SlideShare a Scribd company logo
By: Marsha Druker
January 11, 2012
   “A group with deep interpersonal connections
    built through shared experiences, rituals and
    traditions”

   Occupy space physically. The tribe, or at least
    some of its members, can gather and perform
    rituals in meeting-places such as places of
    worship or public spaces
     These spaces are known as “anchoring places”
   Humans have a basic need to
    connect with others, share
    experiences, and develop
    relationships

   Involvement with a tribe is an
    expression of self-identity

   Belonging to a tribe can be very
    helpful in guiding one through
    life, as well as increasing
    happiness

       Purely Social
       Values + Social
       Cultural + Social
       Business + Social
   “Groups of people emotionally connected by
    similar consumption values and usage, who
    use the social „linking value‟ of products and
    services to create a community and express
    identity”

   Relatively new concept, but one that has
    made a remarkable impact on marketing
    theory development
   A brand community is formed around
    supporting a particular brand or
    product

   Brand communities are explicitly
    commercial, whereas tribes are not

   Brand communities are concerned
    about the relationship between brand
    and consumer, whereas tribes focus on
    the relationship between consumers
   Social influences play a crucial role in
    an individual's consumption decisions

   In addition to sharing moral values and
    opinions, consumer tribes also share
    consumption preferences

   This provides opportunity for
    marketers to access a specific market
    segment and to create lasting loyalty
    through establishing both an emotional
    connection as well as a rational reason
    for commitment
   Lululemon was created to satisfy the
    need for the goods that people
    require in order to practice yoga:
    mats, clothing, water bottles and
    etc...

   As the brand grew, so did its ability
    to lead the tribe. Lululemon‟s
    website now reads more like a yoga
    resource than it does a retail store

   There is nothing on the website
    about features, benefits or purchase
    decisions
   The yoga connection is at the very core of lululemon:
     sells high-quality yoga clothing
     pays for employees to take yoga classes
     holds its own classes five days a week at the head office

    “At the core, we‟re yoga both literally and figuratively. Yoga is so
      good for you. We feel it‟s a gift of health. If we can educate a
      customer on the benefits of yoga, we've made them a better
      person and the world a better place.” - Eric Petersen, lululemon‟s
      marketing director

   In-store bulletin boards feature fliers advertising nearby yoga sessions

   Lululemon employees, “educators,” are always happy to recommend
    their favourite instructor or answer any questions!

   Supports local athletic communities by providing a research and
    development (clothing, mats, water bottles, etc.) discount to certified
    yoga instructors, personal trainers or coaches
1.   Alexander, R. (2006). “Lululemon athletica in shape.” Brand Chanel. Retrieved from:
     http://www.brandchannel.com/features_profile.asp?pr_id=271. January 10, 2012.

2.   Cova, B. and Cova, V. (2002). “Tribal marketing: the tribalisation of society and its impact on the conduct of
     marketing.” European Journal of Marketing, Vol. 36, No.5& 6, pp. 595–620.

3.   Fournier, S. and Lee, L. (2009). “Getting Brand Communities Right,” Harvard Business Review, April, 105-111

4.   Godin, S. (2009). “Seth Godin on the tribes we lead.” TED. Retrieved from:
     http://www.ted.com/talks/lang/en/seth_godin_on_the_tribes_we_lead.html. January 7, 2012.


5.   Ivanauskas, G. (2009). “Seth Godin, tribes and brand communities”, Social Media Citizens. Retrieved from:
     http://www.smcitizens.com/2009/05/12/seth-godin-tribes-and-brand-communities/. January 9, 2012.

6.   Mitchell, C. and Imrie,B. C. (2011). "Consumer tribes: membership, consumption and building loyalty", Asia
     Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 1, pp.39 – 56.

7.   Rossi, G. (2008). “Tribes Q&A.” Retrieved from: http://www.slideshare.net/DigitalBranding/tribes-qa-
     presentation. January 7, 2012.

