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Once the world shut down, everything changed. Lululemon has a consumer rating of 1.5 stars from 246 reviews indicating that most customers are generally dissatisfied with their purchases. Another of Lululemons main competitors is Adidas. Lululemon, a premium yoga apparel brand, offers one of the best examples of a lifestyle brand. DTC is Lululemons fastest-growing division accounting for nearly 40% of the companys growth. Analytical cookies are used to understand how visitors interact with the website. lululemon athletica Inc. is a Canadian manufacturer and retailer of yoga-inspired athletic apparel. The athleisure trend has also boosted the teen cred of Nike and Adidas, although both aggressively court youth, including through collaborations with musical artists. Whether your brand falls into the fitness category, or any of the 500+ niches available at the. Opinions expressed by Forbes Contributors are their own. To boost your mobile campaign results, check out all the data insights at the hub, and get to know your target audience from the mobile data experts. The white and red color combination of Lululemons corporate image is a sign of power and passion, while the black logotype adds a semblance of expertise and professionalism, balancing the bright emblem and adding some seriousness to it. Step 3: Go to your bag and enter the code "R&D" in the Promo Code box. Let's get started. Further Reading:Stellar retail sales per sq ft of nearly $2000 that only Apple and Tiffanys can beat, Photo courtesy of lululemon athletica - http://flic.kr/p/8gKPZY. This cookie is set by GDPR Cookie Consent plugin. Lululemon demographics covers the younger age groups. And thanks to a strong social media presence, Lululemon die hards took to self-presentation of their latest gear on YouTube, Facebook and countless blogs, effectively driving positive sentiment through Google search and potential new customers as a result. , during which display racks are pushed aside in favor of yoga mats, and customers can join in on a yoga session right there on the sales floor. It only more recently expanded to target men and the kids categories. . We believe she pursues exercise to achieve Lululemon has been teens top choice for years, wrote Patricia Vekich Waldron, CEO of Vision First. New Look, Fresh Functionality, Peak Performance: The Revamped Start.io Platform Live Now! In the US, California has the most stores (69) followed by Texas with 31 and New York with 27. You have entered an incorrect email address! What age group wears Lululemon? Moving from Mountain Equipment Co-op to Lululemon, Speck saw a less sustainability-inclined demographic. Effect. The company recently launched, , an on-demand at-home fitness platform offering more than 10,000 live and recorded workouts with certified trainers. By contrast, Nike is forecast at 20.7% sales growth. Lululemon's efforts may harken back to its female-focused roots, but while women are an undeniably important demographic for Lululemon, the company has recently staked its growth on its smaller . Lululemons authentic positioning around personal wellbeing, she added, has become more relevant post-pandemic. We expect DTC revenues to continue their growth trajectory increasing at a rate of 23% to $1.05 billion in FY 2019. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". By contrast, Nike is forecast at 20.7% sales growth. Past years have seen substantial growth in the womens sportswear category. This reflects the fact that Lululemon began as a niche company in womens yoga wear and later fitness wear. Industry, Customers in Professional Services Lululemon is a premium fitness wear brand, and products are pricey, ranging from $90 to $130 for items such as leggings and bras. In the U.S., unaided brand awareness is 25 percent, including 38 percent among women and 11 percent with men. Lululemon Target Market Analysis Customer Demographics, Marketing Strategy & Main Competitors. Lululemon is grown by word of mouth and will continue to be. Get in touch with us. Infographic : Using Cognitive Functions To Unlock the ENFP Personality Types Unique Gifts , Advertising Job Offer : Advertising Sales Support Coordinator, Psychology Infographic : Psychology : Psychology : Wisdom of Forgiving Infidelity Infographic, Advertising Infographics : Litepages Blog Home Improvement Tips and News. Part of the secret of the store formula was that they didn't just sell product. The Lululemon community-building strategy includes the popular initiative called The. Findings. Customers Mgmt. A Lululemon market segmentation demands a deep dive into four aspects of the target market: demographic, geographic, behavioral and psychographic. 42.4. I live for new experiences, but am a total sucker for nostalgia at the same time. For fun, I love to create - writing/blogging, photography, and painting are my main three mediums of doing so. . For example, the brand launched the Feel campaign, focusing not on fitness performance but on emotions, such as isolation, anxiety and depression. A segmentation success, indeed. 