Brand Expansion plan for Lululemon
Current Brand Introduction
For a long time, Lululemon has been a successful brand in apparel industry. Even though Lululemon has a complete male’s line with good quality apparels, females make up the company’s main customer groups. The brand images of Lululemon are yoga, comfortable clothing and good quality. Lululemon’s production line is largely based on yoga-inspired athletic apparels. For branding strategy, the company developed brand communities to make specialized consumer groups and employees focus around the brand. For instance, on Lululemon’s website, a clear instruction helps consumers find a nearest lululemon and join brand related activities. Another method used for increasing brand awareness is ambassadors program, which spreading brand information from individuals who embody the Lululemon lifestyle and culture in their community. Like other yoga clothing companies, Lululemon focused it’s marketing power on female consumers. Even though more and more men are doing yoga, yoga clothing still be hard to sell to men, whom still perceive it as feminine. From most recent news about Lululemon, the company was activity developing the menswear market by increasing male ambassadors and marketing promotion for men. Is it the right time for increase the awareness in male consumer groups? Yes, it is the right time for extending brand awareness to male consumers. 1. In latest years, Lululemon has dropped many hints that they are interest in menswear market. Although menswear wasn’t the strongest part of company’s revenue, lululemon has cultivated a certain amount of male consumer. 2. The Lululemon’s brand awareness base on a concept about women and yoga and looking god in clothes. This idea is not novel and unique as the first time it comes out. So in other to keep expanding the brand awareness, marketers may consider some new customer group as target. 3. Even though the sport menswear market seems to be saturated...
Please join StudyMode to read the full document