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Lululemon: A Brand Empowering the People


This week in Consumer Behavior we covered the ever increasingly influential topic of reference groups, and how they influence people purchasing behavior. Specifically, the subsets of consumption subcultures who are people attracted to an activity, product category, or even a brand that unites them together.

A feeling of Community: Lululemon

A brand community, which is a non-geographic bound community based on the relationships they have with fellow owners of the brand, the products they sell, and the brand itself that I want to explore is the Lululemon community. One of my favorite brands, Lululemon has grown an all encompassing culture around an active lifestyle which I believe is tailored to the changing American values nowadays. Although they have come under flack lately in the media for certain obtrusive comments, I believe they are a standout example of a successful brand and inviting brand community.
When you buy Lululemon, the high-end athletic and yoga wear company, you become part of a “membership group.” Many members and lovers of Lululemon elect to become members of the Lululemon community “sweat club.” When you enter this club you can choose to attend events such as yoga sessions, workout sessions, and even marathons, half-marathons, and basic 5 kilometre races. Lululemon puts a huge emphasis on connecting their community, no matter where they reside in the world. They try to encourage their local retail stores to attract consumers and their sweat club members to try new things and step out of their comfort zone with the support of their local stores, sales representatives, and peers. At these events and sessions, you can meet and form relationships with people just like you that love to live an active lifestyle. You can learn more about their brand, upcoming products, and social initiatives with information sessions, and learn about the traditions within the Lululemon community.

To learn more about their Sweat club community, visit the link here: https://shop.lululemon.com/community/_/N-1z13zib

Empowering the Consumer

Image result for lululemon communityFor me, the Lululemon brand has fostered a long standing effort to create an overarching community spirit, both in person and online. I myself take part in many of these events, such as the beginner yoga sessions and workout “sweat with us” sessions. The inviting Lululemon community has actually encouraged me to try my first half-marathon this upcoming summer! Their efforts to push their loyal consumers to succeed in their own active endeavours is ongoing and far-reaching. Lululemon in my experience aims to provide consumers with a hometown feel to their events, that aligns with their company mission. Members of the sweat club are always encouraged to contribute in their events, and in some cases, members help run the events such as their sweat sessions.

For me, purchasing Lululemon isn’t just about purchasing an all around quality athletic product with world class customer service, but the sense of community that goes along with it. Lululemon and their associates have pushed me to strive for my goals, and that helps drive my purchasing behavior.

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