Lululemon Branding Strategy and Marketing Case Study
Analysis and examples of Lululemon’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Fashionable Athletic Wear Consumers
Primary Need (Job To Be Done)
Get athleisure clothing that’s comfortable for workouts and day-to-day life
Brand Visual Identity & Content
Primary Brand Colors
#D41935
#000000
Brand Typefaces
- Calibre
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Aspirational
Affiliation & Belonging
Emotional
Attractiveness
Functional
Variety
Simplifies
Quality
Brand Benefits
Benefit #1
Wear clothes that are comfortable for working out and lounging around
Benefit #2
Confidence that my clothes work well and show my body the way I want it to be seen
Benefit #3
Feel I’m part of a community who invest in themselves both around health and image
Competition
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