Lululemon targets two main audiences - a primary audience of active lifestyle enthusiasts aged 25-40 who seek high quality, fashionable fitness clothing, and a secondary audience aged 18-45 who want comfortable casual clothing. Lululemon focuses on word-of-mouth marketing and engages customers on social media by promoting an active lifestyle rather than products. It tailors social media content to different audiences like yoga, running and general fitness while maintaining over 1 million followers on most platforms.

1. Lululemon
PERSONA ASSIGNMENT
BRIANNA EDWARDS

2. Table of Contents
EXECUTIVE SUMMARY…................................1
TARGET AUDIENCE….......................................4
VENN DIAGRAM…............................................6
Target Audience..............................................7

3. Executive Summary
History
Lululemon started in 1998 by Chip Wilson in Vancouver, Canada.
Lululemon is a yoga inspired clothing line. Since 1998 ,the brand has
branched out to attire designed for any workout activity.
PRODUCTS
Lululmeon sells mostly fitness attire and accessories for men
and women, including sports bras, shorts, leggings, water bottles, yoga
mats and shirts. More recently, Lululemon has begun expanding their
products by adding outwear, and growing their men’s collection. All of
Lululemon’s products tailored for people with active lifestyles.

4. MARKETING
According to Lululemon’s community manager, Nina Gardner, Lululemon doesn’t
do advertisements. “The only place you’ll see ads is in ‘Yoga Journal’ and ‘Runner’s World,’
two national publications” says Gardner. Leaving the marketing efforts being executed by
word-of-mouth. Their strategy involves making a connection with the customer, which then
leads that customer to generate buzz to their friends. Lululemon employees are encouraged
to discuss fitness goals and working out with customers in store, and take in customer
feedback. The reusable Lululemon bags given to each customer after a purchase serve as
conversation starters and a reflect the positive values and messages associated with the
brand. Lululemon also engages their customers as well by hosting free yoga sessions in stores
and making fitness trainers and yoga instructors ambassadors of the brand.
Executive Summary (continued)

5. SOCIAL MEDIA
Because they do not do ads, Lululemon has had to become exceptional social media
marketers. They engage their audience by not promoting their products but a lifestyle. They
promote an active, healthy life style on all their platforms but they tailor the content to their
respective audience. For example, on Lululemons Facebook and twitter pages, posts focus on
healthy lifestyle tips, inspirational quotes and community campaigns, things that are easily
shareable and provides relevant information to the public. Also, each Lululemon store has
their own Facebook page to further narrow down relevant content for their customers. On
Lululemon’s Pinterest page there are boards for their each of their audiences, runners, yogis
and general workout enthusiast. There’s also style and travel inspiration boards too, offering
a lot of easily navigable content to their audience. On all social media outlets Lululemon has
a large following, except YouTube. The content that is posted on YouTube is not always
shared through their other platforms because its content is more specifically focused on
yogis and runners.
Pinterest: 2.1M
followers
YouTube: 39,687
subscribers
Instagram: 1.6 M
followers
Facebook: 1.6 M
likes
Twitter :862 K
followers
Executive Summary (continued)

6. Target Audience
PRIMARY
o25-40
oMale and Female
oMiddle-upper
middle class
oActive lifestyle
oWant
fashionable, and
high quality
fitness attire
SECONDARY
o18-45
omale and female
oestablished income
ousually busy/on-
the-go
owant comfortable
and fashionable
clothing to-do
everyday activities in
owant to be seen as
if they lead an active
lifestyle

7. Target Audience (continued)
Lululemon’s target audience are people who could potentially be ambassadors for them. They live
active lives and their values align with the brand. These people are established in their careers and
have the money to spend on Lululemon’s products. The secondary audience is much broader and
targets people who desire fashion and comfort in their clothing, while having the perception that
they lead an active life. Unlike the target audience, these people do not choose Lululemon because
they have the same values as the brand. Instead, they are looking for a brand that is more
fashionable.
The main characteristic between the primary and secondary audience is the need for comfort.
Lululemon has multiple lines of patented fabrics that promote comfort while doing any activity.
Their clothing can be worn as casual or fitness attire, which is appealing to both target audiences.

8. VENN DIAGRAM
People who are
interested in
Lululemon
People who are
interested in
learning about
Lululemon
People with
enough money to
buy Lululemon
Primary TA:
The Yogi
Secondary TA:
The Basic Sorority
Girl
Primary TA:
The Trendy
Trainer
Primary TA:
The Marathon Runner
Secondary TA:
The Globetrotter
Secondary TA:
The Busy Mommy

9. Primary Audience

10. The Yogi
Pain points
o Making time to meditate
o Global warming and environmental irresponsibility
o Pushing past my mental and physical limits
Motivations
o Green smoothies
o Generating a sense of unity through yoga
o Clarity of mind, body and soul
Goals
o Maintain a healthy lifestyle
o Hitting the perfect crow pose
o Becoming more flexible
Behaviors
o Hot yoga, Brikam yoga and Asthana yoga,
o Being one with nature
o Meditating
o Looking up new yoga positions
CLIENT: Luluemon
PERSONA: The Yogi
NAME: Dianna
TYPE: Conversationalist
ROLE: Yoga Instructor
“Yoga is my life. Sometimes I will teach 4 or 5 classes a day,
so I am always looking for breathable, stretchy, and high
quality clothing to wear for classes. I am constantly posting
photos of my self doing new yoga positions so, having
fashionable yoga attire is a must!”

