Target Market Lululemon Athletica

October 4, 2020 Target Market: Lululemon Athletica In a business, their target market is the key essential in marketing a brand. Lululemon specializes in active wear for men, women, and youth girls. The age group is targeted towards 16-35-year olds who are motivated in their athletics and want to have a sporty/fit appearance. Their clothing is meant for people apart of athletic activities, but mainly yoga. Their main products include leggings, pants, jackets, tops, and shorts. Including their accessory line, ranging in yoga mats, water bottles, headbands, and bags. Lululemon’s products are categorized as consumer discretionary, meaning that consumers with higher income levels tend to spend the most money on their products. Lululemon fulfills a customer need for wanting to look and feel healthy in their clothing. In order for Lulu to achieve their customer’s wants and needs they focus of the product design and development. Their clothing and products are specially designed by a team in Vancouver. They use advanced fabrics such as Luon and Silverscent. Their design team develops the products to have a loose-fitting feel while still looking fitted. Their clothing is soft and stretchy but holds its shape better than a normal pair of leggings. Lululemon specializes in making their products innovative and the technical performance of the brand. The first advertisement provided by Lululemon that I found interesting is called “The Other 364”. The message of this advertisement was to raise awareness for gender equality. It reveals the power of coming together as a human nation and the differences that can be made in a single day. This advertisement is to support International Women’s Day, showing that as a brand they support the importance of equality. The second advertisement I found was called “Feel at One – Sara Clark”. This short video shares with the consumers the importance of feeling beautiful and being yourself. Sara Clark describes how she felt the only way to be pretty was to be thin, but then as she got older, she realized that being herself is what makes her beautiful. She also shows how yoga has brought her peace and calming in her life. This is where Lulu comes in. Her clothing gives her a sense of beauty and the power yoga has on her mindset. The last advertisement that I found fascinating and convincing is their YouTube channel. Throughout their page, there are several 5-30-minute workout and yoga videos. This may not seem as a direct advertisement; however, it is a strategy for them to connect with their consumers. It provides helpful ways to stay healthy and workout, while also wearing the brand to promote it. When watching workout videos to replicate, any consumer wants to be and look like the person directing the video. This is how they advertise their clothing while also providing ways for a consumer to stay active. When purchasing clothing items, they are usually a replication of a person’s personality and how they want to be portrayed. You can tell a lot by a person solely on the clothes they wear. The type of personality of a person who wears lululemon, are people who want to look athletic and wealthy. Lululemon is one of the higher brands of athletic wear, so when consumers purchase their brand, they are wanting to have an impressive look.