A Systematical Analysis Framework on Lululemon---- High-end Professional Brand Image and Close to life Promotion
Authors
Yuzhuo Diao1, *
1School of Economics and Management, Beijing Jiaotong University, 100091, Beijing, China
*Corresponding author. Email: 18726086@bjtu.edu.cn
Corresponding Author
Yuzhuo Diao
Available Online 15 December 2021.
- DOI
- 10.2991/assehr.k.211209.089How to use a DOI?
- Keywords
- SWOT model; Porter five forces; Market strategy
- Abstract
As the sportswear market continues to be sluggish and the global retail industry is in a weak state, lululemon, which started with yoga clothes, has developed rapidly and has become a sports brand comparable to Adidas and Nike. In recent years, with the development of China’s economy, the yoga market has continued to grow. Lululemon also targeted the Chinese market for its next development strategy. This article analyses the brand strategy of lululemon’s successful marketing strategy from three aspects: brand positioning, brand image shaping, and brand community culture. And used porter’s five forces and the SWOT model to further analyse lululemon’s strategic moves.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yuzhuo Diao PY - 2021 DA - 2021/12/15 TI - A Systematical Analysis Framework on Lululemon---- High-end Professional Brand Image and Close to life Promotion BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 536 EP - 541 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.089 DO - 10.2991/assehr.k.211209.089 ID - Diao2021 ER -