More Related Content

What's hot

Luxury Brand Marketing
Luxury Brand MarketingLuxury Brand Marketing
Luxury Brand Marketing
Rahul Saraf
 
Luxury Brand Management
Luxury Brand ManagementLuxury Brand Management
Luxury Brand Management
PearlAcademy India
 
Consumer Behavior Final Project- Alexander McQueen & Doc Martens Collaboration
Consumer Behavior Final Project- Alexander McQueen & Doc Martens CollaborationConsumer Behavior Final Project- Alexander McQueen & Doc Martens Collaboration
Consumer Behavior Final Project- Alexander McQueen & Doc Martens Collaboration
AdrianQuinonesRivas
 
PRADA Marketing strategy
PRADA Marketing strategyPRADA Marketing strategy
PRADA Marketing strategy
Olya Dyachuk
 
Patagonia Brief
Patagonia BriefPatagonia Brief
Patagonia Brief
chrisborncamp
 
8Ps Of Luxury Brand Marketing
8Ps Of Luxury Brand Marketing8Ps Of Luxury Brand Marketing
8Ps Of Luxury Brand Marketing
Rohit Arora
 
Swarovski advertising plan
Swarovski advertising planSwarovski advertising plan
Swarovski advertising plan
Laura Dickson
 
Digital strategies for luxury brands
Digital strategies for luxury brandsDigital strategies for luxury brands
Digital strategies for luxury brands
Red Keds strategy
 
Brand DNA: The Body Shop
Brand DNA: The Body ShopBrand DNA: The Body Shop
Brand DNA: The Body Shop
Di Nan
 
Case Study: Topshop [NYU]
Case Study: Topshop [NYU]Case Study: Topshop [NYU]
Case Study: Topshop [NYU]
Julien Perez
 
Tiffany & Co. Brand Audit
Tiffany & Co. Brand AuditTiffany & Co. Brand Audit
Tiffany & Co. Brand Audit
Yunru Feng
 
맞춤형 가방 2012_11_23_수정본_지훈
맞춤형 가방 2012_11_23_수정본_지훈맞춤형 가방 2012_11_23_수정본_지훈
맞춤형 가방 2012_11_23_수정본_지훈
양미 김
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)
Jawad Chaudhry
 
brand Unit 1
 brand Unit 1 brand Unit 1
brand Unit 1
Vinod Sarashetti
 
Marketing analysis Body Shop
Marketing analysis Body ShopMarketing analysis Body Shop
Marketing analysis Body Shop
Goncalves Chloe
 
Luxury branding
Luxury brandingLuxury branding
Luxury branding
Ayesha.accessories
 
Co branding
Co brandingCo branding
Brief History of Branding
Brief History of BrandingBrief History of Branding
Brief History of Branding
paulsjr
 
Brand analysis of heneiken
Brand analysis of heneikenBrand analysis of heneiken
Brand analysis of heneiken
Moupia Bhowmik
 
Luxury Experiences
Luxury ExperiencesLuxury Experiences
Luxury Experiences
Etnograph
 

What's hot (20)

Luxury Brand Marketing
Luxury Brand MarketingLuxury Brand Marketing
Luxury Brand Marketing
 
Luxury Brand Management
Luxury Brand ManagementLuxury Brand Management
Luxury Brand Management
 
Consumer Behavior Final Project- Alexander McQueen & Doc Martens Collaboration
Consumer Behavior Final Project- Alexander McQueen & Doc Martens CollaborationConsumer Behavior Final Project- Alexander McQueen & Doc Martens Collaboration
Consumer Behavior Final Project- Alexander McQueen & Doc Martens Collaboration
 
PRADA Marketing strategy
PRADA Marketing strategyPRADA Marketing strategy
PRADA Marketing strategy
 
Patagonia Brief
Patagonia BriefPatagonia Brief
Patagonia Brief
 
8Ps Of Luxury Brand Marketing
8Ps Of Luxury Brand Marketing8Ps Of Luxury Brand Marketing
8Ps Of Luxury Brand Marketing
 
Swarovski advertising plan
Swarovski advertising planSwarovski advertising plan
Swarovski advertising plan
 
Digital strategies for luxury brands
Digital strategies for luxury brandsDigital strategies for luxury brands
Digital strategies for luxury brands
 
Brand DNA: The Body Shop
Brand DNA: The Body ShopBrand DNA: The Body Shop
Brand DNA: The Body Shop
 
Case Study: Topshop [NYU]
Case Study: Topshop [NYU]Case Study: Topshop [NYU]
Case Study: Topshop [NYU]
 
Tiffany & Co. Brand Audit
Tiffany & Co. Brand AuditTiffany & Co. Brand Audit
Tiffany & Co. Brand Audit
 
맞춤형 가방 2012_11_23_수정본_지훈
맞춤형 가방 2012_11_23_수정본_지훈맞춤형 가방 2012_11_23_수정본_지훈
맞춤형 가방 2012_11_23_수정본_지훈
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)
 
brand Unit 1
 brand Unit 1 brand Unit 1
brand Unit 1
 
Marketing analysis Body Shop
Marketing analysis Body ShopMarketing analysis Body Shop
Marketing analysis Body Shop
 
Luxury branding
Luxury brandingLuxury branding
Luxury branding
 
Co branding
Co brandingCo branding
Co branding
 
Brief History of Branding
Brief History of BrandingBrief History of Branding
Brief History of Branding
 
Brand analysis of heneiken
Brand analysis of heneikenBrand analysis of heneiken
Brand analysis of heneiken
 
Luxury Experiences
Luxury ExperiencesLuxury Experiences
Luxury Experiences
 

Similar to Consumer tribes and the benefits of marketing to them

Consumer tribes and the benefits of marketing to them
Consumer tribes and the benefits of marketing to themConsumer tribes and the benefits of marketing to them
Consumer tribes and the benefits of marketing to them
Marsha Druker
 
Unit 4.2- Org.Culture.pptx
Unit 4.2- Org.Culture.pptxUnit 4.2- Org.Culture.pptx
Unit 4.2- Org.Culture.pptx
ssuser4a8a0f
 
MODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOURMODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOUR
Ashish Hande
 
Religious branding
Religious brandingReligious branding
Religious branding
Rohit Kulkarni
 
What Is Culture
What  Is  CultureWhat  Is  Culture
What Is Culture
zia_khan1971
 
Communication in a culturally diverse organization
Communication in a culturally diverse organizationCommunication in a culturally diverse organization
Communication in a culturally diverse organization
Saugata Palit
 
M3: School culture
M3: School culture M3: School culture
M3: School culture
Anthony Kilcoyne
 
M3- School culture
M3- School culture M3- School culture
M3- School culture
Anthony Kilcoyne
 
Scanned by CamScannerPart IV Bringing Out the Best i.docx
Scanned by CamScannerPart IV Bringing Out the Best i.docxScanned by CamScannerPart IV Bringing Out the Best i.docx
Scanned by CamScannerPart IV Bringing Out the Best i.docx
anhlodge
 
Diversity at workplace
Diversity at workplaceDiversity at workplace
Diversity at workplace
Kannan karthik
 
chapter 16
chapter 16 chapter 16
chapter 16
Ankit
 
Sargado, Jenny (Management 1)
Sargado, Jenny (Management 1)Sargado, Jenny (Management 1)
Sargado, Jenny (Management 1)
AB block 2B
 
Chapter 10 Leadership
Chapter 10 LeadershipChapter 10 Leadership
Chapter 10 Leadership
PeleZain
 
VolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit Branding
VolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit BrandingVolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit Branding
VolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit Branding
VolunteerMatch
 
Health & Safety Conf Culture Change
Health & Safety Conf Culture ChangeHealth & Safety Conf Culture Change
Health & Safety Conf Culture Change
ChetwinBrandon
 
Organizational culture
Organizational cultureOrganizational culture
Organizational culture
Aishwarya PT
 
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docxCASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docx
tidwellveronique
 
Lay Buddhist Activism
Lay Buddhist ActivismLay Buddhist Activism
Lay Buddhist Activism
satisamadhi
 
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docxCASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docx
wendolynhalbert
 
