The Analysis of the Core Value and Marketing Strategy of Lululemon

Abstract

Lululemon holds offline activities designed for different types of activities for sports lovers to communicate with each other and acquire professional information from specialists in the sports field. This paper is going to discuss Lululemon’s actions on promotion of sales, representative marketing strategies, and an additional assessment of all strengths, weaknesses, opportunities and threats aspects. In order to obtain a relatively objective perception of the core values of the brand and the effectiveness of the strategies used by Lululemon, a questionnaire is conducted to collect quantitative data on these points. Despite the original and utility designs of its products, the commitments such as sustainability and realization of racially diverse representation contribute to the purchase of products and the irreplaceable status taken up by the brand in the market, especially yoga apparel and equipment. It is also evident that Lululemon has succeeded in receiving stable revenue with the help of directly operated websites after the pandemic outbreak, which can be considered a threat to other competitors. During the SWOT analysis, the great potential of the firm activated by factors including its solid relationship with customers and the interpretation of the brand’s core values while promoting products are shown, accompanied by its existing weaknesses and the threats posed to the brand by its competitors in the industry. Recommendations, including using big data to analyze detailed characteristics of targeted customers, are also introduced.