Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 62 , 28 December 2023
Open
Access | Article
Precision Marketing Strategies and Business Operations Analysis of Sports Business Brands - A Case Study of Lululemon
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Abstract
Lululemon is an international sportswear brand founded in Vancouver, Canada, in 1998. The brand was founded by Chip Wilson, who laid the foundation for the brand's creation with his yoga-inspired fashion trend. With a focus on yoga, Lululemon opened its first store in Vancouver in 2000 and went public in 2007. Chip Wilson's marketing efforts played a significant role in the success of Lululemon. This study aims to analyze Lululemon's marketing strategies, focusing on the 'yoga' track to expand high-value potential customers and target the 'She Power/She Community'. The research adopts case study, comparative analysis, and text analysis methods to conduct a detailed investigation of Lululemon's marketing approaches by analyzing relevant literature and marketing cases. Compared to traditional sports brands, Lululemon places greater emphasis on the emotional experience of female users. This study will focus on the rise of 'She Power' and raise awareness of the potential of the Chinese female consumer market, highlighting the importance of 'people'. From brand philosophy to product design and event programs, the emphasis is on the emotional experience of 'people'. This research suggests that other companies can learn from Lululemon's marketing strategies to enhance brand awareness and sales performance through innovative and personalized approaches.
Keywords
market segmentation, brand positioning, product pricing, precision marketing
References
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2. Zhong Chuhan, Jiang Zheng. (2023). Lululemon achieves growth in the Chinese market, with local competitive brands entering rapidly. China Business Daily. Retrieved from https://doi.org/10.38300/n.cnki.nzgjy.2023.000930
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-225-1
- ISBN (Online)
- 978-1-83558-226-8
- Published Date
- 28 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/62/20231296
- Copyright
- 28 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited