Integrated Marketing Communications is the process of creating mutually beneficial relationships with employees, customers, and the public. These relationships are created by developing a brand message that is unified and consistent across all media and communication channels utilized by the brand. There are many components that make up IMC that include: advertising (traditional and digital), sales promotion (in-store and online), personal selling (face to face), direct marketing (traditional and digital), and public relations.
About Lululemon
Lululemon is a yoga-inspired, technical athletic company for men and women. Originally a yoga apparel company in Canada, Lululemon was founded in 1998 and came to America in the early 2000s. Since then,
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The company has 655 stores in 18 countries where it sells high-quality fitness and lifestyle gear. Lululemon claims its purpose is to “elevate human potential by helping people feel their best,” and its vision is to “create transformative products and experiences that build meaningful connections, unlocking greater possibility and wellbeing for all” (Lululemon). All this being said, Lululemon’s core values include personal responsibility, connection, inclusion, courage, and having fun. Being able to incorporate all of these values into its marketing strategies is what has made Lululemon so successful.
Lululemon’s IMC Strategy
Overall, Lululemon has a very strong and effective IMC strategy and does a good job at ensuring it carries a consistent message throughout all aspects of its company and brand. The brand’s message is centered on helping, encouraging, and motivating its customers to “live a life of health, wellness, and endless possibilities” (Lululemon). This message centered
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The use of similar URLS and usernames to access Lululemon’s many social media platforms makes it easier for consumers to find the brand (Instagram: @lululemon, Twitter: @lululemon, Website: lululemon.com.au, Facebook: Lululemon, YouTube: lululemon). The company is constantly keeping its socials updated with new content so that the brand is always present in customer’s daily lives.
Instagram has Lululemon’s largest audience, with 4.5 million followers. The content on its page ranges from professionally shot pictures and videos to user generated content. The feed focuses on its gear and enforces the company’s purpose of helping people look and feel their best. These posts often reveal the benefits of the products, like how great they make the consumer feel while exercising. The page also has inspirational posts that deal with health motivation and social concerns, two things the company values. Lululemon also engages with consumers through its user generated content by encouraging customers to use #thesweatlife in its posts about Lululemon. Through this, consumers feel a part of the Lululemon community; there are currently 1.5 million posts that are using the