lululemon branding strategy
DESCRIPTION
This is a 5 minute slide presentation that my group members and I have put together. The project was on a brand audit and strategies on Lululemon. For more information (30 page brand report), visit my blog at www.josephshouts.com.TRANSCRIPT
Genevieve Nixon Vanessa MiletoKalyna Miletic
John Jun Hyuk HanJoseph Han Nim Jang
The History of Lululemon
• Founded by Chip Wilson in 1998• Inspired by Yoga • Technical, high-quality fabrics • Create a community and
positive lifestyle• Hypothesis…
History Brand Inventory Brand Exploratory Recommendations
Brand Inventory
• Brand Positioning• Brand Elements
o Logo, Manifesto
• Marketing Mixo Luon
• Secondary Associationso Brand Ambassadors
History Brand Inventory Brand Exploratory Recommendations
Lululemon
Nike
Tuff Athletica
Under Armor
Adidas
Reebok
Talula National Athletic
Saucony
Diadora
Positioning MapHigh Qual-ity
Low Qual-ity
Low Price
High Price
Brand Exploratory
History Brand Inventory Brand Exploratory Recommendations
Brand Exploratory
History Brand Inventory Brand Exploratory Recommendations
ComfortableNice FitFabric and
Material DesignPremium Brand logo
Expensive
Quality
Flexibility
Feminine
Colourful
Motivation
Sophisticated Image
Performance
Accomplishment
Impress Others
Self-esteemBelonging
Self-actualization
History Brand Inventory Brand Exploratory Recommendations
Recommendations
1) Viral marketing campaign – talkhealthy.com
2) Grassroots men’s wear project
3) Spokesperson Initiative –Joe Thornton, Martin Havlat, Ryan Getzlaf, or Tim Thomas
History Brand Inventory Brand Exploratory Recommendations
Recommendations
Short Term – 0-6 months 6 months – 1 year
Evaluate Spokesman Opportunities
Timeline
Hire Graphic Designer for
Website
Hire Models
1- 2 years
Develop website to coincide with brand
Evaluate project based on performance criteria
Source merchandise for models
Conduct 2 week model
pilot
Site Launch
Gather Content for discussion on site as well as experts to provide insights
on open forum discussions
Monitor Results using Performance Metrics for all projects
Sign Contract with Spokesman
Launch Advertising Campaign for Spokesman
Modify and Rerun grassroots effort as deemed necessary
History Brand Inventory Brand Exploratory Recommendations
Thank You!