Organizational Culture
Organizational CultureOrganizational Culture
Organizational Culture
Preeti Bhaskar
 

Similar to Consumer tribes and the benefits of marketing to them (20)

Consumer tribes and the benefits of marketing to them
Consumer tribes and the benefits of marketing to themConsumer tribes and the benefits of marketing to them
Consumer tribes and the benefits of marketing to them
 
Unit 4.2- Org.Culture.pptx
Unit 4.2- Org.Culture.pptxUnit 4.2- Org.Culture.pptx
Unit 4.2- Org.Culture.pptx
 
MODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOURMODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOUR
 
Religious branding
Religious brandingReligious branding
Religious branding
 
What Is Culture
What  Is  CultureWhat  Is  Culture
What Is Culture
 
Communication in a culturally diverse organization
Communication in a culturally diverse organizationCommunication in a culturally diverse organization
Communication in a culturally diverse organization
 
M3: School culture
M3: School culture M3: School culture
M3: School culture
 
M3- School culture
M3- School culture M3- School culture
M3- School culture
 
Scanned by CamScannerPart IV Bringing Out the Best i.docx
Scanned by CamScannerPart IV Bringing Out the Best i.docxScanned by CamScannerPart IV Bringing Out the Best i.docx
Scanned by CamScannerPart IV Bringing Out the Best i.docx
 
Diversity at workplace
Diversity at workplaceDiversity at workplace
Diversity at workplace
 
chapter 16
chapter 16 chapter 16
chapter 16
 
Sargado, Jenny (Management 1)
Sargado, Jenny (Management 1)Sargado, Jenny (Management 1)
Sargado, Jenny (Management 1)
 
Chapter 10 Leadership
Chapter 10 LeadershipChapter 10 Leadership
Chapter 10 Leadership
 
VolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit Branding
VolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit BrandingVolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit Branding
VolunteerMatch Solutions BPN Webinar: Breakthrough Nonprofit Branding
 
Health & Safety Conf Culture Change
Health & Safety Conf Culture ChangeHealth & Safety Conf Culture Change
Health & Safety Conf Culture Change
 
Organizational culture
Organizational cultureOrganizational culture
Organizational culture
 
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docxCASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, .docx
 
Lay Buddhist Activism
Lay Buddhist ActivismLay Buddhist Activism
Lay Buddhist Activism
 
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docxCASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docx
CASE 22 Iululemon athletica Inc.Jenna Beyer, Leon Faifman, Eric.docx
 
Organizational Culture
Organizational CultureOrganizational Culture
Organizational Culture
 

Recently uploaded

Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...
Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...
Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...
Cometan
 
Is Lucid Dreaming Dangerous? Risks and Benefits!
Is Lucid Dreaming Dangerous? Risks and Benefits!Is Lucid Dreaming Dangerous? Risks and Benefits!
Is Lucid Dreaming Dangerous? Risks and Benefits!
Symbolic Whispers
 
English - The Book of 1st Samuel the Prophet.pdf
English - The Book of 1st Samuel the Prophet.pdfEnglish - The Book of 1st Samuel the Prophet.pdf
English - The Book of 1st Samuel the Prophet.pdf
Filipino Tracts and Literature Society Inc.
 
Sanatan Vastu | Experience Great Living | Vastu Expert
Sanatan Vastu | Experience Great Living | Vastu ExpertSanatan Vastu | Experience Great Living | Vastu Expert
Sanatan Vastu | Experience Great Living | Vastu Expert
Sanatan Vastu
 
Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)
Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)
Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)
Darul Amal Chishtia
 
Lesson 12 - The Blessed Hope: The Mark of the Christian.pptx
Lesson 12 - The Blessed Hope: The Mark of the Christian.pptxLesson 12 - The Blessed Hope: The Mark of the Christian.pptx
Lesson 12 - The Blessed Hope: The Mark of the Christian.pptx
Celso Napoleon
 
Seminar on Music on the Liturgy Parish .pptx
Seminar on Music on the Liturgy Parish .pptxSeminar on Music on the Liturgy Parish .pptx
Seminar on Music on the Liturgy Parish .pptx
lexielhyn
 
