Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.089How to use a DOI?
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  -