Lululemon Athletica has made its mark. With 185 stores in the U.S. and Canada, Lululemon is looking to expand by over 50% in 2011. What makes this athletic apparel company so successful? Is it the great quality, the stylish design, the friendly atmosphere in the store, the involvement in the community, the constant conversation with its customers or is it simply the company personality that keeps people coming back?
There seems to have been a hole in the market when Lululemon was founded in 1998 by Chip Wilson in Vancouver, Canada. The original purpose was to make clothing for women that was not only flattering but also functional. While the price is high, considering it is exercise clothing, people stay loyal to the brand.
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| Lululemon Manifesto |
While the clothing design and quality is extremely important to Lululemon, the way the company stays in touch with its consumers is truly impressive. Lulu has a website, a Twitter account, a Facebook account and they are involved in activities around the city.
“One of the coolest parts of working for Lululemon is the fact the company pays for any class you want to participate in. As long as you wear the brand, Lulu will pay for you to workout. It’s amazing!” said Jessica Tonahill, Austin store manager and dedicated “lemonhead.”
The store in Austin offers in store yoga every Saturday. They move the merchandise to the side and have an in-store yoga class for all who want to participate.
"The company tries to organically connect to a community, to truly read the personality of the people and do everything we can to fit their needs. We are more than just clothings, we are a way of expression" said Tonahill.
"The company tries to organically connect to a community, to truly read the personality of the people and do everything we can to fit their needs. We are more than just clothings, we are a way of expression" said Tonahill.
The most important part of the Lulu brand is the compnay attitude. Customer satisfaction, creativity, goal-orientation in all endeavors, and healthy living are some of the most exemplified values of the company. They have a creativity in the clothing, the employees and the store itself. They have quotes on the walls, both inside and outside. All employees are friendly, wear Lulu clothing of their choice and are always fit! Many of them are yoga instructors or teach other fitness classes in Austin.
While the actual world of Lulu is friendly, optimistic and encouraging, the virtual world offers just as many incentives to be a true Lulu lover. Lululemon has a twitter account and often asks its followers to post goals, post one way they sweat that day or other interactive posts. Because “lemonheads” are so supportive and involved in the company, they are eager to communicate with the company in any way possible.
The website itself is interactive in a variety of ways. It has a featured employee every couple of weeks who briefly describes what he or she does to stay fit and maintain a healthy, happy lifestyle. The employees always relate it back to Lululemon and how much Lululemon has allowed each person to better himself or herself.
The website makes recommendations on how to set goals and stay committed to them. While there is information and merchandise available online, they also post blogs from employees through the website.
The website makes recommendations on how to set goals and stay committed to them. While there is information and merchandise available online, they also post blogs from employees through the website.
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| Lululemon Athletica Advertisement |
Once you are a “lemonhead,” you are always a member of their Lulu family . You have the ability to be as involved and active as you would like.
My only question is why don’t all companies adopt this natural, healthy relationship between company and customer?
nice blog you have. I agree with the post. lululemon clothing has the finest garment and most successful in the cloth industry. your blog is so informative. keep it up.
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