â€œYou can see on their website and in their stores, they have built a very strong and distinct lifestyle brand that resonates with consumers and feels like an extension of who they are (or want to be),â€ says Mary Elise Chavez, director of Creative Strategy at Blue Fountain Media.
, who recently was asked by Reuters
to conduct an assessment of Lululemonâ€™s brand online, believes Lululemonâ€™s ability to carry this in-store experience over to its online presence has been key to its recent success.
â€œProviding a unified branding structure deeply resonates with consumerâ€™s lifestyle concerns,â€ she
hits the mark
In addition to an ability to bridge the gap
from in-store experience to online, Lululemon
is very adept at creating a sense of community and remaining in consumersâ€™ minds beyond the point of purchase through the companyâ€™s strong lifestyle brand ethos.
The Vancouver-based company focuses on educating the consumer and this, in turn, adds value and credibility to the brand, according to Chavez
One way for Lululemon
to optimize further, according to Chavez
, is organic search engine optimization rankings and targeted landing pages to help drive traffic and conversions.
â€œConversion optimization is necessary to assure site traffic is converting and there is a low abandonment rate,â€ says Chavez
One way to achieve this is goal is by integrating social media to add product and brand exposure through word of mouth.Â What our friends and peers think is already weighed more heavily when search delivers us relevant information (think Facebookâ€™s Like Button and Google+1).
By utilizing social media tools that target recommendations based on what friends â€œLikeâ€, Lululemon
would more likely increased conversations stemming from a trusted source.
A sure way to pull larger groups of buyers in would be through incentive-based events like the Flash Sale.Â While companies like Gilt have had great success providing â€œ instant insider accessâ€, Chavez
says Lululemonâ€™s brand would benefit from the more controlled approach employed by Oscar de la Renta .
Using QR Codes / StickybitsÂ is also a great way to empower consumers with access to exclusive information, tips, coupons, shipping deals and promotions by simply scanning with a smart phone, according to Chavez