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Consumer market and buying behavior
Major advertisement strategies
Factor that makes an advertisement effective
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Brand Association:
Brand addiction or Compulsive Buying is one of the most critical ways in which consumers engage with brands. Brand addicts limit their consideration sets to their addictive brands and omit other brands from their consideration set. Individuals become single-minded and prejudiced in favor of the addictive brand, disregarding all other brands, focusing only on the addictive brands, and seeing no other brands as better, regardless of price differences. Lululemon creates a brand value by maintaining its primary focus on this. Addicts become focused on the brand to the extent that the brand which they love might not be the best brand, but customers will not accept the fact that it is not the best brand.
Lululemon retains its customers
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In the U.S., which is the world’s largest market for activewear, sales of feminine activewear totaled $15.1 billion in 2014, representing half of the U.S. activewear market (Zhou et al., 2017). To succeed in the competitive market Lululemon is focusing on designing marketing strategies that specifically address female customers. Women consider a variety of factors before using a sportings garment. Some of the factors include fashion and brand name. Women prefer the activewear designs that symbolize a modern way of living for active females. Lululemon is considering these factors and designing garments with new designs, latest …show more content…
They manufacture a limited number of outfits and make them available only for a short time span. It trained its customers to grab the product before it is gone. This objective behind this is to make customers buy an item at full price rather than to look for a sale. Customers tend to buy the product at a higher price the fear of losing it. As a high-end brand, Lululemon provides unique products to its customers, and they intern does not want to wear what everyone is wearing. Lululemon return policy also favors this approach. Unlike most of the retailers, Lululemon does not provide returns on all of its products thus avoiding restocking of old
The most recognized brands amongst US males in the sports and fitness clothing market are Nike, Adidas, Reebok, and Puma (Statista, 2014). However, there is a large amount of opportunity to gain market share as only Nike hold a high percentage favoritism from male shoppers (Statista, 2012). Multiple brands have a stronger focus on women’s clothing such as: Fabletics, Athleta, and Lululemon. Lululemon has a similar business model however the brand has a stronger connection with women and yoga.
Lululemon geographics have expanded into Asia, Africa, Europe, and have densified in North America with new openings of stores. The companies’ demographics have also expanded. Previously only focused on yogi’s, Lululemon is now focused on any one who sweats and is interested in athletic wear and the lifestyle it promotes. Lululemon also offers the same quality leggings to men and young females; one of Lululemon’s biggest market segmentation moments was when they opened their sister store Ivivva to market the same product to a younger female audience. However, they are still fixed on offering their products at a higher cost, meaning only customers who have money for discretionary products can purchase them; the high exclusiveness and quality has created a loyal fan base. The organization also continues to segment themselves as a leader in the health conscious market, promoting the better lifestyle with yoga ambassadors. With the rise of people being aware of their bodies, Lululemon fits perfectly into the new
The article focuses on Individualization and uniqueness and how it has begun to find its way into current advertisements. By allowing a woman to express her individuality it shows boldness, fearlessness, and confidence and that is refreshing in today’s world of fashion.
The creative team can use photographs in the ad, which can show consumers the versatility and functionality of Lululemon. Fabric details and descriptions from Lululemon can help provide evidence that Lululemon’s workout clothing is comfortable and help justify the common complaints of Lululemons high prices. A finding from my survey showed that consumers of Lululemon often found Lululemon too expensive. Providing a clear and concise description of the materials used in Lululemon clothing can help change their discomfort with the prices. Testimonials from real and relatable people can help support these benefit claims. One statistic from my survey showed that Lululemon’s target audience wore Lululemon when working out and on days off. This survey data can be used to provide further proof that Lululemon’s workout clothing is versatile for working out and running
Lululemon was able to corner the market in a market driven business, which has strengthens and weaknesses to consider. This company could benefit from more aggressive advertising because they have such great brand recognition and consumer loyalty. With the retail market changing and more competitors entering the market, Lululemon needs to stay competitive and offer a broader spectrum of products and expand their markets into areas they already have great brand recognition. Lululemon takes pride is offering a high quality product and this company changed the way the world sees yoga appeal today. In very recent years yoga has become a popular sport and the consumers today want to look stylish while doing so and this company offers the rights products to do
Lululemon, a premium yoga-focused retail chain, serves two market segments. One segment consists of consumers who are characterized as “trendy urban” and the other segment consists of “wealthy” consumers. The “trendy urban” segment, in summary, is fashion oriented or active women who live in metropolitan areas. The “wealthy” market segment is affluent women who live in either urban or suburban areas. As discussed below, these two market segments are defined by differences in demographics, geography as well as behavioral and psychographic characteristics.
