initiatives

aimed at reducing

their carbon footprint

and increasing

sustainability.

Helps environment, but

also creates a positive

image for customers

Longterm Market these

initiatives to

show

customers that

their purchases

support the

environment.

Political Former CEO felt that

Lululemon was

“immune to the

Have to realize that US

political market does

effect sales since our

Longterm Monitor activity

and decide how

being neutral

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political landscape”

because company is

Canadian

consumers are largely

American

will affect

image

Trump

administration may

implement tariffs

against Canadian

companies

Tax and tariffs may

effect earning and our

marketing budget.

Short and

longterm

Monitor activity,

push for no

tariffs

Legal No major legal

issues at the

moment but patents

and intellectual

property are always

a factor

Not securing a patent

for products may cause

another brand to profit

off of our idea

Longterm Monitor activity

Ethical Lululemon does not

want to be seen as

an unethical brand

and takes steps to

communicate this.

Transparency and

ethics are very relevant

in today’s culture.

Longterm Continue to be

transparent

about values

and practices

CURRENT TARGET MARKETS

Lululemon targets primarily millennial buyers and serious yoga enthusiasts. Millennials are the

largest generation since the Baby Boom and spend 1.4 trillion annually—or 30% of all retail sales

in the United States alone. They value personal and influenced marketing, and prefer to shop

based on recommendations from people they trust (including bloggers, celebrities, and

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YouTubers) rather than be marketed to directly. Millennials use social media extensively to see

what the latest trends are and will often purchase based on what they see others wearing or

doing. They are mobile-natives and require anything they do to be accessible by cell phone or

tablet.

Another valuable market for Lululemon are the athletes and yogis that make up the main image

for the brand. These consumers are looking for serious technical gear that will stand up to

multiple uses per day and last over time. For many of these buyers, the work in the fitness

industry and therefore wear athletic clothing for most of the day and week—it’s their “uniform” so

it has to not only be comfortable and attractive but also high quality. Because they use these

goods for their work, they are willing to spend more and become loyal to the brand if the product

proves its worth. They will also recommend items to their students and friends.

Millennials Yogis

College aged or educated millennials Ages 18 and up

Women 18-35 Participate or teach yoga classes

Live an active lifestyle May or may not use social media

Have interest in the latest trends in fashion

and technology

Need quality clothes to participate in their

hobby

CURRENT AUDIENCES

- College-aged women

- Recent graduates

- Yoga teachers

- Yoga students

- Personal trainers

- Young mothers

CUSTOMER TOUCH POINTS

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Touch Point Department Does it meet their

expectation/need?

Competitive

Edge

Website Marketing Has e-commerce portal

Has information on

corporation and policies

Provides education and

inspiration

Could have more

lifestyle content

Facebook Marketing Has chatbot for easy info

Has team of customer reps

monitoring comments

Showcases new and unique

product

Could use more

video.

Instagram Marketing Showcases new and unique

product

Has lifestyle content

Has video content

Could have shop

integration to

buy from app.

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COMPETITION

Who are they? Brand Marketing Mix Potential competitive

advantage on us

Outdoo

r Voices

Yoga and

workout gear

retailer,

founded in

2013.

Similar model

to Lululemon,

but less geared

towards yoga

and more

towards

general fitness

wear. More

democratic

feel, less

“elitist”.

Product-

Fitness pants,

tops, outerwear,

swimwear

Price- Slightly

less expensive,

but not as many

styles and

variations as us.

Placement-

Promotes

extensively on

social media

and online—not

much on

television or

radio.

Promotion-

offers sales

throughout the

year and a

rolling $20 off of

first purchase.

Recently had

40% sale to

Cost is lower for a very

similar product with a

comparable reputation.

Very trendy right now due

to the brand’s focus on

inclusivity and its laid-

back branding.

Less focus on brick and

mortar retail (only 8

stores) keeps costs low.

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compete with

Amazon’s Prime

Day.

Major

retailers

Major retailers-

Target, Wal-

mart, Old Navy,

Gap, etc.

Very accessible

and affordable.

Clothes for

everyone at low

prices.

Product- all sort

of clothes for all

ages, genders,

sizes, etc.

Price- Much

lower cost than

Lululemon, even

at regular price.

Placement- all

platforms—

social media,

internet, radio,

tv, print.

Promotion-

Regular sales,

especially at

holidays. Deep

discounts on

products to

make room for

new seasonal

items.

