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Lululemon Digital Strategy: MSU NMDL
- 1. LULULEMON FULL DIGITAL STRATEGY BY KALEIGH MILLER
- 2. HISTORY Lululemon was started in Vancouver by a man named Chip Wilson. He was unimpressed with the current yoga apparel options and had a passion in technical athletic fabrics. His mission for the company was to make his products of the highest quality possible and contain characteristics specific for each activity. Lululemon stores pride themselves by their knowledgeable, friendly employees and inviting aesthetics.
- 3. PRODUCT Lululemon creates athletic gear for men & women that is perfectly suited for each activity Products range from yoga mats and bags, to running pants, jackets, socks and undergarments, plus more Quality designs and fabrics ensure the articles will last at least five years
- 4. TARGET AUDIENCE Athletic, running, yoga, dance, exercise enthusiasts Comfort seekers 13-50 Brand Conscience Not price conscience
- 5. BIG IDEA Produce short videos highlighting lulu products, knowledgeable employees, store aesthetics Videos will flow across lulu’s website, YouTube, Facebook, Twitter & through a mobile app Great way to introduce brand and product to new customers & give current customers a look into the newest products and all the specifics of fit and fabrics
- 6. TOOLS & TACTICS Current customers are going to come across the videos while browsing and shopping on the website Once a video is clicked on, a new browser to the Lululemon YouTube Channel will open, where they can then watch several videos about different products
- 7. TOOLS & TACTICS CONTINUED New customers who are not familiar with Lululemon will come across these videos either on their computer or mobile device as they’re searching for yoga/athletic products through Google Key optimization words: yoga wear, athletic wear, leggings, running wear, work out clothes, etc.
- 8. KEY PERFORMANCE INDICATORS YouTube Subscribers YouTube Comments Twitter Re-tweets & hash tags Facebook likes, comments, shares Application downloads, ratings & comments
- 9. BUDGET Video filming, producing & editing Implementing digital strategy Producing mobile application Facebook, Twitter & Pinterest advertising SEO Total Budget: $600,000
- 10. THANK YOU!
Notas do Editor
- Lululemon was started in Vancouver by a man named Chip Wilson who was unimpressed with the current yoga apparel options and had a passion for technical athletic fabrics. Lululemon stores, pride themselves not only on their product, but their knowledgeable, friendly employees and inviting store aesthetics.
- Lululemon creates athletic gear for men & women that is perfectly suited for each activity. Products range from yoga mats and bags, to running pants, jackets, socks and undergarments. Quality designs and fabrics ensure the articles will last at least five years.
- Target audience includes individuals that consider themselves exercise enthusiasts. Ages range from 13-50. Target audience also includes consumers who are not price conscience and who are brand conscience.
- By engaging customers through upbeat yet informational short videos featuring the products in different stores and hearing from actual employees, my digital strategy will be able to show Lululemon’s product up close and on a real moving person, in a real store with real tips, testimonial, fit descriptions. Customer will be able to watch a short video of someone doing yoga; running or dancing and wearing the item they are interested in purchasing. Through this process, lulu’s products will really be differentiated from the rest of the product market.
- Current customers are going to come across the videos primarily when they’re on the website browsing and shopping. New customers who are not familiar with Lululemon will come across these videos either on their computer or mobile device as they’re searching for yoga/athletic products through Google. Some key words for optimization include yoga wear, athletic wear, leggings, running wear, work out clothes and similar words.
- Lululemon heavily relies on customer feedback for their products so by keeping the KPI methods feedback related, my digital strategy is following the company’s ideals and by having several different platforms for customers to give their opinions, it gives customers more opportunities to share their thoughts and experiences.
- The budget will be allocated through producing, filming and casting the 15-20 videos for YouTube. The videos need to a perfect depiction of the product, the employees, the knowledge and the atmospheres of the stores. The videos will need casting crews, talent, editors, sound crew, grip crew, writers, stylists and makeup, equipment, food, insurance for equipment and locations crew. All of that alone I can estimate my budget to be around $350,000. Bringing the digital aspects into the strategy as well as developing the mobile application will raise the budget to $600,000.
- Overall I would like this digital strategy to show off Lululemon’s products and how the quality and construction of the products yields a better performing product. By capturing consumers through YouTube, Facebook, Twitter, Pinterest and Lulu’s website and the mobile app, consumers will be able to get a well-defined grasp on what Lulu has to offer its customers and the pride they carry for not only their products but for every aspect of the company, and will decide to purchase something!