Research on the Athleisure Word-of-Mouth Marketing Strategy in the Chinese Market

Abstract

Being a relatively young brand compared to Nike, Adidas, etc., the young Lululemon surpasses Adidas to be the world’s No. 2 sports brand in the global brand rankings by market capitalization and continue to expand and earn huge profit. The success story of Lululemon has gained attention and has been analyzed by various research, but not particularly in word-of-mouth marketing, which Lululemon is specifically good at. This research delves into this area, leveraging the STEPPS framework to explore the brand’s social transmission strategies. Lululemon’s excellence is evidenced in its targeting of upscale consumers, adept utilization of grassroots ambassadors, marketing triggers of “female,” “athleisure,” and “high quality,” emotional support and confidence gaining, as well as public engagement, the consistent portrayal of health, high fashion, and more importantly well-being in both physical, mental, and social aspect. Despite its global success, challenges remain, including addressing the lean-fit body ideal and the brand’s expansion into the male market. Lululemon must also strategize against emerging competitors to retain its lead, especially within the Chinese e-commerce domain. Although this study provides comprehensive insights, relying on Lululemon’s official content poses potential biases, and further research is encouraged to explore word-of-mouth marketing from a global perspective. This work offers a pivotal reference for athleisure brands navigating the intricate dynamics of contemporary marketing.