Trusting God's Providence | Verse: Romans 8: 28-31
Trusting God's Providence | Verse: Romans 8: 28-31Trusting God's Providence | Verse: Romans 8: 28-31
Trusting God's Providence | Verse: Romans 8: 28-31
JL de Belen
 
Chandra Dev: Unveiling the Mystery of the Moon God
Chandra Dev: Unveiling the Mystery of the Moon GodChandra Dev: Unveiling the Mystery of the Moon God
Chandra Dev: Unveiling the Mystery of the Moon God
Exotic India
 
The Vulnerabilities of Individuals Born Under Swati Nakshatra.pdf
The Vulnerabilities of Individuals Born Under Swati Nakshatra.pdfThe Vulnerabilities of Individuals Born Under Swati Nakshatra.pdf
The Vulnerabilities of Individuals Born Under Swati Nakshatra.pdf
AstroAnuradha
 
Deerfoot Church of Christ Bulletin 6 16 24
Deerfoot Church of Christ Bulletin 6 16 24Deerfoot Church of Christ Bulletin 6 16 24
Deerfoot Church of Christ Bulletin 6 16 24
deerfootcoc
 
Heartfulness Magazine - June 2024 (Volume 9, Issue 6)
Heartfulness Magazine - June 2024 (Volume 9, Issue 6)Heartfulness Magazine - June 2024 (Volume 9, Issue 6)
Heartfulness Magazine - June 2024 (Volume 9, Issue 6)
heartfulness
 

Recently uploaded (12)

Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...
Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...
Astronism, Cosmism and Cosmodeism: the space religions espousing the doctrine...
 
Is Lucid Dreaming Dangerous? Risks and Benefits!
Is Lucid Dreaming Dangerous? Risks and Benefits!Is Lucid Dreaming Dangerous? Risks and Benefits!
Is Lucid Dreaming Dangerous? Risks and Benefits!
 
English - The Book of 1st Samuel the Prophet.pdf
English - The Book of 1st Samuel the Prophet.pdfEnglish - The Book of 1st Samuel the Prophet.pdf
English - The Book of 1st Samuel the Prophet.pdf
 
Sanatan Vastu | Experience Great Living | Vastu Expert
Sanatan Vastu | Experience Great Living | Vastu ExpertSanatan Vastu | Experience Great Living | Vastu Expert
Sanatan Vastu | Experience Great Living | Vastu Expert
 
Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)
Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)
Monthly Khazina-e-Ruhaniyaat Jun’2024 (Vol.15, Issue 2)
 
Lesson 12 - The Blessed Hope: The Mark of the Christian.pptx
Lesson 12 - The Blessed Hope: The Mark of the Christian.pptxLesson 12 - The Blessed Hope: The Mark of the Christian.pptx
Lesson 12 - The Blessed Hope: The Mark of the Christian.pptx
 
Seminar on Music on the Liturgy Parish .pptx
Seminar on Music on the Liturgy Parish .pptxSeminar on Music on the Liturgy Parish .pptx
Seminar on Music on the Liturgy Parish .pptx
 
Trusting God's Providence | Verse: Romans 8: 28-31
Trusting God's Providence | Verse: Romans 8: 28-31Trusting God's Providence | Verse: Romans 8: 28-31
Trusting God's Providence | Verse: Romans 8: 28-31
 
Chandra Dev: Unveiling the Mystery of the Moon God
Chandra Dev: Unveiling the Mystery of the Moon GodChandra Dev: Unveiling the Mystery of the Moon God
Chandra Dev: Unveiling the Mystery of the Moon God
 
The Vulnerabilities of Individuals Born Under Swati Nakshatra.pdf
The Vulnerabilities of Individuals Born Under Swati Nakshatra.pdfThe Vulnerabilities of Individuals Born Under Swati Nakshatra.pdf
The Vulnerabilities of Individuals Born Under Swati Nakshatra.pdf
 
Deerfoot Church of Christ Bulletin 6 16 24
Deerfoot Church of Christ Bulletin 6 16 24Deerfoot Church of Christ Bulletin 6 16 24
Deerfoot Church of Christ Bulletin 6 16 24
 
