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Lululemon Marketing Strategy

Introduction Marketing plays an important role in a company delivering high quality goods to target consumers. The marketing strategy of a company contributes to the quality management of a product, customer satisfaction, and company profitability. An example of a company with a strong and unique marketing strategy is Lululemon Athletic, focused on yoga-inspired athletic wear for women, founded by Chip Wilson in 1998. It has since expanded the Brand to sell merchandise for men and most recently female youth which is categorized as a separate brand, Ivivva, which operates as a separate entity with its own retail stores (Soni, 2014). Although Lululemon continues to grow profitably through its marketing strategy developed over the years, there are some changes that could be implemented to sustain and gain market share.
Lululemon’s Current State
Marketing goals and objectives When Wilson first created Lululemon Athletica, the objective was to create a community hub to promote people to live, longer, healthier, fun lives. Their goal was to train people on the retail floor so they could positively influence their families, communities and the people walking into the stores. Lululemon’s marketing strategy focused on the value delivering system, the entire experience the customer will have from obtaining and using the product (Keller and Kotler, 2016). To create a positive buying experience with sales people, the retail floor staff was trained to not only greet customers but to provide open and honest feedback to the customers when trying on the apparel which boosted the customer’s esteem and provided a positive experience. Outside of the 2013 incident regarding the sheer material of one of the pant products, Lululemon focused on the quality and performance of their material which allowed them