Key Observations & Recommendations for

Lululemon’s Social Media Presence on TikTok

Prepared for: Ms. Vicki LeQuire

Chief Marketing Officer
Lululemon

Prepared by: Katherine LeBrun

Social Media Marketing Manager
Lululemon

March 11, 2024

Lululemon Athletica, Inc.

1818 Cornwall Avenue
Vancouver B.C. V6J 1C7
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 Table of Contents
Executive Summary……………………………………………………………… 1

Social Media Analysis.……………………………………………………………. 2

Competitor Analysis……………………………………………………………… 4

Recommendations…………………………………………………………………5

References………………………………………………………………………… 7
 Executive Summary (150-250)
This recommendation report will discuss the key observations and recommendations for
Lululemon’s social media presence on TikTok in order for the brand to improve their current
strategy and gain more loyal consumers. Currently, Lululemon’s presence on TikTok is kept up
to date with features of their products, celebrities who endorse their clothing, as well as user
generated content that helps viewers relate to the brand. The main finding of this report is that
overall, it is necessary that Lululemon become more relatable to their everyday consumer rather
than focusing on featuring celebrities and general content. For the brand to become more
relatable, it is recommended that Lululemon creates content that is more body type inclusive,
features more real user generated content, shows behind the scenes of how Lululemon’s products
are created, as well as live streams hosted by Lululemon.

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 Social Media Analysis (750 words)

Lululemon Athletica, Inc. has continued to make their presence known on TikTok through
leveraging the platform’s dynamic features that help the brand engage with their target audience
and already established audience in new and exciting ways. This analysis of Lululemon’s
presence on TikTok will dive into the strategies that have brought the brand success through the
examination of how Lululemon has capitalized on the platform’s captivating content creation.

Since the application’s launch in 2016, TikTok has captivated a global audience through short-
form, visually appealing content. The platform’s algorithm-driven feed prioritizes content
discovery and allows users to find their niche in fostering a diverse and inclusive community of
their interests. Lululemon has recognized the potential of TikTok as a playground for creativity
and authenticity, aligning with its brand values of empowerment and self-expression.
Lululemon’s TikTok strategy revolves around creating content that resonates with its target
audience of health-conscious individuals that put their wellness at the forefront of their life.

Lululemon creates content that spans from product reveals and athleisure styling tips to behind-
the-scenes glimpses of brand sponsored events and tournaments. The brand offers a diverse array
of content that educates, entertains, and inspires. They also do a great job in showcasing how real
people, celebrities or not, show their loyalty and love for the Lululemon brand. This allows for
Lululemon to create a sense of relatability and authenticity that resonates with TikTok users who
engage with the brand’s videos and content on the app.

As a brand, Lululemon relies heavily on influencer marketing to help boost their TikTok
strategy. When speaking of influencers, it does not necessarily mean celebrities, either. As
previously mentioned, the brand heavily relies on health conscious individuals who care about
their well-being and want to be a good influence and role models for others. These influencers
range from everyday fitness enthusiasts, yoga instructors, avid marathon runners, Olympians,
and general lifestyle influencers all to amplify their message. These partnerships not only extend
Lululemon’s reach to new audiences but also lend credibility and authenticity to its brand
messaging. When influencers are empowered to create everyday content that aligns with their
very own personal brand that organically features Lululemon products, it helps the brand
cultivate a sense of community and trust among consumers.

The content that the Lululemon influencers create is known as user generated content that the
brand then uses on their own platforms to promote their products and brand. The brand also
highly encourages their followers to share their personal experiences and stories that Lululemon
itself would not be able to organically create. This participatory approach not only strengthens
brand loyalty, but also demonstrates genuine enthusiasm and endorsement of its products by real
customers.

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Lululemon has also embraced shoppable content features on TikTok which has allowed users to
seamlessly purchase products features in videos. In streamlining the path to make purchases user
friendly, the brand capitalizes on the impulsivity of TikTok users. Browsing now turns into
buying. This enhances the user experience while simultaneously driving business for the
company.

Among influencer marketing and user generated content, the TikTok platform has many viral
trends and challenges that Lululemon has been able to capitalize on to enhance it’s brand
visibility. By staying in tune with the latest trends and adapting its content accordingly, the brand
ensure that it remains relevant and resonates with its audience. The brand has successfully carved
out a niche for itself in the highly competitive world of social media.

Lululemon’s strong presence on TikTok serves as an indication of their powerful authenticity and
creativity that they utilize when creating content. The brand has taken full advantage of all of
TikTok’s features to not only create relatable and exciting content, but to engage with consumers
in meaningful ways. Lululemon’s TikTok strategy continues to keep up with the evolution of
social media. Their strategic approach serves as a blueprint for brands looking to harness the
platform’s potential to driver brand awareness, gain and maintain loyalty, and ultimately boost
sales.

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 Competitor Analysis (500 words)
One of Lululemon’s largest competitors in the fitness and wellness apparel industry is a company
by the name of Alo Yoga founded in 2007. Although the two companies may have some
disparities between the two of them, consumers will often tell you that their apparel can be
interchangeable as there is not much difference between the high-quality fabrics and durability of
the clothing that they curate. Fortunately for Lululemon, they take the cake in the content they
push out to consumers on TikTok. Alo Yoga falls short of leveraging TikTok’s unique features
that allow them to engage with audiences in innovative and entertaining ways. They have a more
artistic and abstract way of advertising the company on social media however their techniques
are ineffective and often boring. We will further discuss what Alo Yoga fails to include in their
social media strategy, as well as what they do well that Lululemon should consider mimicking.

