Lululemon Athletica, Inc. is a luxury exercise apparel company that is known for being successful at marketing a lifestyle instead of just their products. They offer pants, tops, shorts, jackets, and many accessories for consumers to wear while participating in fitness activities such as running or yoga. Much of the company’s products is aimed towards women, but over time, they have begun marketing towards men and children. “Athleisure” is a term that has spread through modern day culture and Lululemon encompasses this trend through their focus on lifestyle and selling gym-to-everyday wearable clothing. Activewear represented 17% of the apparel market in 2016 and continues to grow at a steady rate. In the present-day world where social media is king, it is not hard to believe that millennial activewear shoppers are 78% more likely to purchase products …show more content…
Marketing communications represent the voice of the brand and are a means by which the brand can establish a dialogue and build relationships with consumers.” Lululemon has captured the booming athleisure market and uses integrated marketing communications to draw in loyal customers and create brand equity mainly through their packaging, social media, and brand ambassador program. Their company manifesto is a collection of inspirational messages that appear on their shopping bags and centers itself on health and mindfulness with phrases such as “Creativity is maximized when you are living in the moment,” and “Your outlook on life is a direct reflection of how much you like yourself.” After a consumer purchases a Lululemon product, they have the reusable shopping bags remind them of this manifesto and are encouraged to incorporate them into their own lifestyles, along with exposing these messages as an advertisement to the