Founded in 1988 by Chip Wilson, Lululemon Athletica is a powerful brand with over 300 stores spread across different parts of Canada, Europe, Asia, the United States, and Australia. The company reported net revenues of over $1.8 billion in 2015. Additionally, the company has diversified its operations from yoga wear to offering all types of athletic apparel such as swimwear, running wear, and cycling wear, among others. One of the most potent drivers of the company’s successful growth has been its resilience in embracing social media.
What is your opinion about Lululemon’s social media efforts? How much of the company’s success is attributable to its social media activity?
Lululemon’s social media efforts have been very successful; helping the company develops a strong reputation as an effective digital marketer. The strategy adopted by the company had grown organically, reflecting its customers’ interests and behaviors (Solomon et al., 337). The success of its social media strategy can be attributed to several factors. For instance, embracing a wide range of social media bases, such as Facebook, Twitter, Instagram, Pinterest, and YouTube worked in favor of the company. Additionally, using the platforms to foster relationships with its customers has been critical in building brand loyalty and confidence. All these factors have been crucial in driving a successful social media strategy
A significant portion of the company’s success is attributable to its social media activity. A company’s ability to generate income is highly depended on its ability to create a successful brand. By using its customers to promote and assess its products, real people can identify themselves with the brand. This is in line with the theory of reasoned action. Adopting a correct ‘multi-platform’ content strategy, where each social media site matched its content with its users’ needs, helped create a strong brand.
How would you handle Yoonji’s first assignment? What would be your criteria in assessing the Heylululmon.com site? What recommendations would you make?
It is critical to assess the success of the social media website. I would handle this specific assignment by using different metrics to determine whether the Heylululmon.com site is reaching the target audience. The criteria used to evaluate the website would be classified into four major categories; sales metrics, consumption metrics, lead generation metrics, and sharing metrics. Consumption metrics relate to the content that visitors to the website see and consume once they interact with it. This would evaluate things such as page views, video views, and downloads. Sharing metrics would determine the frequency within which the content is shared across the website. Sales metrics would evaluate the growth in sales attributable to social media engagements.
Some of the recommendations I would make to improve the site would be to create an engagement and impression tracker whose aim is to tracker how the audience interacts with the site, feedback given and likes and dislikes. I would also recommend for the integration of the website to the other traditional social media sites, such as avoid duplicating the same information, which in turn may turn annoying to the users. Integration of sites would also make it easier to assess the success of the whole spectrum of social media strategy adopted by the company
What new social media trends would you advise Lululemon to get involved in? Why?
With changing business environments, it is wise for Lululemon to embrace new social media trends. Some of such patterns that the company can get involved in include; influencer marketing, social listening, augmented reality, and chatbots. Influencer marketing is becoming relevant day after day as more people tend to buy things associated with people of significant influence such as footballers, athletics, musicians, and business people. Augmented reality makes advertising not only practical but also fun to interact with. It would be necessary for Lululemon to get involved in these trends that are shaping the current social media strategies.
Solomon, Michael R., et al. Consumer behavior: Buying, having, and being. Vol. 10. Toronto, Canada: Pearson, 2014.