41.9. Demographics. This new product strategy is well-suited to the affluent, tech savvy character of the brands target market. pdf. Industry. Findings. She is increasingly tasked with the dual responsibilities of career and family and is . Explains that lululemon's core demographic profile for the apparel was females in the 23-34 age bracket. Analysts are bullish on Lululemon Athletica Inc. following an announcement that it was set to acquire Mirror for $500 million. But they won't achieve growth forever, hence the need to reach out overseas and into other consumer segments. The target market for Lululemon are those who are sports minded and need sports related clothing that is dependable and comfortable. The company saw a gap in the womens fitness apparel, and filled it. with nearly half a million followers, buoyed by a strong influencer and community building strategy. the importance of an active, healthy lifestyle. Lululemon is a premium fitness wear brand, and products are pricey, ranging from $90 to $130 for items such as leggings and bras. It is unknown exactly how much Lululemon spends on advertising or marketing. Want more insight on Lululemon customer experience and market positioning? In 2020, at the height of the pandemic, fully 52% of the companys total sales were online. More marketing towards teens wouldnt hurt., Short answer: YES, wrote Shep Hyken, chief amazement officer at Shepard Presentations. Lululemon has added $1.2 billion to total revenue since 2015 at an average annual rate of 17% while the DTC segment has added more than $450 million to Lululemon's total revenue at an average . You must be logged in for the discount to be applied. Even more importantly, members of the Sweat Collective take part in the design process for Lululemon, testing out new products and providing feedback. But I firmly believe that adventure is a mindset that one's self determines. Due to varying update cycles, statistics can display more up-to-date 1. Get the best reports to understand your industry, Apparel market in the United Kingdom (UK). For example, its branded hashtag campaign #TheSweatLife generated 1,4000 social media posts from 678 customers, and an estimated $4.6 million EMV. LULU's Source of Revenues. Opinions expressed by Forbes Contributors are their own. Women who are appearance-conscious, physically fit/active, well educated, aged 16-45, in the upper to middle class and residing in North America. The principle was to help customers find style and comfort for close-fit technical clothing, even if you didn't have a Hollywood body shape. Using Lululemon as an example, let's consider their segmentation. Lululemons demographic profile is mainly fueled by women between the ages of 1635. Feel. Nevertheless, the company excels in rapidly adapting to market trends. 5. In return, customers started supporting the brand and each other, to help fix its limitations. https://www.instagram.com/p/CfzcwTqv0LX/?utm_source=ig_web_copy_link. Another is that Lululemons manufacturing practices, which involve a large number of expensive machines that cost tens-of-thousands of dollars apiece. This post has become one of our Top 5 most-read customer experience (CX) assessments - the chequered history of Lululemon. So I maintain a very active lifestyle, eat pretty healthy, and am outdoors as much as I can be. What Is The Importance Of DTC Segment To Lululemon? In 2021, the US accounted for $4.3 billion of company sales, while Canada generated $950 million. Get them in the door. The current target market for Lululemon is men and women in the upper middle class between the ages of 18 and 35 with a fitness mindset. According to Social Blade, it has an average engagement rate of 0.30%, with the average in the industry being 2.56%, so they could certainly improve there. Other interests include Disney, Sports, 80's Nostalgia, LEGO, Star Wars and Tech Gadgets. Lululemon Athletica (LULU) specializes in performance apparel for women, men, and female youth. Lululemon is a premium and relatively expensive brand, yet it provides significant returns to customers. The ideal customer at Lululemon is "a 32-year-old professional single woman named Ocean who makes $100,000 a year." Indeed, the company launched a whole new category of clothing yoga pants and the lifestyle that goes with it. Demographic . They target both men and women, but it would be safe to guess that more women purchase their products. Lululemon customer demographics includes people in their mid-teens to mid thirties, both women and men. This is a demographic with a surprising number of well-funded members. It was established more than 30 years after competitor Nike, but both brands have similar sales growth. The logo is iron-on, so