11. Goals
o Build an even better body
o Make more money
o Create innovative and diverse workout plans
Behaviors
o Working Out
o Eating healthy
o Playing often with his Australian Shepard
Motivations
o His own great physique
o Personal success
o Comfort & Style
Pain points
o Business attire
o Meeting with clients
o Cutting (reducing body fat)
The Trendy Trainer
CLIENT: Luluemon
PERSONA: The Trendy Trainer
NAME: Jason
TYPE: Creator
ROLE: Personal Trainer
“I am a currently running my own personal training
business and I am doing very well. I am constantly
promoting my business and my personal progress on
social media and now I am being approached by several
supplement companies to be an ambassador for their
brands. I live my life in the comfort of workout clothes,
but when I meet with potential clients I need to look
both professional and athletic.”

12. Motivations
o Making it to the finish line
o Running faster
o Having fun
Goals
o Run at least 3 marathons this year
o Participate in a Warrior dash
o Pushing physical limits
Behaviors
o Running marathons and half marathons
o Snuggling with her cat, Marigold
o Sharing runs and accomplishments with family
and friends
Pain points
o Lifting weights
o Early morning runs
o Finding running leggings that stay put, and don’t fall off
while running
The Marathon Runner
CLIENT: Luluemon
PERSONA: The Yogi
NAME: Candace
TYPE: Conversationalist
ROLE: Teacher
“I love running and participating in marathons. I post my runs
and share my marathon times on Facebook religiously to keep
myself accountable. I am a very fit person and sometimes my
running leggings or running shorts begin falling off of me after
mile 3! I want to be fashionable while I run, but it's hard finding
running attire that fits.”

13. Secondary Audience

14. The Basic Sorority Girl
Motivations:
o Being comfortable
o Get good grades (so parents can give me more
money/graduate)
o Starbucks
Goals :
o graduate college,
o Going out with friends,
o Looking cute so her hot English professor will
notice
Behaviors:
o Drinking Starbucks on the regular
o Instagraming the perfect pictures with friends
o Netflix
o Occasional studying
Pain Points:
o Juggling life, school studying, and money without my
parents
o Trying to find time to work out and eat right
o The large amount of school work professors give you
CLIENT: Luluemon
PERSONA: The Basic
Sorority Girl
NAME: Paige
TYPE: Spectator
ROLE: Student
"I am a sophomore college student, and I am constantly on the struggle bus. I just throw
leggings or a comfy t-shirt to go to class, since I usually wake up 15 minutes before class
starts. I'm trying really hard to stay on top of things eat healthily get good grades and
stuff, but I just get so distracted! Like, I'm SOO distracted by my hot English professor.
On Tuesdays and Thursdays, I try to find my cutest pair of leggings so maybe he'll
notice."

15. Behaviors
o Running errands
o Cooking and cleaning
o Hosting book clubs
o Pinning on Pinterest
Goals
o Being a good parent
o Being comfortable but fashionable when running
errands
o Encourage my family to lead a healthy lifestyle
Motivations
o Family
o Appearance
Pain points
o Staying in shape
o Finding time for herself
o Misbehaving children
The Busy Mommy
CLIENT: Luluemon
PERSONA: The Busy Mommy
NAME: Lisa
TYPE: Joiner
ROLE: Stay at Home Mom
"I run errands with my twin four-year-olds every day and most times they
are a HANDFULL. I am always chasing them around grocery stores or malls.
The only time I get to myself is when I drop them off at pee-wee soccer. I
love them this young, but I cannot wait until they go to school.”

16. Motivations
o Experiencing new cultures
o Living in the moment
o Meeting people
Goals
o Backpacking through India
o Speak at least 3 different languages
Behaviors
o Paddle boarding
o Hiking
o Going to exotic places
o Mountain climbing
Pain points
o Packing light
o Intolerant people
The Globetrotter
CLIENT: Luluemon
PERSONA: The Globetrotter
NAME: Eli
TYPE: Collector
ROLE: International Financial
Consultant
"My profession allows for me to have A LOT of vacation time. I travel the world
anywhere between 3-7 months out of the year. Usually, try to pack light during travel
but sometimes it's difficult. You never really know where you're going to go, who
you're going to meet, or how much you will travel by foot. Clothing that is
comfortable, casual and can easily mix and match with my minimalistic style is always
what I am looking for."

17. Resources
Hum, Samuel. "4 Tactics Lululemon Uses to Leverage Word-of-Mouth For Their Brand - Word-of-
Mouth and Referral Marketing Blog." WordofMouth and Referral Marketing Blog. N.p.,
2016. Web. 18 Sept. 2016.
Drell, Lauren. "5 Fitness Brands Kicking Butt on Social Media." Mashable. N.p., 2012. Web. 18 Sept.
2016.
http://shop.lululemon.com/designs/_/N-1z13xjmZ1z140xk?mnid=mn;en-CA;inspiration;design;fabric-+-
technology
https://twitter.com/lululemon
https://www.facebook.com/lululemon
https://www.instagram.com/lululemon/
https://www.youtube.com/user/lululemon
https://www.pinterest.com/lululemon/