From Transaction to Co-creation: A Study on Influencing Factors of Consumer Value Co-Creation Willingness in Lululemon Brand Community

School of Journalism and Communication, Department of Oral Communication, Nanchang University, Nanchang, China

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Abstract

Lululemon is a Canadian sportswear brand,which by focusing on building brand communities and giving more weight to the experience of customers,achieved good results for its brand value,market capitalization and sales.Drawing on the experiences and communities of the people, this paper will explore how to lead them to become active creators of values rather than passive consumers.Lululemon has switched from the old model of aiming for consumer purchases to a new co-creation mode, built community stores, formed emotional links with products through product educators, and promoted the concept of “Sweat It Life”. It provides some practical suggestions for the operation of brand communities:Now it is no longer just about selling products，one should create a sense of belonging and identity through co-creation, build a model of “scenario interaction - digital dissemination - deep engagement”, and both brand identity and perceived benefits motivate consumers, which is positively moderated by the community environment.The willingness of co-creators to participate can enhance their sense of belonging in the group, and their satisfaction with the event and desire to attend again will be higher. The study has not developed contextual measurement instruments and mediating factors,thus,the brand’s operation should aim to build a sense of identity.