STRATEGIC FOCUS
This campaign will announce Lululemon’s new diffusion line. The Lime Line will consist of a selection of yoga-inspired pants and jackets at a lower price point than other Lululemon products. It will be more inclusive. The message is that a healthy lifestyle and athletic activity is right for everyone.
STRATEGIC MARKETING OBJECTIVE
The primary marketing objective is for Lululemon to attract a new, wider audience while stile maintaining its current customers. The secondary objective is to increase sales by 20% within 18 months. The tertiary objective is for Lululemon to recover from its previous negative attention tied to its brand being seen as overly exclusive.
SITUATION ANALYSIS
Lululemon has a cult following. Its primary…show more content… This has been proven to be detrimental to their health and cause them to give up on their healthy endeavors. Jeff Katula, PhD, an associate professor of health and exercise science at Wake Forest University says that "People often think they have to spend an hour at the gym or eat a diet full of hummus and superfoods, and when they can't attain that level they just give up and don't even try. He stresses that “every small step you take toward a healthier lifestyle matters.” (Health.com)
While women have always compared their bodies to one another and have had negative body image issues, social media have exacerbated this issue. In a 2014 study conducted by Glamour, out of 1,000 women between the ages of 18 and 40, 64 percent reported that “looking at pictures on sites like Facebook and Instagram makes them feel bad about their body.” Social media gives women a platform to obsess over appearances. (Sass)
THE…show more content… The average price for pants in the main collection is $98. Whereas the average price for jackets in the new collection will be $30 and the average price for pants will be $20.
COMPETITIVE POSITIONING
Lululemon stands apart from its competition because it is a “premium active brand,” and has a “distincitive retail experience,” “innovative design process,” “community-based marketing approach.” According to its 2014 Annual Report, Lululemon “stands for leading a healthy, balanced and fun life.” (Lululemon Athletica Inc.- 2014 Annual Report)
CHALLENGES
Lululemon has been accused of being exclusive. This is not only because of its premium prices but also because of its limited size options. However, Lululemon is also known for its inspirational lifestyle messages. The launch of a new more inclusive line combined with Lululemon’s already established health-focused image could help bring awareness to body image issues and help shift the negative body image conversation on social media to a conversation to one that is positive, empowering, and health-focused.
THE MESSAGES
CREATIVE
The single key message is Healthy can be universal regardless of price