LululemonPERSONA ASSIGNMENT

BRIANNA EDWARDS

Table of Contents

EXECUTIVE SUMMARY…................................1

TARGET AUDIENCE….......................................4

VENN DIAGRAM…............................................6

Target Audience..............................................7

Executive SummaryHistoryLululemon started in 1998 by Chip Wilson in Vancouver, Canada. Lululemon is a yoga inspired clothing line. Since 1998 ,the brand has branched out to attire designed for any workout activity.

PRODUCTSLululmeon sells mostly fitness attire and accessories for men

and women, including sports bras, shorts, leggings, water bottles, yoga mats and shirts. More recently, Lululemon has begun expanding their products by adding outwear, and growing their men’s collection. All of Lululemon’s products tailored for people with active lifestyles.

MARKETINGAccording to Lululemon’s community manager, Nina Gardner, Lululemon doesn’t

do advertisements. “The only place you’ll see ads is in ‘Yoga Journal’ and ‘Runner’s World,’ two national publications” says Gardner. Leaving the marketing efforts being executed by word-of-mouth. Their strategy involves making a connection with the customer, which then leads that customer to generate buzz to their friends. Lululemon employees are encouraged to discuss fitness goals and working out with customers in store, and take in customer feedback. The reusable Lululemon bags given to each customer after a purchase serve as conversation starters and a reflect the positive values and messages associated with the brand. Lululemon also engages their customers as well by hosting free yoga sessions in stores and making fitness trainers and yoga instructors ambassadors of the brand.

Executive Summary (continued)

SOCIAL MEDIA

Because they do not do ads, Lululemon has had to become exceptional social media marketers. They engage their audience by not promoting their products but a lifestyle. They promote an active, healthy life style on all their platforms but they tailor the content to their respective audience. For example, on Lululemons Facebook and twitter pages, posts focus on healthy lifestyle tips, inspirational quotes and community campaigns, things that are easily shareable and provides relevant information to the public. Also, each Lululemon store has their own Facebook page to further narrow down relevant content for their customers. On Lululemon’s Pinterest page there are boards for their each of their audiences, runners, yogis and general workout enthusiast. There’s also style and travel inspiration boards too, offering a lot of easily navigable content to their audience. On all social media outlets Lululemon has a large following, except YouTube. The content that is posted on YouTube is not always shared through their other platforms because its content is more specifically focused on yogis and runners.

Pinterest: 2.1M followers

YouTube: 39,687 subscribers

Instagram: 1.6 M followers

Facebook: 1.6 M likes

Twitter :862 K followers

Executive Summary (continued)

Target AudiencePRIMARY

o25-40

oMale and Female

oMiddle-upper middle class

oActive lifestyle

oWant fashionable, and high quality fitness attire

SECONDARYo18-45

omale and female

oestablished income

ousually busy/on-the-go

owant comfortable and fashionable clothing to-do everyday activities in

owant to be seen as if they lead an active lifestyle

Target Audience (continued)

Lululemon’s target audience are people who could potentially be ambassadors for them. They liveactive lives and their values align with the brand. These people are established in their careers andhave the money to spend on Lululemon’s products. The secondary audience is much broader andtargets people who desire fashion and comfort in their clothing, while having the perception thatthey lead an active life. Unlike the target audience, these people do not choose Lululemon becausethey have the same values as the brand. Instead, they are looking for a brand that is morefashionable.

The main characteristic between the primary and secondary audience is the need for comfort.Lululemon has multiple lines of patented fabrics that promote comfort while doing any activity.Their clothing can be worn as casual or fitness attire, which is appealing to both target audiences.

VENN DIAGRAM

People who are interested in Lululemon

People who are interested in

learning about Lululemon

People with enough money to buy Lululemon

Primary TA:The Yogi

Secondary TA:The Basic Sorority Girl

Primary TA:The Trendy Trainer

Primary TA:The Marathon Runner

Secondary TA:The Globetrotter

Secondary TA:The Busy Mommy

Primary Audience

The Yogi

Pain pointso Making time to meditate

o Global warming and environmental irresponsibility

o Pushing past my mental and physical limits

Motivationso Green smoothieso Generating a sense of unity through yogao Clarity of mind, body and soul

Goalso Maintain a healthy lifestyleo Hitting the perfect crow poseo Becoming more flexible

Behaviorso Hot yoga, Brikam yoga and Asthana yoga,o Being one with natureo Meditatingo Looking up new yoga positions

CLIENT: LuluemonPERSONA: The YogiNAME: DiannaTYPE: ConversationalistROLE: Yoga Instructor

“Yoga is my life. Sometimes I will teach 4 or 5 classes a day, so I am always looking for breathable, stretchy, and high

quality clothing to wear for classes. I am constantly posting photos of my self doing new yoga positions so, having

fashionable yoga attire is a must!”

