Lululemon Persona Development
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Transcript of Lululemon Persona Development
LululemonPERSONA ASSIGNMENT
BRIANNA EDWARDS
Table of Contents
EXECUTIVE SUMMARY…................................1
TARGET AUDIENCE….......................................4
VENN DIAGRAM…............................................6
Target Audience..............................................7
Executive SummaryHistoryLululemon started in 1998 by Chip Wilson in Vancouver, Canada. Lululemon is a yoga inspired clothing line. Since 1998 ,the brand has branched out to attire designed for any workout activity.
PRODUCTSLululmeon sells mostly fitness attire and accessories for men
and women, including sports bras, shorts, leggings, water bottles, yoga mats and shirts. More recently, Lululemon has begun expanding their products by adding outwear, and growing their men’s collection. All of Lululemon’s products tailored for people with active lifestyles.
MARKETINGAccording to Lululemon’s community manager, Nina Gardner, Lululemon doesn’t
do advertisements. “The only place you’ll see ads is in ‘Yoga Journal’ and ‘Runner’s World,’ two national publications” says Gardner. Leaving the marketing efforts being executed by word-of-mouth. Their strategy involves making a connection with the customer, which then leads that customer to generate buzz to their friends. Lululemon employees are encouraged to discuss fitness goals and working out with customers in store, and take in customer feedback. The reusable Lululemon bags given to each customer after a purchase serve as conversation starters and a reflect the positive values and messages associated with the brand. Lululemon also engages their customers as well by hosting free yoga sessions in stores and making fitness trainers and yoga instructors ambassadors of the brand.
Executive Summary (continued)
SOCIAL MEDIA
Because they do not do ads, Lululemon has had to become exceptional social media marketers. They engage their audience by not promoting their products but a lifestyle. They promote an active, healthy life style on all their platforms but they tailor the content to their respective audience. For example, on Lululemons Facebook and twitter pages, posts focus on healthy lifestyle tips, inspirational quotes and community campaigns, things that are easily shareable and provides relevant information to the public. Also, each Lululemon store has their own Facebook page to further narrow down relevant content for their customers. On Lululemon’s Pinterest page there are boards for their each of their audiences, runners, yogis and general workout enthusiast. There’s also style and travel inspiration boards too, offering a lot of easily navigable content to their audience. On all social media outlets Lululemon has a large following, except YouTube. The content that is posted on YouTube is not always shared through their other platforms because its content is more specifically focused on yogis and runners.
Pinterest: 2.1M followers
YouTube: 39,687 subscribers
Instagram: 1.6 M followers
Facebook: 1.6 M likes
Twitter :862 K followers
Executive Summary (continued)
Target AudiencePRIMARY
o25-40
oMale and Female
oMiddle-upper middle class
oActive lifestyle
oWant fashionable, and high quality fitness attire
SECONDARYo18-45
omale and female
oestablished income
ousually busy/on-the-go
owant comfortable and fashionable clothing to-do everyday activities in
owant to be seen as if they lead an active lifestyle
Target Audience (continued)
Lululemon’s target audience are people who could potentially be ambassadors for them. They liveactive lives and their values align with the brand. These people are established in their careers andhave the money to spend on Lululemon’s products. The secondary audience is much broader andtargets people who desire fashion and comfort in their clothing, while having the perception thatthey lead an active life. Unlike the target audience, these people do not choose Lululemon becausethey have the same values as the brand. Instead, they are looking for a brand that is morefashionable.
The main characteristic between the primary and secondary audience is the need for comfort.Lululemon has multiple lines of patented fabrics that promote comfort while doing any activity.Their clothing can be worn as casual or fitness attire, which is appealing to both target audiences.
VENN DIAGRAM
People who are interested in Lululemon
People who are interested in
learning about Lululemon
People with enough money to buy Lululemon
Primary TA:The Yogi
Secondary TA:The Basic Sorority Girl
Primary TA:The Trendy Trainer
Primary TA:The Marathon Runner
Secondary TA:The Globetrotter
Secondary TA:The Busy Mommy
Primary Audience
The Yogi
Pain pointso Making time to meditate
o Global warming and environmental irresponsibility
o Pushing past my mental and physical limits
Motivationso Green smoothieso Generating a sense of unity through yogao Clarity of mind, body and soul
Goalso Maintain a healthy lifestyleo Hitting the perfect crow poseo Becoming more flexible
Behaviorso Hot yoga, Brikam yoga and Asthana yoga,o Being one with natureo Meditatingo Looking up new yoga positions
CLIENT: LuluemonPERSONA: The YogiNAME: DiannaTYPE: ConversationalistROLE: Yoga Instructor
“Yoga is my life. Sometimes I will teach 4 or 5 classes a day, so I am always looking for breathable, stretchy, and high
quality clothing to wear for classes. I am constantly posting photos of my self doing new yoga positions so, having
fashionable yoga attire is a must!”
