Lululemon — A Big Competitor in Products & Branding & Marketing

In August 2021, Lululemon launched its biggest global ad marketing campaign around the idea of “feel”, and it creates a wide-ranging creative platform so Lululemon can put some marketing effort on this campaign.

This campaign caused great discussion and influence in Lululemon’s global scope. Lululemon has loyal retail fans. At the same time, Lululemon expects to convey its brand attitude and voice to its loyal consumers. And build brand awareness for potential customers.

Last year, Lululemon ran an ad for “a Woman’s Foot”, which marks a more focused approach on a specific or activity, under this campaign, this 75-second “A Woman’s Foot” was released on online media, such as social media , and broadcast TV in New York, Houston, Chicago. At the same time, Lululemon also released product-focused OOH ads early to attract fans’ interest in this new product.

This campaign is more focused on women, rather than Lululemon and their agency in the past, providing campaigns and advertisements for the comfort and feelings of men and women. The target audience of Lululemon’s ad is women. What I can clearly see is that Lululemon’s advertisement subdivides its branding content into female groups.

When Lululemon makes its advertisements clear and concrete, people will be more emotionally and behaviorally inspired. For example, when a content writer talks about men and women, as a viewer and/or listener, there is not a strong sense of being called. But if the content of the campaign is specially made for women, I will be more likely to be inspired, triggered, and called. Because I am physically and mentally a woman, and I am also proud of being a woman. If I see this ad, I will think that the maker of this ad is talking to me.

According to this psychological situation, I would give back any emotional or behavioral reflection to the branding. And This is what branding wants, this is what Lululemon wants.

More, This ad does not violate the theme of the biggest global marketing campaign they put forward in the past, and the ad is included in the biggest global marketing campaign, intending to establish the connection between the word “Feel” and “Lululemon”. And the purpose of this advertisement is also aimed at female consumers to deepen the connection. So I think the ad was a success.