Goalso Build an even better bodyo Make more moneyo Create innovative and diverse workout plans

Behaviorso Working Outo Eating healthyo Playing often with his Australian Shepard

Motivationso His own great physique o Personal successo Comfort & Style

Pain pointso Business attireo Meeting with clients

o Cutting (reducing body fat)

The Trendy TrainerCLIENT: LuluemonPERSONA: The Trendy TrainerNAME: JasonTYPE: CreatorROLE: Personal Trainer

“I am a currently running my own personal training business and I am doing very well. I am constantly

promoting my business and my personal progress on social media and now I am being approached by several

supplement companies to be an ambassador for their brands. I live my life in the comfort of workout clothes,

but when I meet with potential clients I need to look both professional and athletic.”

Motivationso Making it to the finish lineo Running faster o Having fun

Goalso Run at least 3 marathons this yearo Participate in a Warrior dasho Pushing physical limits

Behaviorso Running marathons and half marathonso Snuggling with her cat, Marigoldo Sharing runs and accomplishments with family

and friends

Pain pointso Lifting weightso Early morning runso Finding running leggings that stay put, and don’t fall off

while running

The Marathon Runner

CLIENT: LuluemonPERSONA: The YogiNAME: CandaceTYPE: ConversationalistROLE: Teacher

“I love running and participating in marathons. I post my runs and share my marathon times on Facebook religiously to keep myself accountable. I am a very fit person and sometimes my

running leggings or running shorts begin falling off of me after mile 3! I want to be fashionable while I run, but it's hard finding

running attire that fits.”

Secondary Audience

The Basic Sorority Girl

Motivations:o Being comfortableo Get good grades (so parents can give me more

money/graduate)o Starbucks

Goals : o graduate college, o Going out with friends,o Looking cute so her hot English professor will

notice

Behaviors:o Drinking Starbucks on the regularo Instagraming the perfect pictures with friendso Netflixo Occasional studying

Pain Points:o Juggling life, school studying, and money without my

parentso Trying to find time to work out and eat righto The large amount of school work professors give you

CLIENT: LuluemonPERSONA: The Basic Sorority GirlNAME: PaigeTYPE: SpectatorROLE: Student

"I am a sophomore college student, and I am constantly on the struggle bus. I just throw leggings or a comfy t-shirt to go to class, since I usually wake up 15 minutes before class

starts. I'm trying really hard to stay on top of things eat healthily get good grades and stuff, but I just get so distracted! Like, I'm SOO distracted by my hot English professor.

On Tuesdays and Thursdays, I try to find my cutest pair of leggings so maybe he'll notice."

Behaviorso Running errandso Cooking and cleaningo Hosting book clubso Pinning on Pinterest

Goalso Being a good parento Being comfortable but fashionable when running

errandso Encourage my family to lead a healthy lifestyle

Motivationso Familyo Appearance

Pain pointso Staying in shapeo Finding time for herselfo Misbehaving children

The Busy Mommy

CLIENT: LuluemonPERSONA: The Busy MommyNAME: LisaTYPE: JoinerROLE: Stay at Home Mom

"I run errands with my twin four-year-olds every day and most times they are a HANDFULL. I am always chasing them around grocery stores or malls. The only time I get to myself is when I drop them off at pee-wee soccer. I love them this young, but I cannot wait until they go to school.”

Motivationso Experiencing new cultureso Living in the momento Meeting people

Goalso Backpacking through Indiao Speak at least 3 different languages

Behaviorso Paddle boardingo Hikingo Going to exotic placeso Mountain climbing

Pain pointso Packing lighto Intolerant people

The Globetrotter

CLIENT: LuluemonPERSONA: The GlobetrotterNAME: EliTYPE: CollectorROLE: International Financial Consultant

"My profession allows for me to have A LOT of vacation time. I travel the world anywhere between 3-7 months out of the year. Usually, try to pack light during travel

but sometimes it's difficult. You never really know where you're going to go, who you're going to meet, or how much you will travel by foot. Clothing that is

comfortable, casual and can easily mix and match with my minimalistic style is always what I am looking for."

ResourcesHum, Samuel. "4 Tactics Lululemon Uses to Leverage Word-of-Mouth For Their Brand - Word-of-

Mouth and Referral Marketing Blog." WordofMouth and Referral Marketing Blog. N.p., 2016. Web. 18 Sept. 2016.

Drell, Lauren. "5 Fitness Brands Kicking Butt on Social Media." Mashable. N.p., 2012. Web. 18 Sept. 2016.

http://shop.lululemon.com/designs/_/N-1z13xjmZ1z140xk?mnid=mn;en-CA;inspiration;design;fabric-+-technology

https://twitter.com/lululemon

https://www.facebook.com/lululemon

https://www.instagram.com/lululemon/

https://www.youtube.com/user/lululemon

https://www.pinterest.com/lululemon/