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Communications Strategy

  • Writer: Morgan McGlasson
    Morgan McGlasson
  • Sep 29, 2020
  • 2 min read

Updated: Oct 20, 2020

Lululemon's philosophy is "As a design-led company, curiosity is at our core. We’re constantly thinking about how we can innovate our process, our gear, and our social impact so we can elevate the world from mediocrity to greatness." Their innovation and constant striving toward greatness are two reasons why Lulu is as prominent in the athletic clothing industry as it is today. I want the key message of my strategy to be that Lululemon Athletica is an active lifestyle. I don't necessarily want to take the angle that Lulu is "for every one" or "for every body", because I want the active, athletic-lifestyle consumer to see themselves in Lululemon's clothing and feel motivated when they are wearing it. The type of visual language that I will use in marketing Lululemon is words and phrases that are simple, yet memorable, and are plainly stated in how the brand will transform your workout experience. Lulu's clothing line uses a lot of muted, neutral colors and not many of their products have busy or bright patterns. This is important to note in the process of making a business card for Lululemon because it will not include bright, bold colors or fonts.


The visuals will be image driven because a lot of Lululemon's advertising and marketing includes images of people displaying a yoga pose, outdoors on a run, or walking on hikes. The image-drivenness of their website and social medias inspires their customers to get active when wearing their Lululemon products. My competitive analysis information has impacted my strategy because, now that I know what audiences that Lulu's common competitors like Athleta and Nike customize their messages to, I want to take a different spin on their consumers.


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