Heartfulness Magazine - June 2024 (Volume 9, Issue 6)
Heartfulness Magazine - June 2024 (Volume 9, Issue 6)Heartfulness Magazine - June 2024 (Volume 9, Issue 6)
Heartfulness Magazine - June 2024 (Volume 9, Issue 6)
 

Consumer tribes and the benefits of marketing to them

  • 2. “A group with deep interpersonal connections built through shared experiences, rituals and traditions”  Occupy space physically. The tribe, or at least some of its members, can gather and perform rituals in meeting-places such as places of worship or public spaces These spaces are known as “anchoring places”
  • 3.
  • 4. Humans have a basic need to connect with others, share experiences, and develop relationships  Involvement with a tribe is an expression of self-identity  Belonging to a tribe can be very helpful in guiding one through life, as well as increasing happiness  Purely Social  Values + Social  Cultural + Social  Business + Social
  • 5. “Groups of people emotionally connected by similar consumption values and usage, who use the social „linking value‟ of products and services to create a community and express identity”  Relatively new concept, but one that has made a remarkable impact on marketing theory development
  • 6. A brand community is formed around supporting a particular brand or product  Brand communities are explicitly commercial, whereas tribes are not  Brand communities are concerned about the relationship between brand and consumer, whereas tribes focus on the relationship between consumers
  • 7. Social influences play a crucial role in an individual's consumption decisions  In addition to sharing moral values and opinions, consumer tribes also share consumption preferences  This provides opportunity for marketers to access a specific market segment and to create lasting loyalty through establishing both an emotional connection as well as a rational reason for commitment
  • 8.
  • 9. Lululemon was created to satisfy the need for the goods that people require in order to practice yoga: mats, clothing, water bottles and etc...  As the brand grew, so did its ability to lead the tribe. Lululemon‟s website now reads more like a yoga resource than it does a retail store  There is nothing on the website about features, benefits or purchase decisions
  • 10.
  • 11.
  • 12. The yoga connection is at the very core of lululemon:  sells high-quality yoga clothing  pays for employees to take yoga classes  holds its own classes five days a week at the head office “At the core, we‟re yoga both literally and figuratively. Yoga is so good for you. We feel it‟s a gift of health. If we can educate a customer on the benefits of yoga, we've made them a better person and the world a better place.” - Eric Petersen, lululemon‟s marketing director  In-store bulletin boards feature fliers advertising nearby yoga sessions  Lululemon employees, “educators,” are always happy to recommend their favourite instructor or answer any questions!  Supports local athletic communities by providing a research and development (clothing, mats, water bottles, etc.) discount to certified yoga instructors, personal trainers or coaches
  • 13. 1. Alexander, R. (2006). “Lululemon athletica in shape.” Brand Chanel. Retrieved from: http://www.brandchannel.com/features_profile.asp?pr_id=271. January 10, 2012. 2. Cova, B. and Cova, V. (2002). “Tribal marketing: the tribalisation of society and its impact on the conduct of marketing.” European Journal of Marketing, Vol. 36, No.5& 6, pp. 595–620. 3. Fournier, S. and Lee, L. (2009). “Getting Brand Communities Right,” Harvard Business Review, April, 105-111 4. Godin, S. (2009). “Seth Godin on the tribes we lead.” TED. Retrieved from: http://www.ted.com/talks/lang/en/seth_godin_on_the_tribes_we_lead.html. January 7, 2012. 5. Ivanauskas, G. (2009). “Seth Godin, tribes and brand communities”, Social Media Citizens. Retrieved from: http://www.smcitizens.com/2009/05/12/seth-godin-tribes-and-brand-communities/. January 9, 2012. 6. Mitchell, C. and Imrie,B. C. (2011). "Consumer tribes: membership, consumption and building loyalty", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 1, pp.39 – 56. 7. Rossi, G. (2008). “Tribes Q&A.” Retrieved from: http://www.slideshare.net/DigitalBranding/tribes-qa- presentation. January 7, 2012.