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Founder of Lululemon - Chip Wilson built a multiple billion dollar company in one of the most saturated and competitive industries - apparel retail.

I'm finding out the core principles (10 of them) of Lululemon march to wards the branding icon and how you can use the similar strategies on your own product pr brand.

In second part, I'm identifying 5 gaps Lululemon could use to grow even further.

This is a must read for anyone who is into branding besides marketing of course :)

  • SV

    Steven van Vessum

    over 1 year ago #

    Thanks for the write-up Dejan, again nice work! Did you also look into their SEO strategy?

    • DG

      Dejan Gajsek

      over 1 year ago #

      I haven't delved too much into it, to be honest. As a retail company where the brand was raised from the grassroots, they didn't do much with content marketing.

      About 50% of the visits are direct and the biggest referring sites are coming from known-publishers like nymag.com or e-zines (buzzfeed).

  • SM

    sspela m

    over 1 year ago #

    cool in-depth read! noice work! 😊

  • IG

    Igor Gorbenko

    over 1 year ago #

    It says in the article that high price tag justifies the quality. Shouldn't it be the other way around? :D

    • DG

      Dejan Gajsek

      over 1 year ago #

      Good catch - you're absolutely right. In Lululemon's strategy, the high price isn't derived from the product quality alone but more-so to justify the purchase from their target profile (high-income individuals).

  • LP

    Luka Pecavar

    over 1 year ago #

    Thx for the insightful write up, Dajan. Keep up with articles like this.

  • RP

    Rok Premuž

    over 1 year ago #

    Awesome content! Been following the brand for some time now seeing it grow and evolve. Your article gave me some interesting insight into what's exactly going on. Thanks for this! :)

  • MK

    Mario Kranjec

    over 1 year ago #

    Dejan's articles have always been a must-read. I've been following his work since he was working with one of his past clients and I'm delighted to see that he finally decided to start sharing his findings (and knowledge) with the rest of the crowd. Big thumb up!

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