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Lululemon Branding Strategy
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Lululemon Branding Strategy

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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 …

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.

Published in: Business, Technology

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Transcript

  • 1. Genevieve NixonVanessa MiletoKalyna MileticJohn Jun Hyuk HanJoseph Han Nim Jang
  • 2. The History of Lululemon• Founded by Chip Wilson in 1998• Inspired by Yoga• Technical, high-quality fabrics• Create a community andpositive lifestyle• Hypothesis…History Brand Inventory Brand Exploratory Recommendations
  • 3. Brand Inventory• Brand Positioning• Brand Elementso Logo, Manifesto• Marketing Mixo Luon• SecondaryAssociationso Brand AmbassadorsHistory Brand Inventory Brand Exploratory RecommendationsLululemonNikeTuff AthleticaUnder ArmorAdidasReebokTalulaNationalAthleticSauconyDiadoraPositioning MapHighLowLow Price High
  • 4. Brand ExploratoryHistory Brand Inventory Brand Exploratory Recommendations
  • 5. Brand ExploratoryHistory Brand Inventory Brand Exploratory Recommendations
  • 6. ComfortableNiceFitFabric andMaterialDesignPremiumBrand logoExpensiveQualityFlexibilityFeminineColourfulMotivationSophisticatedImagePerformanceAccomplishmentImpress OthersSelf-esteemBelongingSelf-actualizationHistory Brand Inventory Brand Exploratory Recommendations
  • 7. Recommendations1) Viral marketing campaign –talkhealthy.com2) Grassroots men’s wear project3) Spokesperson Initiative –JoeThornton, Martin Havlat, Ryan Getzlaf, orTim ThomasHistory Brand Inventory Brand Exploratory Recommendations
  • 8. RecommendationsShort Term – 0-6 months 6 months – 1 yearEvaluate SpokesmanOpportunitiesTimelineHire GraphicDesigner forWebsiteHireModels1- 2 yearsDevelop website to coincide with brandEvaluate project based onperformance criteriaSourcemerchandisefor modelsConduct 2week modelpilotSite LaunchGather Content for discussion on siteas well as experts to provide insightson open forum discussionsMonitor Results using Performance Metrics for all projectsSign Contractwith SpokesmanLaunch Advertising Campaignfor SpokesmanModify and Rerun grassroots effort asdeemed necessaryHistory Brand Inventory Brand Exploratory Recommendations
  • 9. Thank You!