Lulu Lemon: Brand Positioning Case Study

Go to your local coffee shop on a weekend and you’ll notice a pattern.

Yoga pants, running shoes, shorts, and other forms of athleisure everywhere.

Some of those people might actually be on the way for a workout, but for the most part this is thanks to a movement started by luxury activewear brand, Lululemon. 

They’re the subject of this week’s brand breakdown. Let’s get into it…

💼 The Brand: Lululemon

Founded in Vancouver, Canada in 1998, lululemon athletica is “a technical athletic apparel company for yoga, running, training and most other sweaty pursuits.”

Chip Wilson birthed the Lululemon concept as a yoga practitioner. He realized there wasn’t any apparel specifically designed for the constant sweating and stretching of yoga. So he got to work on the concept. 

He went from selling his apparel to local yoga studios to growing it into a global brand.

💛 The Heart (Mission & Vision)

Lululemon isn’t just an expensive “yoga pants” brand. It’s a community and collective.

This is largely due to its vision of “Elevating the world from mediocrity to greatness” and its mission of “Providing components for people to live a longer, healthier, and more fun life.”

The expensive apparel isn’t just a fashion choice. For those who wear it, it’s a representation of their athletic aspirations.

👤 The Head (Strategy & Positioning)

Spending $97 on yoga pants might seem crazy to some, but it’s core to Lululemon’s strategy. They’re not selling a “fast fashion” item. They’re selling quality and consistency to people who are willing to pay for it.

They cater to customers who are not just looking for athletic wear but also seeking a community of like-minded individuals who value health, wellness, and personal growth.

By pricing well above other brands, Lululemon has become known as the leader in its category.

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✋ The Hands (Tactics)

Now, let’s get practical… here’s how Lululemon carries out its strategy:

• Employees at Lululemon aren’t called salespeople. They’re referred to as “educators” instead. This is because of how they’re trained to educate customers on all the technical aspects of the apparel.

• Lululemon offers fitness classes and workouts, not just apparel. To carry out its vision of being a true lifestyle brand, Lulu has partnered with dozens of fitness instructors who provide virtual training. 

• Store placement and in-store experience is as meticulous as it gets. You won’t find a Lululemon store just anywhere. Lululemon places a major emphasis on creating an in-store experience that goes beyond just shopping for clothes. The company's stores are placed in high-income shopping areas and often include spaces for yoga classes, fitness workshops, and community events, which help to foster a sense of community and connection among customers.

• Lululemon prints its brand manifesto on its shopping bags. With aspirational statements like “Do one thing a day that scares you” and “Friends are more important than money” — customers are reminded the brand is about more than just the apparel.

How You Can Steal Their Strategy

Choose Your Words Wisely. Lululemon is intentional with all aspects of its brand, but it takes things to another level when it comes to its language.

You might not want to call your employees another name or print a manifesto on a bag like Lulu, but there are other ways you can bring attention to what you care about.

Whether it’s your social media banner, your website tagline, or your about page — be sure to speak to the specific characteristics that make you, YOU.

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