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From zero to 100 - that's what Lululemon Athletica has achieved. The business success of the Canadian sportswear company makes the sports retail industry cringe in awe. How did his brand Lululemon, which has made leggings socially acceptable again, become an international star brand?

Basically, it follows a single recipe for success - and it is as simple as it is obvious: it is values that attract people to strong brands. With this insight, the Canadians have found a way to survive alongside the top dogs Nike, Under Armour and co. They build communities - for people who feel like they belong because they share the same values.Lululemon is therefore more than just a product brand: it is a networking platform that promotes the exchange of like-minded people - and offers comfortable, premium-quality clothing as a kind of side effect. It's a lifestyle brand that has made plain leggings socially acceptable by elevating them to a higher level of meaning. It is a brand that satisfies longings and creates a sense of togetherness. Lululemon does not see itself as a manufacturer of sportswear. The brand wants to be a reliable partner "that helps you to be the best version of yourself every day".

1. Continuity is Key to Success 

Physical fitness and mindfulness for your body have become a cult over the past 20 years. Yoga studios are springing up like mushrooms. It seems that people in our hectic world are looking for a sanctuary to slow down. A refuge where they can focus exclusively on themselves for a few hours. Lululemon founder Chip Wilson, himself a passionate yogi, recognized the yoga trend back in 1998, so he developed products to fill this gap in the market. He sold his first yoga pants directly to yoga teachers - the Lululemon brand and its special sales concept were born. The fact that Wilson ...

• reacted so quickly to the trend,
• recognized a lucrative sales niche and brought
• industry expertise from the skateboard and snowboard business.

... this was the launch pad for Lululemon's meteoric brand success and today the brand is loved by millions of people in the core markets of the USA, Canada, Asia and Australia. It has made it from the yoga studio to the street. 

2. Design meets Function

Brands are only brands when they have peak performance that gives them value and character. Otherwise a brand is just an empty shell, has neither profile nor contour.Lululemon was clever, took the Apple model as an role model and transferred it to the sports industry. Like Apple, Lululemon focuses on functionality, design and visual beauty. Apple strives for unique features and always wants to improve. Apple pays a much higher price for this pursuit of perfection - and customers willingly accept this price. It's the same with Lululemon: the brand is constantly improving textiles and materials with the help of the latest technologies, resulting in Lululemon's customers, also affectionately known as "Luluheads", having no problem with price premiums and willingly spending 100 dollars or more on yoga pants. Lululemons' best customers are people who care deeply about their health, an active lifestyle and an attractive appearance. People who are looking for stylish clothing that is also functional and extremely comfortable. A brand must not rest on its laurels. It must always work to recharge its brand battery with new services and keep the brand energy high so that it remains competitive and attractive to the consumer.

3. Brand as a Statement

Lululemon is not just about sportswear - the brand has developed into a philosophy of life within its fan community. It has clear convictions and demonstrates attitude. This not only provides orientation, but also fulfills the "Reason Why". This is particularly important for younger generations, such as the millennials or Gen Z. Lululemon defined principles: According to these, friends, for example, have a higher value than money. Sustainability starts with each individual. This attitude serves as both a promise and a challenge to every single customer: Get the best out of yourself every day. Give the best back. Lululemon supports the well-being of individuals through its products and communities - and makes a contribution to society as a whole.

4. The Strengths of your own Category

Lululemon is a man of conviction. The brand not only capitalized on the yoga hype, it went one step further: it combined premium quality sportswear with comfortable streetwear, thus defining its own category - the "athleisure" category. It stands for the pursuit of physical self-optimization (athletic) and the time factor (leisure). Lululemon products are designed to help people get the best out of themselves and at the same time slow down, meaning that the brand is positioned on the scarcities of time and self-optimization. It has thus achieved a higher level of meaning that goes beyond pure product benefits. Lululemon creates a sense of purpose and is in tune with the times - a turbulent time in which people long for time out and moments of genuine, human closeness and celebrate more mindfulness for body and soul.

5. Know your Customers and their Desires

You have to hand it to Lululemon: The communicators know exactly which brand messages to use to address whom. The recipe for success: Lululemon does not describe its customers with traditional target groups, but with personas. These allow them to understand buyers in greater detail and depth. Traditional target groups are based on basic demographic data such as age, gender and nationality - and don't stand a chance with Lululemon. Brands need to think in terms of lifestyles and understand the motives, desires and value structures of their buyers. Lululemon has understood this and aligned its business model and ecosystem with its personas. The brand's success proves it right: Lululemon pants have become a stylish companion away from the yoga mat. Especially for body-conscious and quality-loving people who strive for an active lifestyle in the community. These are the Lululemon personas:  

6. Local Brand Ambassadors act as credible Multiplicators

While major players in the sportswear industry rely on global celebrities such as Rihanna or Gigi Hadid to push their brands, Lululemon is relying on something completely different: an ambassador program. The company approaches local yoga and fitness coaches and turns them into fans of the brand, who then act as credible and inspiring multipliers, carrying the brand into the fitness communities (source). They give free in-store courses, take part in global Lululemon events and constantly exchange ideas with customers.free yoga sessions are offered in the Munich Lululemon store, especially at weekends. The "local influencer yoga teacher" Sinah Diepold does this there. With almost 17,000 Instagram followers, she is considered a micro-influencer in the field of yoga. She has built a strong community of believers from which Lululemon now benefits, and this ambassador program is a communication vehicle between brand and customer, transporting her ethos of self-optimization into the communities. There is something personal about this distribution concept, it gives customers a sense of family, community and cohesion. A community of faith that supports each other with the right Lululemon products to live the best life possible. In addition, there are elite ambassadors who are involved in design processes and product testing - they provide valuable feedback to perfect the products.Lululemon has not only built a strong brand, but also established a way of life in its fan communities. The brand would not have grown to its current size without its local brand ambassadors. Lululemon is a pioneer in the athleisure industry. The Canadians have understood that a brand is more than just a product and a communicative surface. It succeeds in shaping communities of faith through authenticity, values and attitude. This consistency has made them a much sought-after lifestyle brand.

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