Lululemon has become a powerhouse in the athletic apparel industry, known for its high-quality products and loyal customer base.
But beyond their innovative clothing, Lululemon's marketing strategy has played a significant role in building a brand that resonates deeply with its audience.
Whether it’s their sleek website, engaging email campaigns, or compelling ads, Lululemon consistently delivers a seamless and inspiring customer experience.
In this article, we’ll dive into what makes Lululemon’s website, emails, and ads so effective and how you can apply these best practices to elevate your own marketing efforts.
Whether you’re a brand owner or a marketer looking for inspiration, this breakdown of Lululemon’s strategy will help you better connect with your audience and drive results.
Make your audience feel heard by providing a feedback form on your website
Note:
Customer feedback gives you a glimpse inside your users' minds, and you can use that information to improve their experiences and boost conversions.
The feedback that you collect directly on your website is a strong critique that can make or break a specific aspect of your business.
What we like:
Lululemon has a survey tool installed on their website to gauge how satisfied their customers are with their experience, and how likely they are to recommend Lululemon to someone.
It also provides an avenue to write their thoughts in more detail.
Things Lululemon can do to improve:
Add a field in the survey form where customers can raise product requests and suggestions about any product they think lacks in some ways (style, comfort, color, etc.).
Right now, the survey is focused on customer experience, but not their specific needs (if any).
Address potential objections to your product and provide more information
Note:
If you can think of any major objection or challenge customers might have in common, you can innovate ways to battle them.
This way, more help is available to them so they are a step closer to actually converting.
What we like:
One thing we noticed on Lululemon’s product detail page is that each color variant has a different model wearing it and in most cases, there is a lot of diversity from model to model.
Most notably though, the model’s clothing size and height are listed just below the product image. This is very helpful to potential buyers to help them make comparisons to their own body types.
Another thing we like:
We also like how the brand understands that finding the perfect size can be challenging and therefore poses a great risk of rather postponing the purchase (Uh-oh!).
So…it includes a size guide wherein you can take a 3-step quiz to find what size you are in.
Another method to defeat the sizing challenge is by booking a chat appointment to talk with the support team.
Build a straightforward, friendly, and inclusive welcome email journey
First Welcome Flow Email
When you create an account with Lululemon, the first ever email that will hit your inbox goes with the title “It’s all about you”.
What we like:
It is so straightforward and friendly. It points to you as the very essence of their business.
It orients you on what things to enjoy and expect from the moment you created an account with them.
Customer feedback gives you a glimpse inside your users' minds, and you can use that information to improve their experiences and boost conversions.
Second Welcome Flow Email
The second email on the journey still has a friendly approach with the subject line “Your first lululemon email—welcome!”
What we like:
You can already see from the image (active female and male) that the brand is gender inclusive.
Third Welcome Flow Email
The third email is sent two days after the previous one.
The subject line says: “Step one: these bestsellers. Step two: best workout yet.”
What we like:
It talks about what they value as an activewear brand. An inclusive approach too - you’ll find what you’re looking for whatever style you may have.
Engage them with a product launch email flow
First Email: a teaser of Lululemon's new product
Two weeks before the official release of the product, Lululemon sent an email with an intriguing question in the subject line – “You: lululemon does shoes?”
What we like:
In their email, they announce a product launch event (i.e. Strava Challenge) for customers to join.
This can be a helpful and engaging activity to generate buzz around the new product.
Second Email: The Actual Launch
The second email, with the subject line “Just landed: lululemon for your feet”.
Third Email: A Reminder of the Launch
A third email is sent the day after launch - “Found: fresh running gear” .
What we like:
This email is more like your style guide. They show gears that go perfectly with the running shoes recently launched.
So early on, you are encouraged to complete your running outfit.
Be consistent in your subject lines
Note:
People say that consistency is a critical driver for success. Being consistent means dedicating yourself to your goals and staying focused on the things to achieve them.
What we like:
In their email newsletters, we noticed a remarkable consistency, especially in their subject lines.
Even from the start of their welcome journey email, Lululemon mentioned that comfort and performance come first.
True to their word, here are some of the subject lines and a sneak peek at their email marketing.
Subject lines:
- Colourful (quick-drying) gear ahead
- Go for a smooth finish
- Fast runs, quick cooldowns, hot sellers
- No pressing pause on comfort
- All tech. All comfort. All day.
- Softness that’s comfortable everywhere
- Fits like a glove, performs like a champ
- Hard workout? Bring it on.
- Softness that strengthens your training
Persistence is key
Note:
Persistence keeps you trying and trying again. With every attempt, you will be an inch closer to success.
Persistence pays off. With your marketing efforts, there’s always a need to be persistent.
What we like:
Lululemon shows persistence in their Facebook advertisements during events like Father’s Day and Mother’s Day.
They combine ad copy using images and videos.
And for Mother’s Day, here are other examples of their Facebook ads.
What we like:
Again, they showed different ad copies with same texts but different images and videos. Posting more frequently is always better for audience reach.
Track Lululemon's Marketing Strategies on Panoramata
On Panoramata, you can keep track of all the marketing tactics Lululemon and other brands from different industries are utilizing.
You will gain access to their email campaigns, ad campaigns, snapshots of their websites, and recent updates about the brand.
While inside the app, you can follow brands to make the work easier for you.
Basically, you will unlock all the best practices that you can apply to your own brand.
Elevate Your Marketing Strategy with Lululemon’s Best Practices
By analyzing Lululemon’s website, ads, and emails, it’s clear that their success comes from providing support to their audience, consistent brand messaging, and a strong focus on inclusivity.
Their seamless integration of product launches, inspiring content, and high-quality visuals sets a powerful example for marketers looking to enhance their strategies.
By applying these best practices, you can elevate your brand’s engagement, create stronger customer connections, and outperform your competitors.
Frequently Asked Questions
1. What makes Lululemon’s marketing strategy so effective?
Lululemon’s marketing is rooted in understanding their target audience, focusing on answering objections, soliciting customer feedback, and solving sizing challenges.
Their messaging consistently highlights comfort and performance, which resonates with their customers.
2. What can I learn from Lululemon’s email marketing strategy?
Lululemon’s marketing focuses on consistent and visually appealing emails, feedback forms on their websites, and extensive use of email flows like welcome flows and product launch flows. They are also consistent with their messaging and persistent with their ads.
