1. New Marketing Opportunity:
lululemon becomes a Lifestyle Brand by
Adding Women’s Footwear
Kelsey Boole, Jenna Chamblee, Kristin Freeman, Langley Mills
FTM 385-001
Y. Xu
April 14, 2015

2. lululemon
● lululemon is known as a
lifestyle brand offering
athletic apparel to on-the-
go, healthy, young women
● The lululemon brand is
missing shoes (already
have yoga mats, water
bottles, socks, and
apparel)
?

3. What is the opportunity?
Brand Extension
● Become a full lifestyle brand by
offering all the product needs to
fulfill the lululemon lifestyle
● Offer a lightweight shoe that
women can wear to-and-from yoga
classes and even keep on during
activity
● Offer a different, yet lightweight
shoe that provides enough support
for running
● Consumers could now be
completely outfitted in the
lululemon brand

4. Assessment of the opportunity
● Targets women between the ages 18-34 who value healthy lifestyle
● Consumer discretionary products
● Customers have money to spend
● Nike, Under Armour and Athleta are big competitors
● Nike, Under Armour and Athleta use interesting and unique
marketing approaches that are highly effective

5. Further assessment
● lululemon has opportunity to be very successful after a history of
bad media coverage
● Time consuming
● Expensive
● Testing
● Opportunity for men’s line as well

6. Interview of target consumers
Participants:
● Alpha Delta Pi sorority members
● 5 target members: Aubrey Finley, Hope
McIntosh, Emily Jasmin, Elena Andia,
Maggie Irvin
● Ages: 19-21

7. Interview cont.
● Would you buy/wear shoes from lululemon?
● How much money would you pay for a pair of lululemon shoes?
● Would you be more concerned with more comfort or style when
buying a pair of shoes?
● What activities would you perform while wearing such shoes?
● What brand name is your current favorite pair of shoes?

8. Interview Results
● Unanimously decided they would buy shoes
● $80-$120 target price
● Needs to incorporate style and comfort
● Yoga, pilates, cycling, running, walking,
hiking
● Nike, Asics, and Adidas were top
competitors

9. Strategic recommendation
● Lululemon already has sponsored
half marathons and running
events
● The company offers free yoga
events and classes in their stores
● The existing lululemon events
and classes can adapt to the new
footwear offering to encompass
free trial sessions of the shoes
● They could also offer events for
free to only people who are using
their footwear products

10. Strategic recommendation
● Launch an IMC campaign called “lulu lifestyle”
● Profile and post about current Lululemon ambassadors and
customers and how they use the company’s products in their
everyday lives
● Specifically highlighting their Lululemon footwear use while running,
walking, cycling, doing yoga, running errands, etc.

11. References
● Alindogan, M. (2014, October 15). Size Matters: Lululemon And Athleta's Marketing Strategies.
Retrieved April 12, 2015, from http://www.neontommy.com/news/2014/10/size-matters-lululemon-and-althetas-strategy
● Helliker, K. (2010, June 13). Lululemon Grows Fast on a Slim Budget. Retrieved October 16,
2014, from http://online.wsj.com/news/articles/SB10001424052748703960004575481890366935552?mod=wsj_share_twitter&mg=reno64-
wsj&url=http://online.wsj.com/article/SB10001424052748703960004575481890366935552.html?mod=wsj_share_twitter
● Lululemon Athletica Retailer Profile. (n.d.). Retrieved April 12, 2015, from
https://storify.com/acarron/lululemon-athletica-s-history
● Nike Brand Strategy: Emotional Branding using the Story of Heroism. (2013, February 18).
Retrieved April 12, 2015, from
http://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-the-story-of-heroism/
● Overview: Lululemon's Target Market And Product Assortment. (n.d.). Retrieved April 12, 2015,
from
http://finance.yahoo.com/news/overview-lululemon-target-market-product-193745711.html
● Soni, P. (2014, December 15). Overview: Lululemon's Target Market And Product Assortment.
Retrieved April 12, 2015, from
http://finance.yahoo.com/news/overview-lululemon-target-market-product-193745711.html
● Wexler, E. (2012, September 28). Brands of the Year: Lululemon takes local to the next level.
Retrieved October 15, 2014, from http://strategyonline.ca/2012/09/28/brands-of-the-ye
● Yoga clothes & running gear for sweaty workouts. (n.d.). Retrieved April 12, 2015, from
http://www.lululemon.com