As a young female living in Vancouver, I have found that a particular logo is stamped on a majority of gym go-ers’, beach walkers’, sea wall runners’, and yoga stretchers’ clothing. In a short amount of years, Lululemon has grown from a local yoga clothing company to a multi-million dollar international corporation. With little to no advertising, the brand relies heavily on value based customer relations to stimulate new sales and growth. The company has maintained incredible quality and innovation throughout the years as well as a sense of genuine care for society’s health.

     Lululemon has a wide range of target markets, from the environmentally conscious, to athletic individuals, and even to those who simply have a passion for fashion. Originally made for “yogis”, the company now targets runners, dancers, and several other athletes in multiple age groups, thus proving their products versatility. Lululemon’s main marketing outlets are their retail stores and their website. The company’s core values are expressed through it’s employees who, for the end consumers, put a face to the brand. With this in mind, candidates applying for jobs are asked a series of questions regarding their lifestyles and goals throughout the interview process. When hired, each employee is trained to be an expert on the clothing and products, as well as an ambassador of the brand. This promotes greater customer relations through a more interactive, educational, and helpful experience.

     Lululemon’s website has been designed to sell their products, as well as the lifestyle associated with their brand, in an appealing way. The website has online shopping, as well as blogs that cover various health topics (http://www.lululemon.com/community/blog/). As an avid Lululemon wearer, I believe the company has successfully created a sense of community amongst their diverse customers, and that in itself is their “marketing campaign”.