Lulu Lemon Chic Marketing
Lulu Lemon rides in the field of women's leisure sports. This brand that makes women crazy, let Nike, Adidas, UA crazy, marketing techniques are unique.
When a brand can penetrate a fixed number of its customers and gradually spread to a wider group of people in the same category, at a time you can't know, you will be surprised to find that the friends around you are all in the same place. The LOGO of this brand appeared. Lululemon is the representative of such brands. The Canadian brand has been on the market for seven years, and its share price has risen to 30 times. Today, its market value is close to $10 billion.
Lulu Lemon started from a small shop next to a yoga studio, from obscurity to being able to define and dominate its category, and has taken a lot of market share from Nike, Adidas, Puma and Reebok, which were once out of reach. . Why is the brand in this small category so hot, how is it fired?
Sports and leisure are just right
No matter what product, there are two basic competitive demands, one is functional and the other is emotional. Functionally oriented products tend to continually enhance their functions, while emotionally oriented ones continue to emphasize perceptual factors, and as long as they are integrated, they will have unintended effects.
The sportswear industry has always been a significant feature-oriented product. When you add some fashion elements to your sportswear, you will find new market opportunities. The full name of the Lulu Lemon brand is Lululemon Athleisure. What is Athleisure? Very simple, it is Athletic + Leisure, you can wear it or you can wear it casually. This is the fashion trend that is now popular. Lulu lemon is at the forefront of this trend.
When more and more people from all over the world are involved in sports, why can't sports be beautiful at the same time? People value health and value. Just as Apple's design, style and aesthetics are at the heart of the product, Lulu Lemon is also the case, and its products are always calling, "I care about myself, I care about how I look."
In addition, like Apple's products, beautiful design is inseparable from the direct response to customer needs, such as special fabrics that absorb sweat or neutralize sweat, and small pockets on the sweatpants for room keys. Lulu Lemon has an insight into consumer needs. This comfortable and beautiful sportswear not only attracts people who are truly involved in sports, but also has formed a trend, and the trend is aimed at everyone. This trend is not fleeting, because everyone likes "good looking and comfortable" products.
Lulu Lemon stood on the blue ocean of yoga costumes with a new concept, and its unique marketing technique provided a powerful impetus for its subsequent outbreak.
Create group memory
Marketing Tip 1: Create a group memory. Robin Lewis, a well-known American marketing expert, wrote in his blog: "One of the keys to the success of Lulu Lemon is to create a common memory of customers and brands."
Lulu Lemon tries to create a warm and happy community feeling for customers, such as providing free yoga classes and organizing a running club every week. Customers and brands are no longer purely buying and selling relationships, more like friends and partners, friends. It is necessary to move more, women go to Lulu lemons like "sequences", shopping is just a daily habit.
Since 2013, Lulu Lemon has set up a display space in Beijing and Shanghai that does not sell products, and has set up a community team. It is expected to focus on target groups with small community team activities, and educate domestic consumers to establish brand awareness. the goal of. After three years of market cultivation, in December 2016, Lulu Lemon opened three stores in Shanghai and Beijing.
Beijing Sanlitun North District store, although the store area is small, but the basic men's and women's yoga, running sportswear and "star" yoga mats are all available, and a special place is: Lulu lemon store all inside The shelves are equipped with removable wheels for easy space on weekends and quickly “remodel†the store into a small team training ground.
The Lulu Lemon, which just landed, hosted an experience at the foot of Shanghai Oriental Pearl: nearly 100 fitness enthusiasts participated in a “sports-free†fitness class under the guidance of the “Educator†(trainer), attracting a lot of Potential consumers. And such activities, Lulu lemon has long been familiar. In the Bryant Park in Manhattan, two open-air yoga classes are held each week, each time with hundreds of women, most of whom wear the Lulu Lemon brand of yoga clothing.
Lulu Lemon transforms yoga from a slimming exercise to a group activity that attracts many people to participate in, and through team memory, to create a brand identity.
"Buy" terminal KOL
Marketing Tip 2: Sign the terminal KOL. Unlike other sports brands, Lulu Lemon does not choose to spend tens of millions of dollars to sponsor Michael Jordan and Beckham, but instead chooses a more grounded approach.
Every time Lulu Lemon expands into a new city, it will contact local yoga instructors to discuss resource replacement. Specifically, Lulu Lemon found the local 20 most popular yoga teachers, personal trainers and fitness reds, providing them with free clothing for one year, and the coach automatically became the ambassador of Lulu Lemon. The yoga instructor has two responsibilities. First, he should wear the Lulu lemon brand yoga costume in front of the students, followed by timely feedback to the Lulu Lemon Headquarters.
Then Lulu Lemon took photos of these red people, printed them in large posters and displayed them in the store, and in the posters with the words "James, the small boss of Chatswood Yoga, this is our free advertisement for local coaches, help They develop their own business." While promoting the “modelsâ€, it also increased the popularity of “modelsâ€. Getting free products and exposure, appreciation may make these local reds become very loyal. In the fitness video "Keep" yoga video course, almost every yoga instructor uses a yoga mat with a prominent Lulu lemon logo.
The opinion leaders in these fitness fields began to directly influence their fans and students. More people went to the store. More people saw these fitness coaches. The coaches became more famous and had more fans... Win-win The virtuous circle began. Lulu Lemon will also organize some workshops in the store to attract traffic, such as “Introduction to Yoga†or “How to cook healthy fast foodâ€. At this time, local coaches and experts will volunteer to participate in the event.
The KOL of the captive coach, which sounds simple, doesn't cost a lot of money, but the marketing gear is so spinning.
Mild hunger
Marketing Tip 3: High quality and low inventory, creating a sense of hunger.
Lulu lemons lead the way with high quality. Lulu lemon's clothing quality is outstanding, sports pants are tight, comfortable and breathable, support and stability are good, the cut lines are simple and beautiful, and the style is full of creativity. Change the color of a single sweatpants and incorporate a variety of colors and creative patterns into yoga pants.
Lulu lemon yoga pants are expensive, but it makes customers feel value for money because they can be worn for many years. The company has always focused on improving the quality of its apparel and developing innovative products from generation to generation. This is an important reason why Lulu Lemon stands at the commanding heights of women's sports fashion brands.
Of course, the low inventory high rotation of Lulu Lemon is also an important factor in its success. The inventory of Lulu Lemon is extremely low and the update speed is very fast. This is very similar to the fast-selling clothing of ZARA and H&M. Customers will never guess what new styles they will see next time they go to the store, so that consumers will always feel the first love, novelty and full of surprises. At the same time, it is difficult for customers to buy discounted lulu lemons, as most products will be sold out.
This not only gives customers a sense of freshness but also brings a sense of urgency. Women who buy clothes like to tangled, buying or not buying is a complicated problem, considering size, color, style, mix, trend and so on. If you tell her at this time, I like to hurry and start. The next time I come to this clothes, I will probably sell it. The entanglement will turn into an urgent moment, and the woman will stop thinking about putting the clothes decisively into the shopping cart.
High-quality products combined with low-inventory high-turnarounds have made Lulu lemons “rare†and created a mild hunger in the consumer community, which further boosted the lure of Lulu lemons.
Injecting feelings and attitudes towards life
Marketing Tip 4: Exporting life values. To a large extent, Lulu sells a life attitude – sportsmanship and friendship. This is actually to meet emotional needs beyond functional requirements, and many successful companies such as Starbucks do just that. On the one hand, friendship is reflected in the community operations mentioned above, and on the other hand in the stores.
In the store of Lulu Lemon, a very different place is the small whiteboard hanging on the door of the fitting room. When the consumer wants to try on the clothes, the assistant asks her name, guides her into a room, writes the name on the whiteboard and tries on the number. Then the special experience begins and the staff will mention her name in the conversation! Consumers are no longer the cold-blooded role of “customers who try to dress in the fitting room of No. 4â€, but rather a more personal partner.
In addition, they will take the initiative to initiate a proper dialogue (of course, also by name), such as "when and where to wear this dress" "How do I think this dress" "I think you may still need With a belt." At this stage, consumers will probably be able to generate closeness and trust because they treat you like their own fitness partners. Then there is the willingness to pay even if the price is high - "Well, they really understand me, this is the item I really need."
These outstanding employees are also inseparable from the corporate culture of Lulu Lemon. The same thing that can be seen in the store of Lulu Lemon is the goal of the employee, 1 year, 5 years or 10 years. This is not a KPI or other performance indicator, but a purely personal goal, such as “Climbing Mount Kilimanjaro before 2016†or “Having an apartment in New York City by 2020â€. After entering Lulu Lemon, every new employee has to sit down and talk to their superiors, then write down their dreams and all the things that are important to achieving their dreams. This makes each staff feel that they are not just tools for selling clothes for the company, but individuals who are encouraged to achieve their goals.
This is the marketing secret of Lulu Lemon, which creates a blue ocean and defines fashion. In this market, Nike is going to chase it upside down. The marketing model of Lulu Lemon may give more inspiration and imagination to domestic brands. It is not necessary to be a hard-hitting chaser, and the leader of the trend is not bad.
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