While lululemon was a brand already loved by yoga communities in NorthAmerica, it was a late entrant to the Chinese marketplace. Establishedmultinational and domestic players had already carved out a large portion ofthe performance yoga market. In China lululemon had to take the stance of achallenger brand, so we were tasked with developing a launch strategy thatwould create noise, build an authentic positioning amongst yogis and showcasethe lululemon difference – all with limited budget to support an initialfootprint of two stores.
To cut through, we designed and deployed a carefully crafted advocacyprogram targeting select media and influencers who would embrace the brandattitude #thesweatlife. The emphasis was on makingsincere connections to create genuine brand evangelists, who in turn wouldcreate a movement, a ripple effect throughout the yoga community that lululemonwas a lifestyle, not a sportswear brand.
Results from Oct 2017 – Sep 2018:
It’s all in the numbers.
EQUIVALENT AD VALUE
NEW STORE OPENINGS FROM END OF 2016 TO TODAY