Lululemon — A Company that Truly Cares
Connecting a personal story to a brand is a huge seller in marketing strategies today. When I think of Lululemon, I instantly think of a brand that empowers people to live life healthy — to exercise, explore nature, and to conquer life in all aspects. This feature story, written by Lululemon Global Editorial Specialist, Alicia-Rae Olafsson, is a story about conquering the unknown through mental stability given by yoga.
Tyrone Beverly grew up in poverty in Denver, Colorado. Many of his days were left with the unknown thought of what the next meal would be and how to survive in a place surrounded by violence. The one place in his life that he was able to find peace is through yoga and nature. By getting himself involved in these activities he was actually granted the opportunity to teach yoga classes, where he surely could have become well-off financially. But instead, Beverly decides to give back by offering his community a place to find mental stability through yoga and talk about the social issues causing so much confliction. From millionaires, to police officers, to people in poverty — people from all walks of life were going to these yoga sessions.
What is most interesting about this story (and a commonality that I found in other Lululemon feature stories), is that nothing about Lululemon is mentioned. The story is not about how Lululemon clothes helped Beverly find his calling in yoga at all which is why I believe that this story is so authentic. Another way that the story appeals to be believable is that the writer of this story does a great job telling this story about Beverly, and also highlighting other people that found peace from going to his yoga sessions. However, within the story there is a subliminal marketing technique that highlights to the consumer what Lululemon as a brand is all about. What I can understand from this story is a deeper understanding of what Lululemon is about. In a sense, they are using Beverley’s story to tell their own. Not only do they support an active lifestyle, but also using it as a way to bring people together and to develop new ways of thinking about the world. For Beverly, his goal was to break down barriers and get people to talk about uncomfortable subjects in a mentally soothing environment.
After doing my research on other athletic company feature stories, something that I noticed about Lululemon is that they highlight people from all walks of life — not just professional athletes or people that work out all the time or even wear their clothes. What their blog shows is that they highlight individuals who embody Lululemon values. For this story in particular these values being innovation, initiative, and overcoming obstacles. On the other hand, when looking at brands like Nike and The North Face and Altheta much of what they feature in their stories is from professional athletes and fitness enthusiasts.
Another aspect that I found interesting about this story is that there is something written about the writer at the end as well. Alicia-Rae is noted as being a “DIY aficionado, and believes the beset and the most beautiful things in life are homemade.” It then continues to ask for you to “Follow her on Instagram and Twitter”, with the links to both of those social media platforms embedded in the text. By including this small tidbit about Alicia, it encourages people to learn more about her, which in turn keep consumers interested in the Lululemon brand.
The big takeaway that I learned from what Lululemon does with their blog and this article in particular is that it is not just about highlighting what the brand is about on the surface. What other brands could take away from this is that people (consumers) will find the brand more relatable when they highlight real people — not just celebrities or professional athletes. A company that cares about social issues in the world like Lululemon emphasizes their values and morals which will create a lasting impression of their brand on society.