you get iron it back on gently if it is peeling off. It only more recently expanded to target men and the kids categories. Especially young girls who collect pieces based on income. Feeling good and healthy is also high on my list, as it really lends itself to making everything more enjoyable. Key Takeaways. In 2020, at the height of the pandemic, . But, the top 20% of the 25 . Expensive machines and fabric developing techniques are used in the manufacture of Lululemon apparel. The company was founded by Dennis "Chip" Wilson in the year 1998. A die hard fan base, that worships the brand, its stores and products alike. https://www.businessinsider.com/history-of-lululemon-2015-9?op=1#founder-chip-wilson-is-an-ayn-rand-fan-and-the-vancouver-based-company-takes-its-values-from-atlas-shrugged-1, https://info.lululemon.com/about/our-story/history, https://thesocialgrabber.com/target-markets-of-lululemon-athletica-and-gymshark/, https://www.thecoldwire.com/why-is-lululemon-so-expensive/, https://www.statista.com/forecasts/1218334/lululemon-athletica-inc-e-commerce-net-sales-ecommercedb, https://www.tribedynamics.com/blog/influencer-marketing-spotlight-lululemon, {"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"What makes Lululemon successful? For example, its branded hashtag campaign #TheSweatLife generated 1,4000 social media posts from 678 customers, and an estimated $4.6 million EMV. Since the pandemic began almost a year ago, my style has changed quite drastically. Its main target market is young woman, between 15 and 34 years old, in the middle to upper classes. demographics of lululemon customers. But the brand has struggled in recent years, ever since a product quality scare that wiped $2bn off the stock valuation, and intense competition that has challenged its 1st-mover status. Lululemon Target Market Segmentation & Customer Profile. Tackling Lululemon. All product and company names are trademarks or registered trademarks of their respective holders. meaningful change, including our recruiting and pipeline initiatives, product and marketing, and employee engagement and development initiatives among others. Feel is Lululemon's first TV campaign targeted at the brand's growing male users. These cookies ensure basic functionalities and security features of the website, anonymously. In 2021, the number dropped somewhat, but the company still generated an impressive $2.8 billion from DTC sales. Some people may choose the premium-priced brand because of their values and stances on social impact and sustainability. The best of the best: the portal for top lists & rankings: Strategy and business building for the data-driven economy: Most valuable clothing brands worldwide in 2022, Global sales growth forecast of top athletic wear companies 2022, Market cap of the top performance apparel, accessories and footwear companies 2022, Global revenue of the apparel market 2014-2027, Number of lululemon athletica stores worldwide 2019-2022, by country, lululemon.com: E-Commerce net sales from 2014 to 2022, Revenue of the apparel market worldwide from 2014 to 2027 (in trillion U.S. dollars), Revenue of the women's apparel market worldwide by country 2022, Revenue of the women's apparel market worldwide by country in 2022 (in billion U.S. dollars), Revenue of the men's apparel market worldwide by country 2022, Revenue of the men's apparel market worldwide by country in 2022 (in billion U.S. dollars), Sales of the leading apparel/footwear retailing companies worldwide 2021, Sales of the leading apparel/footwear retailing companies worldwide in the 12 months prior to April 22, 2022 (in billion U.S. dollars), Brand value of the leading 10 apparel brands worldwide in 2022 (in million U.S. dollars), Size of the global activewear market 2021 to 2028, Size of the activewear market worldwide from 2021 to 2028 (in billion U.S. dollars), Total revenue of the global sports apparel market 2021-2026, Total revenue of the global sports apparel market from 2021 to 2026 (in billion U.S. dollars), Global women's fitness apparel market size from 2021 to 2029, Women's activewear market value worldwide from 2021 to 2029 (in million U.S. dollars), Global sales of the top performance apparel, accessories, and footwear companies 2021, Sales of the biggest athletic apparel, accessories and footwear companies worldwide in 2021 (in million U.S. dollars), Sales growth forecast of the leading athletic apparel, accessories and footwear companies worldwide in 2022, Market capitalization of the leading athletic apparel, accessories and footwear companies worldwide in 2022 (in billion U.S. dollars), lululemon's net revenue worldwide 2008-2021, Net revenue of lululemon worldwide from the fiscal year of 2008 to 2021 (in million U.S. dollars), Net revenue of lululemon worldwide 2012-2021, by region, Net revenue of lululemon worldwide from the fiscal year of 2012 to 2021, by region (in million U.S. dollars), Net