Analysing Lululemon’s Localisation and Community Marketing Strategy in China in the Context of Globalisation

Abstract

As an athleisure brand known for its women’s yoga trousers, Lululemon Athletica, Inc.(‘Lululemon’) does not pursue celebrity endorsement, but instead works with brand ambassadors and local communities to create offline brand communities and a sense of belonging among customers. Reacting to the pandemic’s impact, Lululemon is rapidly becoming a brand comparable to Adidas and Nike, due to its superior community marketing strategy in a global athletic apparel market that continues to be sluggish as the global retail industry remains weak.

This report will explore the localisation of multinational brands in the Chinese market through the lens of brand communication. Through the analysis of Lululemon’s key opinion leader (‘KOL’) team marketing model, shop experience activities, vertical retailing and its series of practices in the Chinese market such as the establishment of WeChat communities, this report will consider the advantages and disadvantages of multinational brands in the Chinese market as well as the dilemmas and challenges they face. In light of the current market environment, the role of community marketing in the localisation and promotion of international brands is explored, and corresponding community marketing suggestions are made to build brand loyalty and brand equity in the social media era.