Promotion Strategy for Lululemon Research Paper

Promotion Strategy for Lululemon - Research Paper Exampleoer the years the seg workforcet of womens athletic wear has been majorly neglected. Just like any other physical body of clothing women sports-wear is very different from mens. The Lululemon logo depicts the consumers health consciousness and their affinity to an elect(ip) club of enlightened people who wear similar clothing. According to Nelson (2011) Lululemons real genius relies on their Blue-Ocean strategy, which means to create demand in marketplaces where competition is low instead of fighting for a portion in a competitive market. So Lululemon emerged as a retailer that targets this niche of womens athletic wear, and over the years has managed to grab a notable share in the 15 billion USD market for womens fitness clothing (Helliker, 2010). Lululemon is the first clothing retailer to have adopted the Salon wrinkle Modelwhich implies that like-minded body and fashion conscious women get together (Nelson, 2011). The main purpose of much(prenominal) a model is to bring together like-minded people who would work together for mutual advantage that would transcend the benefit from the economic transaction. Lululemon started off with niche marketing and was not intended to be cumulation marketed. The target market of the brand is the affluent, figure-conscious and stylish women (George, 2006, para. 7). Direct Marketing and Personal Selling Lululemon spends very micro on promoting the brand through mass media, perhaps occasionally in magazines and newspapers. Lululemon has used brand ambassadors for the progression of their brands, these ambassadors and not salaried employees besides in fact peers or opinion leader that are tending(p) $1000 worth of free apparel in exchange for modeling the brand for their clients (Helliker, 2010). Lululemon calls it a stealing strategy not marketingthat has minimum cost and maximum impact. This is a very unique marketing strategy that clearly distinguishes Lululemon from competitors like Nike and Adidas, who spend million in celebrity endorsements. Lululemon has included ambassadors in areas of running, weight-training and men. The mens fitness wear is also a very rapidly growing segment for Lululemon but still accounts for less than 20% of total sales (Helliker, 2010). According to Kurtz, MacKenzie and Snow, each Lululemon store across the existence has its own onward motional strategy which is specific to that area. This could be in the form of painting their store campaign or covering their windows with slogans. The store hosts their own free yoga classes and store employees are referred to as educators. The company invests extensively in the recruitment and training of these store employees, because eventually these employees play an important utilization in the promotion of the brand. Personal selling has been greatly influenced with the emergence of e-commerce and the internet. It enables the manufacturer to establish datab ases and CRM systems to better meet the needs of the customers and put together extensive data about them at the same time (Kerin, p253). Internet plays a vital role as consumer promotions are deeply integrated with online product offerings, this hatful be done so using micro-sites and even email marketing approaches that reach directly to customers at almost no cost (Kerin, p253). Customers can sign-up for