Larger budget for

marketing.

Bigger reach and more

locations for easier

access.

Ability to constantly add

new items and update

product based on trends.

Alo

Yoga

Founded in

2007, makes

technical yoga

tops, bottoms

and

Similar to

Lululemon—

luxury,

technical yoga

wear. Focused

Product- luxury

yoga leggings

and tops.

Price- almost

exact price point

Very similar branding and

price point which could

cause confusion.

Has more clout with

celebrities and

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accessories. solely on yoga

and not other

areas of

fitness. Trend-

forward and

loved by

celebrities.

as Lululemon.

Placement-

focuses on

social media

and web

marketing

instead of

traditional

platforms.

Target towards

serious yogis.

Promotion- Has

a sale section

on the website

but no closeout

or deep

seasonal sales.

professional yogis.

INTERNAL ENVIRONMENTAL ANALYSIS

What follows is an internal analysis of Lululemon’s current state.

Element Where you are now Where you want to

be

The gaps

Strategy Internationally-know

brand and flagship for

technical yoga gear.

Seen as top of the line

clothing for yoga and

athletic training.

Expand globally

throughout the world.

Need more

infrastructure,

higher brand

awareness, more

funding for

international brick

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and mortar stores.

Structure E-commerce sales and

several brick-and-mortar

stores throughout the

United States and

Canada.

Flagship stores in

major cities across

the globe; multiple

locations in larger

North American

markets.

Continue to grow

brand popularity

and gain loyal

customers in order

to justify expanding

physical locations

Systems Sophisticated POS and

e-commerce systems to

complete and track

sales

Continue to innovate

and stay on edge of

retail systems

technology

Review POS and

e-commerce

systems to make

sure we are using

top-of-line

technology

Style Stylish, luxurious, high-

quality, flattering,

technical

Highest-quality yoga

wear in market,

trusted brand for

athletic gear.

Continue to

innovate materials

and styles,

maintain trend-

leader status

Staff Large staff ranging from

retail associates,

managers,

merchandisers,

designers, and

marketers to high-level

executive level creative

and art directors.

Maintain level of

talent and innovation

from current staff,

avoid HR issues that

cause damage to

public image.

Continue to hire

and promote from

within in order to

protect company

values and mission

Skills High-tech materials,

sleek and stylish

designs

Continue to research

and develop new

materials to foster

highest performance

Expand

partnerships with

suppliers who are

creating never

PAGE 15

before used

materials

Shared Values Authentic, Healthy,

Mindful

Continue projecting

shared values and

encouraging

evolution of

manifesto

Promote

community aspects

of brand

INTERNAL RELATIONSHIPS

Lululemon’s current departments work together to produce and market their product in the

following ways:

Department Emphasis Marketing Emphasis Relationship/Link

Sales Sales in both e-

commerce and

physical stores

Repeat customers and

brand loyalty

Called “Educators” in store,

which communicates value

of their knowledge and

information they give to

buyers

Design Creating new trends

utilizing new and

unique materials

Cutting edge technology

and style

Lululemon’s clothing must

be high quality technical

gear over anything, but is

also stylish

Marketing Communicating

brand mission and

values while

encouraging new

buyers and

established fans to

complete sales.

General marketing and

brand communication

Good, responsible

marketing begets happy

repeat buyers.

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GENERAL SWOT ANALYSIS

While Lululemon is a powerhouse brand already, in its current state there are still multiple

opportunities for expansion and revision of strategies and tactics.

Strengths

- Already known as high-quality, trendy brand

- Has high level of name recognition

- Products are known to be quality and made from the best materials

- Website and social media are well-developed and feature may points of interest

- Stores are resources for the public and are staffed by knowledgeable educators

and ambassadors

Weaknesses

- Public image has suffered in recent years due to scandals

- Products are priced high which prevents new customers from trying brand or

becoming loyal

- Products with high-tech materials require more testing

- Secondary resale market is stealing revenue and customers that could be in

stores

- Website and social media display mainly fit and athletic models, which in these

times is seen as less inclusive

Opportunities

- Utilize digital marketing to launch lulurewards and lulurenew worldwide and

promote new facets of brand

- Expand influencer marketing to illustrate how product is being used in context of

new campaigns.

Threats

PAGE 17

- Number of similar competitors in market increasing

- Potential for US tariffs on Canadian products may raise prices over already high-price

- Criticism of management and quality issues may continue to erode brand perception

ASSUMPTIONS

These assumptions are made based on general knowledge of the yoga, retail, and athletic

industries based on previous knowledge.

