A Systematical Analysis Framework on Lululemon---- High-end Professional Brand Image and Close to life Promotion

Abstract

关于Lululemon的系统分析框架----，高端专业品牌形象和贴近生活的推广刁玉卓1，*1 北京交通大学经济管理学院，100091，北京，中国*通讯作者。Email:18726086@bjtu.edu.cnABSTRACTAs 体育用品市场持续低迷，全球零售业处于疲软状态，而以瑜伽服起家的lululemon却发展迅速，已成为与阿迪达斯、耐克相媲美的运动品牌。 近年来，随着中国经济的发展，瑜伽市场持续增长。 Lululemon也将中国市场作为下一步发展战略的目标。本文从品牌定位、品牌形象塑造、品牌社区文化三个方面分析了lululemon的成功营销策略。并运用波特五力和SWOT模型进一步分析了Lululemon的战略举措。As the sportswear market continues to be sluggish and the global retail industry is in a weak state, lululemon, which started with yoga clothes, has developed rapidly and has become a sports brand comparable to Adidas and Nike. In recent years, with the development of China's economy, the yoga market has continued to grow. Lululemon also targeted the Chinese market for its next development strategy. This article analyses the brand strategy of lululemon's successful marketing strategy from three aspects: brand positioning, brand image shaping, and brand community culture. And used porter's five forces and the SWOT model to further analyse lululemon's strategic moves.