L.A. Gear is an athletic shoe manufacturer that is struggling in the athletic footwear industry. The company is ranked number three following Nike and Reebok. L.A. Gear is well known to its female customers due to their fashionable shoe line. To be able to gain some ground on the other shoe manufacturers L.A. Gear is going to have to develop a men's shoe line and capture some of the male buyers. This is not going to be an easy task since Nike and Reebok spend an extensive amount of money on their advertising campaigns including celebrity spokesmen. L.A. gear not only needs to capture the male buyers but they also need to maintain their female customers so a delicate balance is needed. An extensive research and marketing campaign will be necessary to penetrate this market and still maintain its loyal customers and brand recognition. Once the research is gathered a full scale marketing campaign will follow once the new direction of the company is determined.
Our class groups into five different groups using different research methods to obtain information helping to design and produce the AM2 product line, which fits our targeted market which is Cal Poly Pomona students. In our research, we use methods including interview, observation study, and survey. Through these different research methods, we obtain information from different point of view. When team A interviews with bookstore staffs, bookstore buyer gives us an overall idea of what products the bookstore is looking for and what they are currently selling well. Therefore, we notice that 75% of the students who go to bookstore are female, but unisex apparel is the most popular especially hooded sweatshirt. Even
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
Harley-Davidson is the largest market share holder of motorcycles over 750cc in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products, including a new line of clothing specially design for women. Growth potential appears very good especially in the overseas market and the young and mature women and younger market. Gaining a larger market share in this area may require a further increase in production and distribution capacities. We must plan for expansion and build new strategies how to target the woman, younger market, as well as the already HD owners and continue to grow as a company.
C-79). The company is also offering products and apparel intended for other healthy and athletic lifestyle pastimes rather than solely for yoga. These include swimwear, which were introduce for women in fiscal 2013 and men in the spring of 2014, dance apparel through its ivivva brand, as well as expected golf and tennis products (Thompson, 2014, p. C-80). Additionally, Lululemon offers such products as gear bags, water bottles, caps, gloves, headbands, and socks. This supports the company’s core component to “broaden the lululemon product line beyond yoga, running, and general fitness (specifically swimming, golf, and tennis) and include offerings for both males and females of many ages” (Thompson, 2014, p. C-79) for its fiscal 2014 business strategy. This indicates that the senior administrators of Lululemon have been transitioning the company’s competitive strategy from having a narrow market focus just on yoga
Main drivers for US profitability has been within women shoes, broken down in sub categories of casual (17%), dress (13%), and athletic (10%) shoes, composing roughly a 40% demand of the market. However, domestically men’s athletic shoes represent 20% of the market and show signs of increase, globally men’s athletic shoes make up 30% of the market. This increase in sales within the athletic sub-category can be lead by the increase in demand for shoes that allow easy, fast movement. Studies show that ages within 18 and 45 in the U.S. have increased physical fitness by 17% since 2006. According to the Outdoor Industry Association, outdoor footwear grew...
in this segment are often brand conscious and enjoy the latest fads and trends. They...
While growing up, I realized the benefits a person has when they personally own their own business. You can make your own schedule, personally control your finances, and essentially have complete control of your business Of course upon this realization; I came to the conclusion that I was going to be my own boss. I have always taken pride in how I present myself including how I dress. The limitless nature of fashion and its versatility has always intrigued me. One empowering aspect of clothing that is so fascinating is how it enables people to express themselves. Because of these interests, I have come to the conclusion that I wish to own a fashion boutique. In order to pursuit the path of becoming a fashion boutique owner, it is essential that I obtain a degree in business management, evaluate my own skills that make me ideal for the job, and
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.