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.

Lululemon brand logo

Brand Overview

Category

  • Clothing
  • Sportswear

Business Type

Physical Products

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

Lululemon hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
You deserve some credit.
 
Subheadline
Trade in your previously loved gear with Like New and get lululemon credit. Together, we’ll do better for the planet.
 
CTA
How To Trade-In

Benefit or Feature Focus

Benefit

Tone of Voice

Keywords
Friendly, Informative, Matter-of-fact
 
Dimensions
Funny <> (+1) Serious
Casual (+1) <> Formal
Irreverent <> (+1) Respectful
Enthusiastic <> (+1) Matter of Fact

Aspirational

Affiliation & Belonging

Element of Value Affiliation & Belonging

Emotional

Attractiveness

Element of Value Attractiveness

Functional

Variety

Element of Value Variety

Simplifies

Element of Value Simplifies

Quality

Element of Value 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

Key Competitors

Nike, Under Armour, Athleta, Adidas, Puma, New Balance, Outdoor Voices

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