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
 Executive Summary
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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 Table of Contents
Executive Summary………………………………………………………………1

List of Illustrations………………………………………………………………..3

Introduction……………………………………………………………………….4

Social Media Analysis.……………………………………………………………5

Competitor Analysis………………………………………………………………7

Recommendations………………………………………………………………...9

Conclusion………………………………………………………………………..12

References………………………………………………………………………...13

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 List of Illustrations

Illustration 1. Weekly Product Review…………………………………………...5

Illustration 2. Celebrity Athlete Influence……………………………………….5

Illustration 3. Viral TikTok Trend………………………………………………..6

Illustration 4. Alo’s Product Reviews…………………………………………......7

Illustration 5. Alo’s Abstract Approach………………………………………….7

Illustration 6. Body Type Inclusivity…………………………………………......9

Illustration 7. DITL: Lululemon Ambassador…………………………………..9

Illustration 10. Behind the Scenes of Clothing Production……………………10

Illustration 11. Livestream Events………………………………………………10

Illustration 12. Product Purchases Directly From TikTok…………………….11

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 Introduction
In the fast-paced realm of social media marketing, navigating platforms like TikTok requires
understanding of audience engagement and brand representation. This report will dive into the
social media strategies used by two prominent brands in the activewear industry, Lululemon and
Alo Yoga. This report will focus on each of their approaches within TikTok’s landscape of tools
and offerings. Through the examination of content styles, this report offers insightful analysis
and actionable recommendations for Lululemon to enhance their presence and impact on TikTok
users to drive engagement and sales.

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 Social Media Analysis
Lululemon Athletica, Inc. has continued to make their presence known on TikTok through
leveraging the platform’s dynamic features. TikTok’s tools 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’s current content creation and strategies.

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 place to display 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.

Weekly Product Reveals

Lululemon creates content that spans from product reveals and athleisure
styling tips. One of their staple pieces of content are weekly videos with
current Lululemon employees showing some of the new pieces that
customers can find online and in store in the coming week. This piece of
content is made to educate, entertain, and inspire consumers to shop their
stores. Although this piece of content seems to be overdone and boring, it
does give insight into new product. This piece of content could likely be
spruced up through having actual try on hauls or showing the real product
in hand rather than just using stock photos that can already be found on the
website. TikTok should be an additional tool to help consumers that gives
a little bit more information.
Illustration 1.
Weekly Product Review

Reliance on Influencer & Celebrity Marketing

As a brand, Lululemon relies heavily on influencer marketing to help
boost their TikTok strategy. 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

Illustration 2. 5
Celebrity Athlete Influence
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.

Viral Trends
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 its 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.

Illustration 3.
Viral TikTok Trend

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 Competitor Analysis
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.

Organic & Authentic Content

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
the 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.
Illustration 4.
Alo’s Product Reviews

Abstractness & Experimentation

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

Illustration 5.
Alo’s Abstract Approach

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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
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
Illustration 6.
always represented through the size that you wear.
Body Type Inclusivity

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.
Illustration 7.
DITL: Lululemon Ambassador

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 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 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.

Illustration 8.
Behind the Scenes of Clothing
Production

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.

Illustration 9.
Livestream Events

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 Implement Product Purchases Directly From the App
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.

Illustration 9.
Product Purchases Directly from TikTok

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 Conclusion
In conclusion, the examination of Lululemon's social media strategy on TikTok alongside a
comparative analysis with Alo Yoga's approach reveals opportunities for Lululemon to improve
on their content output. While Lululemon has demonstrated a strong presence on the platform,
leveraging engaging content and collaborations to resonate with its audience, there is still
potential for deeper community engagement and user-generated content initiatives. By
incorporating elements of Alo Yoga's strategy like fostering a sense of inclusivity and
authenticity, Lululemon can further enhance its TikTok presence and represent their position as a
leader in the activewear industry. Moving forward, it is recommended that Lululemon continues
to experiment with more organic content formats to connect, relate, and engage with its audience.
This will help cultivate a brand identity that aligns seamlessly with the values and preferences of
Lululemon customers. Through strategic adjustments, Lululemon can strengthen its connection
with consumers, drive brand loyalty, and ultimately drive business growth.

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 References

Lululemon [@lululemon]. (n.d.). Posts [TikTok Profile]. TikTok. Retrieved March 9, 2024, from

https://tiktok.com/@lululemon

Alo Yoga [@alo]. (n.d.). Posts [TikTok Profile]. TikTok. Retrieved March 9, 2024, from

https://tiktok.com/@alo

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