1. High priced apparel is not “worth it” to many because it does not last a long time.

2. Investing in athletic wear is a priority only to those who know they have long-term fitness

goals or habits they can maintain

3. Lululemon will be more successful in the long-run if they abandon the previous luxury-

minded marketing of the past and move into a more inclusive, egalitarian space.

6. ORGANISATION& MARKETING OBJECTIVES

Lululemon would benefit from setting the following goals for the next 5 years both organizational

and marketing-wise. These goals are broken into short-term and long-term categories for ease of

organization.

SHORT TERM (1 – 3 YEARS)

Tactic Objective Strategy

Organizational 2018-2020

(Over 3 years)

1. Increase sales by 25%

each year.

2. Create rewards program

for frequent shoppers

3. Create resale network

for used goods

1. Increase community events and

sales

2. Use rewards and resale to entice

more people to shop more

frequently.

PAGE 18

Organizational 2020-2022 1. Increase sales by 25%

each year.

2. Increase rewards

members by 50% each year.

3. $100,000 in goods resold

each year

1. Continue expanding stores

throughout US

2. Create members-only offers to

encourage sales

3. Offer discounts on purchases to

Lululemon resellers.

Marketing 2017-2019

(Over 3 years)

1. Focus on launching

more digital marketing

campaigns.

2. Gain 1 million additional

Facebook likes in next 3

years.

3. Gain 1 million additional

Instagram followers in

next 3 years.

1. Create more content for IG Stories

with community ambassadors and

yogis.

2. Connect with FB reseller groups

and provide direct response and

visibility on FB.

Marketing 2020-2022 1. Gain 1 million unique

website impressions per

year

2. Increase international

website visits by 30%

each year for three years

1. Begin transitioning marketing

focus from being solely for yoga to

more of a lifestyle clothing brand.

2. Expand marketing offerings to

new regions outside of the U.S.

Marketing Mix Objective Strategy

Product: Lululemon

athletica clothing.

1. Sales increase of 40% year

over year.

1. Increase digital brand campaigns,

namely on platforms like Instagram

and with bloggers.

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Place- Online at

Lululemon.com

1. Increase e-commerce sales

by 40% in next 3 years.

1. Create resale site within Lululemon to

allow wearers to resell used clothing to

others for a small cut. Credit can be

used on discounted clothing on main

e-commerce store.

Price: $50-100 1. Cut price of best sellers by

10%.

1. Find factories and materials that will

allow us to create quality product at

lower price.

Promotion- rewards

program.

1. Shoppers who join rewards

program will get discounts

for making a certain number

of purchases, and perks/gifts

for reaching spending levels

throughout year

1. Signups in store and online. Promote

perks on social media and with

bloggers and influencers.

People- new customers—

ones not interested in yoga,

or not used to luxury brands

1. Gain new customers by

prioritizing resale,

community, and rewards

portions of brand

1. Use social media channels to

communicate benefits of product and

opportunities to save money by

shopping at Lululemon (rewards,

resale)

LONG TERM (5 YEARS PLUS)

Tactic Objective Strategy

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Organizational 2022-2024

(Over 3 years)

1. Increase sales by

50% over 2 years.

2. Double value of

company from 2018

value.

1. Continue expanding stores

throughout US

2. Create members-only offers to

encourage sales

3. Offer discounts on purchases to

Lululemon resellers.

Marketing 2022-2024

(Over 3 years)

4. Focus on launching

more digital marketing

campaigns.

5. Gain 3 million additional

Facebook likes in next 3

years.

6. Gain 3 million additional

Instagram followers in

next 3 years.

3. Create more content for IG Stories

with community ambassadors and

yogis.

4. Continue to provide direct response

and visibility on FB.

Marketing Mix Objective Strategy

Product: Lululemon

athletica clothing.

2. Sales increase of 40% year

over year.

2. Increase digital brand campaigns,

namely on platforms like Instagram and

with bloggers.

Place- Online at

Lululemon.com

2. Increase e-commerce sales

by 40% in next 3 years.

2. Create resale site within Lululemon to

allow wearers to resell used clothing to

others for a small cut. Credit can be

used on discounted clothing on main e-

commerce store.

Price: $50-100 2. Cut price of best sellers by

10%.

2. Find factories and materials that will

allow us to create quality product at

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lower price.

Promotion- rewards

program.

2. Shoppers who join rewards

program will get discounts

for making a certain number

of purchases, and

perks/gifts for reaching

spending levels throughout

year

2. Signups in store and online. Promote

perks on social media and with bloggers

and influencers.

People- new customers—

ones not interested in

yoga, or not used to luxury

brands

2. Gain new customers by

prioritizing resale,

community, and rewards

portions of brand

2. Use social media channels to

communicate benefits of product and

opportunities to save money by

shopping at Lululemon (rewards,

resale)

7. STRATEGY

In order to achieve the above objectives, our marketing team has settled on two new campaign

initiatives that will lure new buyers to the brand and expand the way our current customers can

experience our products.

LULUREWARDS

lulurewards is a customer loyalty and appreciation program that can be utilized in-store and

online. By registering on the website or at a register (whether or not the customer makes a

purchase), the customer creates an account that will tabulate all transactions within the brand

properties and assign points to the dollar value of their total. All new signups will receive a

special discount code that can be utilized on their next purchase to gain their first points. Once

customers reach a certain threshold of points, they unlock eligibility for a free gift or a credit

towards a future purpose. This empowers the consumer to either make purchases in order to

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receive the free gifts, utilize small credits as they become available, or save their points for a

larger purchase down the line.

By using a rewards program, consumers are more likely to return to the store, and since

Lululemon’s products are higher priced than competitors, it doesn’t take much to reach a rewards

threshold after only two or three purchases. This allows buyers to budget points for higher ticket

items, opening the market up for our target audiences, mothers and college-aged women, to

shop without worrying about their budgets.

LULURENEW

Our second proposed campaign, lulurenew is a fully-functional public resale outlet housed on the

Lululemon.com website that allows Lululemon fans and customers to sell their gently-used

Lululemon gear. Sellers can list items for sale to the public and after approval and pricing by

lulurenew moderators, can interact with others looking to buy secondhand Lululemon clothing.

Once a sale is agreed on and the buyer has paid through the secure portal, the seller can either

accept a store credit for the value of the sale that can be used on the resale website or in the

main stores, or cash out their earnings securely to a PayPal account or by having a check mailed

to them.

Utilizing this portal allows those who have previously not had the ability to enter as a customer

due to finances the opportunity purchase high-quality gear at a steep discount. It also allows

diehard fans of the brand to continue to collect without hoarding previous products without

wearing then. More importantly, it allows buyers to participate in the community and the

manifesto that Lululemon has worked to foster over the past 20 years, which will result in growing

name recognition and word of mouth marketing.

8. TACTICS

RESOURCES

PAGE 23

The following positions at Lululemon athletica Inc. are of paramount importance to the success of

our two proposed campaigns, and significant resources should be devoted towards making sure

these positions are hired and maintained as a priority.

Title Occupant Responsibilities

Marketing Manager Oversees all marketing

promotions and general

strategy for company

-Planning/Strategy/Tactical

- creative ideas, media

buying, pr.

Social Media Manager Should have extensive

knowledge of all social

media platforms and how

they connect with customers

Oversees all social media

postings. Helps Marketing

Manager produce digital

campaigns.

Community Ambassadors Works in store/on social

media

Promotes lifestyle portions of

brand, hosts events in store,

posts on social media

Store Managers Should be experts on

product and customer

service and able to answer

any questions thrown at

them.

Maintains relationships with

in-store customers, creating

a personal, friendly feel.

Runs and promotes events to

local shoppers.

BUDGET

The above campaigns will require a significant marketing budget in order to promote and educate

the public about the benefits of our initiatives. Specific figures are detailed below.

Annual costs Annum Quarter Month

Instagram ads (PPC ~ $1) $500,000  $125,000 $31,250

Facebook Ads (PPC ~$.27) $500,000  $125,000 $31,250

Sub Total $1,000,000  $250,000 $62,500

One Off

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Website tweaks and updates in order to

design and maintain rewards and renew

platform

$4,000,000

Grand Total $5,000,000

9. ACTIVITY PLAN

Below is a detailed breakdown of specific actions required for both new Lululemon campaigns.

Campaign Line of

business

Strategy

lulurewards Program New &

Current

Goals

- The Goal is to get over the course of 3

months, gain 10,000 lulurewards

members.

Target

- Any customer who makes a purchase

either online or in-store.

