| Issue |
SHS Web Conf.
Volume 220, 2025
2025 2nd International Conference on Language Research and Communication (ICLRC 2025)
|
|
|---|---|---|
| Article Number | 03001 | |
| Number of page(s) | 6 | |
| Section | Cultural Communication, Brand Marketing, and Media Strategies | |
| DOI | https://doi.org/10.1051/shsconf/202522003001 | |
| Published online | 13 August 2025 | |
Analysis on the Development of Lululemon Brand Strategy
Milton international school, 266000 Chenganmal Kayar Main Road, Qingdao, China
* Corresponding author: hr.service@miltonqd.com
In the process of changing the sportswear industry from functional orientation to lifestyle, Lululemon has broken through the vertical track of yoga and grown into the third sports brand with global market value by its unique brand positioning and community marketing strategy. Lululemon seized the double opportunity of the popularization of yoga and the rise of the “Athleisure” (sports leisure) trend and cut into the market with “high-end yoga clothes”, redefining the consumption logic of sportswear-upgrading from a single functional demand to a lifestyle carrier of “self-expression and community belonging”. By analysing the market positioning and brand strategy of Lululemon brand, this paper points out the importance of digital marketing, puts forward suggestions for the future marketing strategy and development direction, and gives a reference for the development of other brands.
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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