lululemon’s Digital Marketing Strategy

A high-end fitness brand, the Lululemon brand has been referred to as having developed a ” cult-like” following over time.

Today, we’ll take an in-depth look at the company’s marketing strategy through the history of the company, its websites, and social media accounts to learn the process that led to this business growing from a small yoga studio to having over 500 stores across the world by 2021.
In this article, we’ll be discussing:

History of Lululemon History of Lululemon

lululemon’s Social Media Strategy

The website of Lululemon and SEO

Key Learnings and Takeaways

The story of Lululemon’s history

To comprehend the Lululemon marketing strategy, we must first examine the company’s background.

In an earlier blog, we wrote about the way BrewDog created some controversial headlines that appeared like an effective marketing strategy. It also contributed to their brand.

Lululemon, similar to Lululemon, has been the subject of a couple of controversial news stories; still, since they don’t have anything to do with marketing strategy and aren’t a part of the marketing strategy, they won’t be discussed in this article. (There’s an article that will interest interested people.)

It is also known in full as ” lululemon Athletica.” The brand was launched by a group of people in Vancouver, Canada, in 1998, with the goal of not being just a fitness clothing brand but also a community that would allow people to learn and share their thoughts on mindfulness, fitness, and healthy living.

The first store of Lululemon opened in 2000. It it was designed as a studio during the day and a yoga center at night. The store was designed to be a place for community interaction and use by their followers and customers.

lululemon’s Social Media Strategy

It’s very rare for companies not to have social media accounts today. It’s an excellent opportunity to communicate with your existing and potential customers in a more personal way, depending on the method you utilize.

The internet is social media, after all.

The marketing strategy of Lululemon includes many social media posts across a variety of platforms, with their main account and regional branches. We’ll concentrate on their primary tabs in this part of the post.

The largest audience for Lululemon is Instagram, the largest platform with 3.8 million followers. Based on the Social Blade, the site boasts an engagement level of 0.30 percent, and the average for the industry is 2.56 percent, which suggests they could definitely improve their engagement.

It’s important to keep in mind that the more extensive the number of followers, the lower the engagement rate, and it’s unlikely that a company will achieve the industry standard due to its massive following.

But, rival Gymshark boasts 5.5m followers with an engagement rate of 0.77 percent, which means that Lululemon does not really have a reason to be slack.

The content available on the Lululemon Instagram page is all-inclusive. They’ve professionally shot images along with user-generated content. They make use of all of Instagram’s features, which include the Reels above.

If you look at the spikes in the engagement of posts, Lululemon may have been investing money in some of the posts that have been performing well or have been talking about a product launch or a new campaign.

Referring to user-generated content, the company has built an excellent foundation to build from by encouraging its customers to use the hashtag #thesweatlife when they write posts on the company. This way, the customers feel like they are part of a larger community and feel part of the ‘Sweat Life community and be more inclined to share their photos with other members of the community.

There are now more than 1.4 million Instagram posts that use #thesweatlife; however, not all of the accounts post pictures of Lululemon apparel. The hashtag has acquired an identity on its own.