Goalso Build an even better bodyo Make more moneyo Create innovative and diverse workout plans
Behaviorso Working Outo Eating healthyo Playing often with his Australian Shepard
Motivationso His own great physique o Personal successo Comfort & Style
Pain pointso Business attireo Meeting with clients
o Cutting (reducing body fat)
The Trendy TrainerCLIENT: LuluemonPERSONA: The Trendy TrainerNAME: JasonTYPE: CreatorROLE: Personal Trainer
“I am a currently running my own personal training business and I am doing very well. I am constantly
promoting my business and my personal progress on social media and now I am being approached by several
supplement companies to be an ambassador for their brands. I live my life in the comfort of workout clothes,
but when I meet with potential clients I need to look both professional and athletic.”
Motivationso Making it to the finish lineo Running faster o Having fun
Goalso Run at least 3 marathons this yearo Participate in a Warrior dasho Pushing physical limits
Behaviorso Running marathons and half marathonso Snuggling with her cat, Marigoldo Sharing runs and accomplishments with family
and friends
Pain pointso Lifting weightso Early morning runso Finding running leggings that stay put, and don’t fall off
while running
The Marathon Runner
CLIENT: LuluemonPERSONA: The YogiNAME: CandaceTYPE: ConversationalistROLE: Teacher
“I love running and participating in marathons. I post my runs and share my marathon times on Facebook religiously to keep myself accountable. I am a very fit person and sometimes my
running leggings or running shorts begin falling off of me after mile 3! I want to be fashionable while I run, but it's hard finding
running attire that fits.”
Secondary Audience
The Basic Sorority Girl
Motivations:o Being comfortableo Get good grades (so parents can give me more
money/graduate)o Starbucks
Goals : o graduate college, o Going out with friends,o Looking cute so her hot English professor will
notice
Behaviors:o Drinking Starbucks on the regularo Instagraming the perfect pictures with friendso Netflixo Occasional studying
Pain Points:o Juggling life, school studying, and money without my
parentso Trying to find time to work out and eat righto The large amount of school work professors give you
CLIENT: LuluemonPERSONA: The Basic Sorority GirlNAME: PaigeTYPE: SpectatorROLE: Student
"I am a sophomore college student, and I am constantly on the struggle bus. I just throw leggings or a comfy t-shirt to go to class, since I usually wake up 15 minutes before class
starts. I'm trying really hard to stay on top of things eat healthily get good grades and stuff, but I just get so distracted! Like, I'm SOO distracted by my hot English professor.
On Tuesdays and Thursdays, I try to find my cutest pair of leggings so maybe he'll notice."
Behaviorso Running errandso Cooking and cleaningo Hosting book clubso Pinning on Pinterest
Goalso Being a good parento Being comfortable but fashionable when running
errandso Encourage my family to lead a healthy lifestyle
Motivationso Familyo Appearance
Pain pointso Staying in shapeo Finding time for herselfo Misbehaving children
The Busy Mommy
CLIENT: LuluemonPERSONA: The Busy MommyNAME: LisaTYPE: JoinerROLE: Stay at Home Mom
"I run errands with my twin four-year-olds every day and most times they are a HANDFULL. I am always chasing them around grocery stores or malls. The only time I get to myself is when I drop them off at pee-wee soccer. I love them this young, but I cannot wait until they go to school.”
Motivationso Experiencing new cultureso Living in the momento Meeting people
Goalso Backpacking through Indiao Speak at least 3 different languages
Behaviorso Paddle boardingo Hikingo Going to exotic placeso Mountain climbing
Pain pointso Packing lighto Intolerant people
The Globetrotter
CLIENT: LuluemonPERSONA: The GlobetrotterNAME: EliTYPE: CollectorROLE: International Financial Consultant
"My profession allows for me to have A LOT of vacation time. I travel the world anywhere between 3-7 months out of the year. Usually, try to pack light during travel
but sometimes it's difficult. You never really know where you're going to go, who you're going to meet, or how much you will travel by foot. Clothing that is
comfortable, casual and can easily mix and match with my minimalistic style is always what I am looking for."
ResourcesHum, Samuel. "4 Tactics Lululemon Uses to Leverage Word-of-Mouth For Their Brand - Word-of-
Mouth and Referral Marketing Blog." WordofMouth and Referral Marketing Blog. N.p., 2016. Web. 18 Sept. 2016.
Drell, Lauren. "5 Fitness Brands Kicking Butt on Social Media." Mashable. N.p., 2012. Web. 18 Sept. 2016.
http://shop.lululemon.com/designs/_/N-1z13xjmZ1z140xk?mnid=mn;en-CA;inspiration;design;fabric-+-technology
https://twitter.com/lululemon
https://www.facebook.com/lululemon
https://www.instagram.com/lululemon/
https://www.youtube.com/user/lululemon
https://www.pinterest.com/lululemon/