Characteristics Of Lululemon

Community brand building ventures is a distinguishing characteristic of Lululemon. Lululemon is centred on a community based approach which they use for building brand awareness, word of mouth marketing and gaining customer loyalty. They also appeal to consumers by marketing using social media via Twitter and Facebook to increase brand awareness. They partner with local fitness centres, health clubs and yoga studios as community-based marketing and a form of endorsement, building relationships with the instructors who then sample, promote and sell Lululemon products, in return Lululemon recommends the local health clubs and studios to its consumers. Lululemon provides complimentary yoga classes in store enabling their “yoga community” to come