Lululemon: Lifestyle or Branding Strategy? An iconic brand: activewear and fashion combined. A brand that has emerged as a cultural sensation and has redefined our perception of athletic clothing. This brand has revolutionized the athletic wear industry, inspiring millions to live an active and mindful lifestyle. Lululemon is a Canadian athleisure company, founded in 1998. This brand has a strong emphasis on sustainability and a loyal consumer base that they have created. Through its use of three branding strategies, Lululemon portrays a brand that is promoting a sustainable, active, and mindful lifestyle that consumers associate with their brand.
One branding strategy Lululemon uses is a powerful brand identity through an efficient mission
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Apple uses this strategy by letting there be a feeling of simplicity and elegance when a customer is opening a brand new iPhone, lifting the lid of a new MacBook, or simply walking into an Apple store to purchase a charger (Vilner). Lululemon strives to create a joyous feeling when purchasing their products. First, on Lululemon’s website they note: “We are actively looking at ways to improve the materials from which they're made along with other opportunities to reduce environmental impacts” (Lululemon). Lululemon's product packaging reflects their commitment to environmental sustainability and energy conservation, sending a message to consumers that they prioritize caring for the natural world, enabling people to enjoy adventures while minimizing their environmental impact. In addition, they do not waste materials and have many ways of disposing clothing that are not harmful to the environment: “Through internal initiatives and great partnerships, over 90% of our damaged and excess products are resold, donated, or recycled” (Lululemon). By choosing Lululemon over other athletic wear brands, this makes consumers feel like they are playing a part in environmental conservation efforts, reflecting their decision and values. This makes consumers feel happy about purchasing a product that uses eco-friendly packaging. Finally, when an individual buys a lululemon product in store, a reusable tote bag is given to them with their purchase which can be used for multiple things (Lululemon). This sends the message to consumers that Lululemon cares for the environment and has come up with innovative environmentally-friendly ideas for their packaging. Overall, this brand’s packing and product design has brought them a successful brand that gets their message across to