Key messages

- Every time you make a purchase you

earn points, which can be redeemed for

discounts or free items in the future.

Spend enough and get promoted to the

Gold level, which gets you more points

per purchase.

Placement

- Social media- use Instagram and

Facebook to advertise the signup page.

Prominent placement on website. Signs

in stores and train staff to sell signups

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(free) while purchasing. Hire influencers

to review program and rewards.

Evaluate

- Total memberships (10,000 goal)

lulurenew Program New &

Current

Goals

- The Goal is to get over the course of 1

year, $100,000 in goods resold through

the Resale program.

Target

- Current and future customers—and

those who are just looking for a bargain

and wouldn’t normally shop the brand.

Key messages

- List your gently-worn lulu products on

the resale portal for others to buy. Use

your profits as a store credit (higher

value) or cash it out for money.

Placement

- Use Social Media- FB & Instagram to

announce the event and have

influencers pilot the program by

highlighting their listings. Target

members of FB resale groups on FB

with ads.

Evaluate

- Total listings and transactions.

- Value of goods sold.

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DISPLAY ADVERTISING

Beyond the in-house advertising displayed on the Lululemon website, display advertising will

focus on Google and ad space on influencer blogs that are known to drive traffic to athletic wear

brands.

Placement Target Actions

Google Ad Women Aged 18-35. Larger

cities such as NYC, Atlanta,

Boston, Chicago and Los

Angeles

Target searches for yoga,

workout clothes, athleisure,

leggings, sports bra, and

competitor searches like

athleta and alo.

Blogger Ads Buy ad space on several

fashion and fitness blogs

such as Om & the City and

The Balanced Blonde.

Ads contain exclusive

coupon code for 20% off first

purchase (with rewards sign

up)

SOCIAL MEDIA

Because Millennial women are our most important target market, we have prioritized social

media marketing over traditional methods in order to meet the target where they are. Below is a

table that outlines how we will leverage the following platforms in order to reach as much of our

target market as possible.

Tool Target Actions

Facebook Women Aged 18-35.

Mothers, yoga teachers

-Revamp main page

-Begin posting guides to

reward program

-Begin posting tutorials on

resale portal

-Reach out to resale private

groups to gain buy-in and

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offer exclusive discounts

Instagram Women ages 18-35.

Targeted to followers of

popular yoga and fashion

bloggers such as

@somethingnavy,

@acroyoga, @yoga_girl,

@weworewhat

-Begin leveraging IGTV by

posting hour-long free yoga

classes with community

ambassadors

-Create interactive photos

with shop links

-Boost posts with new

arrivals and include discount

code for 20% off first

purchase (with rewards sign

up)

EMAIL MARKETING

These are the current suggested timings and frequency of lululemon’s emails.

Emails Timing Frequency

New Arrivals email Send out on Fridays Monthly

Promo emails – alert users of

offers, new updates to

rewards and resale programs,

lifestyle content

Monday mornings Weekly

Sale emails – holidays,

clearance, extra rewards

points days

Send at least every 6 weeks Periodically based on sale

schedule

10.CONTROL AND EVALUATION

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In order to evaluate the campaigns, we’ve proposed we’ve devised the following metrics to make

sure that Lululemon’s marketing strategies are performing as expected. The following goals

follow the SMART guidelines of Specific, Measurable, Attainable, Relevant, and Timely. By

following the above actions and strategies the two main objectives of gaining new customers at

Lululemon and increasing brand loyalty for established customers can be achieved.

Evaluate Measure Tools

Website traffic Pageviews on main

site and resale portal (1

million new views in

next year, 30%

increase in

international visits)

Google Analytics

Facebook likes 1,000,000 in next 3

years

Facebook Ads Manager

Sales increase 40% year over year in-

store and online

Use e-commerce and POS stats

to track purchases and sales

Rewards program

membership

Number of signups

annually, both online

and in-store

Rewards program email listings

Resale Program Goods sold ($100,000

in next year)

Use e-commerce stats to track

listings and sales

Instagram followers 1 million new followers

in next 3 years

Instagram Insights, Hootsuite

11. FIND OUT MORE

https://info.lululemon.com/about/our-story/history

https://www.canadianbusiness.com/lifestyle/loco-for-lulu/

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https://www.shopify.com/blog/75614533-marketing-to-millennials-5-massive-trends-that-are-

leading-the-way

https://www.yourcoach.be/en/coaching-tools/smart-goal-setting.php

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