When I think about lululemon (LULU), I can't help but think about successful brand strategy, particularly when it comes to digital marketing. They have social cover across ALL platforms, they have a personalized email strategy, and they even have television. What's not as broadly discussed is their use of "community". LULU's ability to leverage the consumer by advertising the entire cohort of people is brilliant. The company can advertise its feel good fitness brand, while also selling an experience of a sense of belonging. The advertisement of the community can be woven into all products and is, successfully. This sort of strategy breeds success as each new customer wants to be a part of the group (even if the group is small, they don't know that!), it is a success begets success story. It's not to discount the work across other verticals but, the use of community is truly unique.
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