LuLuLemon's Culture and Lifestyle

A very important and successful consumer behaviour concept is creating a consumer lifestyle around a product by marketing how a person spends their time and money and having the product give them a social identity. Consumers choose products based on their lifestyles.  One brand that uses social media to really promote a culture and a way of living is LuLulemon Athletica. LuluLemon’s Facebook, Twitter, and YouTube market the brand to help an individual really feel a specific way of living, primarily targeting an athletic audience. All of the social media sites promote its products for specific reasons, such as yoga and running. The athletic wear is known to be very durable and light, perfect for any type of weather conditions, but, at the same time, also being very fashionable.

The social media sites are very motivating by promoting the active wear for specific reasons. LuLulemon has a program set up on their website that allows customers to set personal goals for five years to ten years.  It really wants to get consumers involved and focused on achieving their goals and creating their ideal life. LuLulemon will follow you every step of the way when completing your goals, including daily blog posts to help one to stay motivated. Once you have completed these goals and live the “LuLulemon lifestyle,” you become an “ambassador” for LuLulemon, being someone who lives the culture of LuLulemon. 

These ambassadors are posted daily on YouTube videos and remind consumers to stay motivated, promoting different ways of living.  An example would be a walkthrough of a yoga routine. Ambassadors also provide product feedback and opinions of what they would like to see in the future.   LuLulemon listens to these thoughts. This Consumer Behaviour concept really gets consumers involved in a community feeling, helping them to truly experience a sense of belonging to a certain lifestyle.  This is positive for LuLulemon because they get to target a specific segment and focus on people who wish to experience an active lifestyle through yoga, health, and feeling good.  LuLulemon creates a culture which encourages consumers’ dreams and provides them with the support to achieve these goals.