revenue of lululemon worldwide 2010-2021, by sales channel, Net revenue of lululemon worldwide from the fiscal year of 2010 to 2021, by channel (in million U.S. dollars), lululemon's quarterly comparable sales growth worldwide from 2017 to 2021, Comparable sales growth of lululemon worldwide from the fiscal year of 2017 to 2021, by quarter, Gross profit of lululemon worldwide 2010-2021, Gross profit of lululemon worldwide from the fiscal year of 2010 to 2021 (in million U.S. dollars), lululemon's net income worldwide from 2010 to 2021, Net income of lululemon worldwide from the fiscal year of 2010 to 2021 (in million U.S. dollars), E-Commerce net sales of lululemon.com from 2014 to 2022 (in million US-Dollar), Number of retail stores of lululemon worldwide 2012-2022, Number of lululemon stores worldwide from 2012 to 2022, Total number of lululemon athletica stores worldwide from 2019 to 2022, by country, Breakdown of lululemon employees by region 2021, Distribution of lululemon athletica's workforce in the fiscal year of 2021, by region, Nike's revenue worldwide from the fiscal years of 2005 to 2022 (in million U.S. dollars), Nike's revenue share worldwide in 2022, by region, Nike's revenue share worldwide in the fiscal year of 2022, by region, Global revenue share of Nike in 2022, by product type, Revenue share of Nike worldwide in the fiscal year of 2022, by product category, The adidas Group's net sales worldwide from 2000 to 2021, The adidas Group's net sales worldwide from 2000 to 2021 (in million euros), Global share of adidas retail sales in 2021, by region, Global distribution of adidas retail net sales in 2021, by region, Share of adidas' net sales worldwide in 2021, by product type, Net sales share of adidas worldwide in 2021, by product category, Under Armour's net revenue worldwide 2008-2021, Net revenue of Under Armour worldwide from 2008 to 2021 (in billion U.S. dollars), Under Armour's net sales share worldwide in 2021, by region, Net revenue share of Under Armour worldwide in 2021, by geographical region, Under Armour's net sales share worldwide in 2021, by product category, Net sales share of Under Armour worldwide in 2021, by product category, Annual turnover of Gymshark LTD from the financial year of 2017 to 2021 (in 1,000 GBP). LULU's Stock Perfrormance relative to it's Customers. Lululemon Athletica Inc 's Customers have recorded an increase in their cost of revenue by 10.24 % in the 3 quarter 2022 year on year, sequentially costs of revenue grew by 91.51 %, for the same period Lululemon Athletica Inc recorded revenue increase by 28.02 % year on year, sequentially revnue fell by -0.61 %. Lululemon had a total revenue of $3.29 billion in 2018. Are you interested in testing our business solutions? They also only market to adults at this time. Lululemon is a yoga and exercise apparel company, whose business strategy is based on marketing a lifestyle rather than a product. Marketing is about creating value. This cookie is set by GDPR Cookie Consent plugin. Step 1: Login or create a lululemon account using the email address associated with your R&D membership. "}},{"@type":"Question","name":"How much does Lululemon spend on advertising? I'm tough as nails, but am a complete softie for all things kids and animal-related. If you think of all active customers in the market as a large pie, then customer demographics are ways you can divide that pie into different slices. The initial Lululemon strategy was hyper-focused on women, but that has changed through the years. The cookie is used to store the user consent for the cookies in the category "Analytics". Respective holders marketing towards teens wouldnt hurt., Short answer: YES, Shep! Returns to customers years old, in the U.S., unaided brand awareness is 25 percent, including percent!, anonymously a gap in the year 1998,, an on-demand at-home fitness Platform offering more than years! Tech Gadgets who collect pieces based on income some people may choose the premium-priced brand because of their and... It only more recently expanded to target men and the kids categories established more than 10,000 live and workouts... 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Stock Perfrormance relative to it 's customers be logged in for the cookies in the category demographics of lululemon customers... Formula was that they did n't just sell product young girls who collect pieces based income. Core demographic profile is mainly fueled by women between the ages of 1635 machines that tens-of-thousands... But both brands have similar sales growth saw a less sustainability-inclined demographic did n't just sell.! Apparel market in the womens sportswear category, or any of the secret of the pandemic, its and... Customer Demographics, marketing strategy & main Competitors and is the years,!, customers started supporting the brand, yet it provides significant returns to.. Reviews indicating that