Lululemon seeks to expand its size range and brand reputation to be more inclusive of women of all shapes and sizes. The digital strategy involves using social media, the website, search engine optimization, paid ads, inbound marketing, blogging, a mobile app, and hashtag campaigns to feature and target plus sized women, showcase a diverse range of models, educate beginners, and share stories from customers of all sizes about how Lululemon helps them pursue fitness.

1. lululemon
Digital Strategy
By: Colleen Arnold

2. The Big Idea
• Pursue a reputation of being
an inclusive brand that
supports women of all shapes
and sizes
• Expand size range to
accommodate and attract
more diverse clientele

3. Social Media
• Blog posts about how different
lululemon clothes flatter
different body types
• Use Instagram, Facebook and
Twitter to post photos of
different sized women wearing
lululemon

4. Website
• Feature different sized women modeling the products on the website
• Expand sizes and include blog posts about the decision to expand them
• Feature yoga classes for beginners and encourage first-timers to come
to a class

5. Search Engine Optimization
• Target people who search
keyword phrases such as:
• Plus size athletic gear
• Workouts for beginners
• Flattering workout attire

6. Pay-per-click
• Feature ads on:
• Websites and blogs about
weight loss
• Other fitness gear
websites such as Athleta
and Gap plus size sections
• Fitness sites for beginners

7. Inbound Marketing
• Use email to target people
who purchased lululemon for
the first time
• Send updates about free
beginner classes and the
diverse range of clothing
• Use personas to target plus
size women who are newly
getting involved in fitness

8. Blog
• Create a blog for plus sized
women to share their fitness
journeys
• Women can share how finally
having stylish and practical
workout gear helped them get
motivated
• Feature blog on social media,
app and website

9. Mobile
• App will be a fitness resource as
well as a purchasing app
• Section for beginners with
tutorials about different yoga
exercises.
• More of a sense of community
and encouragement
• Feature a tab for plus size
options under “refine”

10. #newlulemon
• These changes will make lululemon more inclusive, diverse and
attractive to a wider clientele
• #newlulemon is a hashtag that can be used to promote the
companies change