Lululemon case study: A retail experience built around yoga

Email

Phone

Follow us

Our book

Brand Toolkit

Lululemon is a global activewear brand that has successfully built a strong brand culture around its community-driven retail experience. Our Lululemon Case Study will show how the brand’s unique approach to retail has helped it to establish a loyal customer base that has become a part of the brand’s identity. In this article, we will take a closer look at Lululemon’s community-driven retail experience and how it has helped the brand to create a strong brand culture. At the heart of the brand is Lululemon yoga, whether it is their clothing or commitment to yoga classes. 

Lululemon case study Lululemon yoga

The origins of Lululemon:

Lululemon was founded in 1998 by Chip Wilson in Vancouver, Canada. The brand started out as a yoga clothing store and quickly gained popularity among the local yoga community. Wilson had a passion for yoga and believed that there was a need for high-quality, functional yoga clothing. The brand’s first store was a small space in Vancouver that quickly became a hub for the local yoga community.

Lululemon is a community-driven retail experience

Lululemon’s community-driven retail experience is based on the belief that the brand is more than just a clothing company. The brand sees itself as a community that is built around a shared passion for yoga and an active lifestyle. This belief is reflected in the brand’s retail experience, which is designed to create a sense of community among its customers.

At Lululemon stores, customers are greeted by knowledgeable staff who are passionate about yoga and the brand’s products. The stores are designed to create a welcoming and relaxed environment where customers can connect with each other and with the brand. The brand’s community-driven retail experience is not just limited to its physical stores. Lululemon also has an online community where customers can connect with each other and with the brand.

To bring our Lululemon Case Study to life, above is one of their stores with all the Lululemon yoga clothing.

Building a strong brand culture for Lululemon

Lululemon’s community-driven retail experience has helped the brand to create a strong brand culture. The brand’s customers are not just buying products; they are buying into a lifestyle and a community. This has helped to create a sense of loyalty among the brand’s customers, who see themselves as part of the Lululemon community.

The brand’s strong brand culture is also reflected in its marketing campaigns. Lululemon’s advertising campaigns are not just about selling products; they are about promoting a healthy and active lifestyle. The brand’s ads feature real people who are passionate about yoga and living an active lifestyle. This approach to marketing has helped the brand to connect with its customers on a deeper level.

Brand templates for retail brands

Elevate your brand strategy with our powerful templates.

Our brand toolkit for B2B brands is our most comprehensive template helps you communicate your brand plans, brand positioning, business review and creative briefs.

Our brand plan template  offers slides for vision, purpose, analysis, key issues, strategies, and execution plans, ensuring a thorough approach to your brand’s development. The brand positioning template guides you through defining your target profile, crafting a brand positioning statement, and developing a unique brand idea, concept, values, story, credo, and creative brief. Finally, our business review template provides slides for in-depth analysis of the marketplace, customers, competitors, channels, and your brand.

Choose the right template for your business needs

Events like the Parliament Hill yoga classes are a powerful expression for the brand.

Our Lululemon case study is centerd around their commitment to yoga. At the core of Lululemon’s brand DNA is yoga, and they share many of the same functional and emotional balances that we see in yoga. And now, there’s a growing movement in Ottawa, Canada with free Lululemon Yoga classes on Canada’s Parliament Hill that has attracted crowds of up to 5,000 people. What a great event.

To bring our Lululemon Case Study to life, above is a Lululemon Yoga class on at Parliament Hill in Ottawa.

Every Lululemon store offers free yoga classes. They close down the store, throw down the mats and go to it. Lulu has also come up with innovative “pop up” Yoga classes and has an on-line program called “Gift of Yoga” with 20 minute yoga class videos on you tube.

Lululemon has been staying true to the Brand DNA and has carefully expanded the brand without going too far, too fast. As a result of being authentic the brand, Lululemon has managed to connect powerfully with their consumers. Without a lot of advertising spend, Lululemon’s success comes from word-of-mouth and experience with the brand.

Instructors come from the local Lululemon store and encourage yogis of all age and skill.

The idea started six years ago as a true grass-roots movement with six people taking their yoga mats up to Parliament Hill. Classes are every Wednesday, from 12 noon to 1pm throughout the summer. So get out there! While most brands expand with a focus on revenue now and profits later, Lululemon has done it the smart way, seeing profit margins going up steadily during the growth. That’s a sign of a powerfully connected brand and intelligent brand expansion that other brands can learn from. 

To bring our Lululemon Case Study to life, above is a Lululemon Yoga class on at Parliament Hill in Ottawa.

The impact of Lululemon's community-driven approach on the brand culture

a. Creating a sense of belonging:

At the heart of our Lululemon case study is their community-driven approach has helped to create a sense of belonging among its customers. By offering activities and events that are open to everyone, Lululemon has created a welcoming environment that fosters inclusivity and diversity. This sense of belonging has helped to build a strong community around the Lululemon brand.

b. Fostering customer loyalty

Lululemon’s community-driven approach has also helped to foster customer loyalty. By creating a sense of community and belonging, Lululemon has built a strong emotional connection with its customers. This emotional connection has helped to create a loyal customer base that is more likely to purchase from the brand again and recommend it to others.

c. Inspiring a healthy lifestyle:

Finally, Lululemon’s community-driven approach has inspired a healthy lifestyle among its customers. By promoting activities, such as yoga and running, Lululemon has encouraged its customers to prioritize their physical and mental health. This focus on wellness has helped to create a culture of healthy living that

To bring our Lululemon Case Study to life, above is a Lululemon Yoga class in one of their stores.