One of the brand’s weaknesses on their TikTok page lies in its inability to showcase Alo Yoga’s
products in a way that feels organic and authentic. The brand seems to rely heavily on traditional
advertising tactics that fail to grab the viewers’ attention. One example of boring tactics includes
the series of short videos where Alo employees go through a slideshow of brand products that
they believe to be versatile, classic pieces, also known as wardrobe staples, that all Alo lovers
should have in their closet. Although it is nice that they company is including opinions from real
Alo employees that are educated well on the product, the video itself is quite boring. The
information piece that viewers need may be there, but it does not speak to the viewer. This video
is just like going onto the website to browse for products.

Alo Yoga’s TikTok presence is also characterized by its willingness to embrace abstractness and
experimentation. It is evident that the brand is not afraid to think outside the box and push the
boundaries of what it means to advertise products from an active brand. From the outside this
may seem like a good thing, but once you see the videos that Alo is pushing out to consumers
you might be convinced that they are advertising everything but a fitness brand. One of their
videos that is a prime example of this is a behind the scenes video of a photoshoot. The woman
being photographed is laying down on her back with her legs up in the air with boots on her feet.
The creativity of the photo is enticing however the video had no purpose to it. It did not show the
clothing in action or give information about the product which did not give it an objective or
effectiveness.

Lucky for Alo Yoga, despite their ineffective social media marketing strategy on TikTok, they
still have a loyal following of consumers who continue to buy their products. While they may not
lose customers due to their ineffective advertising, it is unlikely that they would gain any. People
who are interested in learning about a brand want to learn about the brand and the products they
offer without any confusion.

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 Recommendations (750 words)
Although there are many strategies that Lululemon perpetually utilizes on its TikTok platform to
show its products, there are many ways in which the brand can implement new objectives that
improve their presence and ultimately help to gain new followers and consumers. I recommend
that Lululemon implement these five strategies to improve their presence on TikTok:

Body Type Inclusivity

Not everybody is a size 2 and Lululemon needs to realize that. In their weekly videos that
showcase new items arriving in stores, they constantly show tall skinny models that are wearing
between the size 0 and 2. In doing so, they are not allowing their consumers to see what the
clothing looks like on men and women that have different body types that wear larger sizes. It is
understood that all they are a health and fitness brand that emphasizes the importance of
maintaining your health, however being healthy is not always represented through the size that
you wear.

In order to fix the inclusivity and connect with their viewers and consumers, it is so important
that Lululemon changes their weekly product announcements to show each of the clothing pieces
on men and women of all sizes, not just the models who are skinny and fit. This can be done
through pictures or even user generated videos from their ambassadors or influencers who love
the brand.

Day in the Life of a Lululemon Ambassador

Lululemon focuses highly on marketing their products for people to immediately buy or showing
their products being worn by Olympians and celebrities. Although it is nice to see that
Lululemon is a trusted brand by celebrities, that is not relatable to everyday people that shop at
Lululemon. Majority of people that shop are everyday people that attend workout classes,
workout on their own, or participate in everyday activities like running errands or lounging
around in athleisure wear.

To capture the everyday lifestyle that most consumers can relate to, it is important to show just
what Lululemon is good for. This is why Lululemon should be asking their ambassadors or
influencers to create “Day in the Life” videos that showcase traditional activities of normal
people that wear the brand.

Behind the Scenes—How are Lululemon Clothes Made?

Many consumers want to understand what it is that they are really buying when it comes to
clothing and other products. Part of that is knowing how a product has been transformed from
what was once a piece of thread and to now a piece of expensive clothing that it is today. A short
TikTok video displaying the process of how a product goes from design to manufacturing to the

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store would answer questions like why a product is at a certain price point, as well as gives
consumers confidence that they are buying a high quality product through and through.

Have More Fun!

Despite the need for informational content to inform consumers about what it is that they are
buying from Lululemon, it does not need to be so serious all the time. As a matter of fact, staying
up to date with TikTok trends like popular dances and funny trends can not only boost
engagement because of popularity, but it also helps to build creativity into their mix. As relevant
as the brand is now, they can capture the attention of even more TikTok users that may be enticed
to purchase products from the brand.

Live Streaming Events Sponsored by Lululemon

The company preaches the need for health and wellness to be a top priority so it is important that
they make such activities accessible to everyone, not just celebrities or influencers. Social media,
TikTok, more specifically, can help to host live streaming events such as yoga, or any exercise
classes, question and answer sessions with fitness experts, or even product launches. This
interactive format encourages real time engagement and fosters a sense of community with the
brand among followers.

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 References

Lululemon [@lululemon]. (n.d.). [TikTok Profile]. TikTok. Accessed March 9, 2024, from
https://tiktok.com/@lululemon

Alo Yoga [@alo]. (n.d.). [TikTok Profile]. TikTok. Accessed March 9, 2024, from
https://tiktok.com/@alo