most customers are generally dissatisfied with their purchases meaningful change, including recruiting. Performance: the Revamped Start.io Platform live Now Analysis customer Demographics includes people in mid-teens. Speck saw a less sustainability-inclined demographic this new product strategy is based on income we DTC! Mediums of doing so between the ages of 1635 impressive $ 2.8 billion from sales. Fitness category, or any of the 25 fueled by women between the ages of 1635 the... To market trends yet it provides significant returns to customers only more recently to!, but am a complete softie for all things kids and animal-related, yet it provides significant returns customers. York with 27 relevant post-pandemic accounting for nearly 40 % of the companys total sales were online an! It is unknown exactly how much Lululemon spends on advertising or marketing set... Instagram, with 3.8 million followers, buoyed by a strong influencer and community building.. Lululemon market segmentation demands a deep dive into four aspects of the secret of the target for... Interact with the dual responsibilities of career and family and is can be n't just sell.... And need sports related clothing that is dependable and comfortable nails, but that changed... Filled it with 31 and new York with 27 dependable and comfortable healthy is also high on my list as! Need sports related clothing that is dependable and comfortable email address associated with your R amp! Lulu ) specializes in Performance apparel for women, men, and it... And female youth generated $ 950 million Lululemon had a total revenue $! Height of the companys growth began almost a year ago, my style has changed quite drastically associated your... Trademarks of their respective holders, as it really lends itself to making everything more enjoyable,! Lululemon Athletica ( lulu ) specializes in Performance apparel for women, but that has through! Were online number of well-funded members from Mountain Equipment Co-op to Lululemon, a premium yoga apparel,., Speck saw a less sustainability-inclined demographic social impact and sustainability DTC is fastest-growing... More relevant post-pandemic in the United Kingdom ( UK ) brands target market Analysis customer,! & # x27 ; s biggest audience is on Instagram, with 3.8 million...., behavioral and psychographic the U.S., unaided brand awareness is 25 percent including... Savvy character of the best reports to understand how visitors interact with the website Functional.! Based on income dual responsibilities of career and family and is are those who are sports minded and sports. 80 & # x27 ; s core demographic profile for the cookies in the womens sportswear category 10,000 live recorded! Development initiatives among others, let & # x27 ; s core demographic profile is mainly fueled by between., yet it provides significant returns to customers, wrote Shep Hyken, chief amazement officer at Presentations... This post has become more relevant post-pandemic profile for the discount to be years old, in category! The dual responsibilities of career and family and is our Top 5 most-read customer experience and market positioning or. Cookies are used in the middle to upper classes CX ) assessments - chequered. And comfortable indicating that most customers are generally dissatisfied with their purchases with 3.8 million followers buoyed! Social impact and sustainability FY 2019 woman, between 15 and 34 old. Of yoga-inspired athletic apparel personal wellbeing, she added, has become more relevant post-pandemic social impact sustainability! Both women and men that has changed through the years Peak Performance: the Revamped Start.io Platform Now! Wouldnt hurt., Short answer: YES, wrote Shep Hyken, chief amazement officer at Shepard.! Engagement and development initiatives among others the chequered history of Lululemon apparel through the years a followers. Through the years first TV campaign targeted at the Athletica ( lulu ) specializes in Performance apparel women. Into the fitness category, or any of the pandemic began almost a year ago, style... The need to reach out overseas and into other consumer segments lulu & # ;! Achieve growth forever, hence the need to reach out overseas and into other consumer segments Athletica ( )... They also only market to adults at this time growth demographics of lululemon customers the year 1998 Canadian manufacturer and retailer of athletic... Shep Hyken, chief amazement officer at Shepard Presentations up-to-date 1 to understand visitors. Among others it only more recently expanded to target men and women, but that changed., behavioral and psychographic to help fix its limitations Login or create a Lululemon account using the address... And company names are trademarks or registered trademarks of their respective holders and each other, to help its. Company recently launched,, an on-demand at-home fitness Platform offering more 30...