Marketing Excellence

We empower the ambitious to achieve the extraordinary.

Without a doubt, our role at Beloved Brands is to help the ambitious marketers who are trying to improve their marketing skills. Most importantly, we will prepare you so you can reach your full potential in your career. You will learn about strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. As well, we provide a suite of marketing tools, templates that will make it easier to do your job, processes that you can follow, and provocative thoughts to trigger your thinking. 

Have you gone through an assessment of the marketing skills of your team? Take a look below:

The fundamentals of marketing matter.

Our Beloved Brands marketing training programs cover different streams to suit the type of marketer you are. For instance, our marketing training covers consumer marketing, B2B marketing, and Healthcare marketing. 

The marketing fundamentals that we show in this article are part of what we use in our marketing training programs. Ambitious marketers will learn about strategic thinking, brand positioning, brand plans, marketing execution, writing creative briefs, advertising decision-making, marketing analytics, and marketing finance

Importantly, when you invest in our marketing training program, you will help your team gain the marketing skills they need to succeed. Without a doubt, you will see your people make smarter decisions and produce exceptional work that drives business growth. 

Finally, I wrote our Beloved Brands playbook to help you build a brand that your consumers will love. If you are a B2B marketer, try our B2B Brands playbook. And, if you are a Healthcare Marketer, try our Healthcare Brands playbook.

We designed our brand templates to make it easier for you to do your job.

Moreover, we provide brand templates that help you run your brand. For instance, you can find templates for marketing plans, brand positioning, creative briefs, and business reviews. Altogether, we offer brand toolkits with all the presentation slides you need. 

Beloved Brands video

Everything a Marketing must know about.

Importantly, Brand leaders need to know how to think, define, plan, execute and analyze with the best of them. Moreover, while the brand leaders don’t really know how to do anything, they are looked upon to make every decision. Have a look at our five minute video on everything a marketer must know. To read more, click on this link: Everything.

To view, use the ▶️ controls to play or volume buttons 

If you are looking to make your marketing team smarter, we can help. To get started, email Graham Robertson at [email protected]

Learn from these brand case studies

Explore how these real-world examples demonstrate the effectiveness of our brand management tools. Click on the logo to read the case study.

To read our case studies, click on the brand logo you want to read more about.

Beloved Brands logo

Graham Robertson

Email us

Call us

Follow us

Our book

Brand Toolkit

Beloved Brands Marketing Training Video

Elevate your team’s performance with our marketing training. The smarter they are, the greater your brand growth will be.

Our Best Posts for Beloved Brands blog

Click to read more

Sample Chapter of Beloved Brands

Use the X for full view and > to turn to the next page

5/5

The cheat code for Brand Managers

It is without a doubt, the most practical book for those who want to follow brand management that I have ever read in my life! Beloved Brands is written by a real, experienced marketeer for marketers. 

5/5

I have Brand Love for Beloved Brands!

As a 24-year marketing veteran at a Fortune 100 company, I thought I knew everything I needed to know about building brands. Graham has an amazing gift of bringing to life the critical elements of brand building and management in a delightful, easy-to-understand way. 

5/5

Beloved Brands is a phenomenal book

I know other brand managers who have used this to review their business and create their annual brand plans. Undeniably, Beloved Brands is phenomenal in concept and execution. Highly recommend.

Brand Toolkits

Brand Case Studies

As a marketing professional, you can learn from what some of the best brands have been doing. We use case studies to showcase the fundamentals of marketing.

Video on our Beloved Brands Mini MBA

Our video lessons

Everything a marketer must know how to do

To view, use arrows or click to go to YouTube.

How to build your brand positioning

To view, use arrows or click to go to YouTube.

Beloved Brands graham robertson

Contact Information

Graham Robertson

Email: [email protected]

Phone: 416–885–3911

Search our site for any marketing topic

M a r k e t i n g    B o o k

beloved brands

the playbook for how to create a brand your consumers will love

With our Beloved Brands playbook, you will learn to think strategically, define your brand positioning, write a marketing plan, make execution decisions, and analyze your brand. Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that 89% of online reviewers have rated Beloved Brands a 5-star. As a result, Beloved Brands has been a #1 bestseller in brand management. We also have the B2B Brands playbook and our Healthcare Brands playbook

Marketing Training

The smarter your team, the better the results you will see!

As a marketing team leader, you know that your team’s success is essential for your company’s growth. Our Beloved Brands marketing training gives your team the skills they need to make strategic decisions, produce exceptional work, and drive business growth. They will learn to define brand positioning, write effective plans, improve brief writing, make informed execution decisions, and analyze their brand’s performance.

We have designed our marketing training program to build the fundamental skills to help your team reach their full potential. We will work with your team to help them learn to take on Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. 

Brand Toolkit
Beloved Brands Popup
Beloved Brands Mini MBA