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Lululemon Branding Strategy
- 1. Genevieve Nixon Vanessa Mileto KalynaMiletic John Jun Hyuk Han Joseph Han Nim Jang
- 2. The History ofLululemon • Founded by Chip Wilson in 1998 • Inspired by Yoga • Technical, high-quality fabrics • Create a community and positive lifestyle • Hypothesis… History Brand Inventory Brand Exploratory Recommendations
- 3. Brand Inventory • BrandPositioning • Brand Elements o Logo, Manifesto • Marketing Mix o Luon • Secondary Associations o Brand Ambassadors History Brand Inventory Brand Exploratory Recommendations Lululemon Nike Tuff Athletica Under Armor Adidas Reebok Talula National Athletic Saucony Diadora Positioning Map High Low Low Price High
- 4. Brand Exploratory History BrandInventory Brand Exploratory Recommendations
- 5. Brand Exploratory History BrandInventory Brand Exploratory Recommendations
- 6. Comfortable Nice Fit Fabric and Material Design Premium Brand logo Expensive Quality Flexibility Feminine Colourful Motivation Sophisticated Image Performance Accomplishment ImpressOthers Self-esteem Belonging Self- actualization History Brand Inventory Brand Exploratory Recommendations
- 7. Recommendations 1) Viral marketingcampaign – talkhealthy.com 2) Grassroots men’s wear project 3) Spokesperson Initiative –Joe Thornton, Martin Havlat, Ryan Getzlaf, or Tim Thomas History Brand Inventory Brand Exploratory Recommendations
- 8. Recommendations Short Term –0-6 months 6 months – 1 year Evaluate Spokesman Opportunities Timeline Hire Graphic Designer for Website Hire Models 1- 2 years Develop website to coincide with brand Evaluate project based on performance criteria Source merchandise for models Conduct 2 week model pilot Site Launch Gather Content for discussion on site as well as experts to provide insights on open forum discussions Monitor Results using Performance Metrics for all projects Sign Contract with Spokesman Launch Advertising Campaign for Spokesman Modify and Rerun grassroots effort as deemed necessary History Brand Inventory Brand Exploratory Recommendations
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