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Lululemon Lazada Brand Strategy

Lululemon partners with Lazada in a bid to supercharge its growth across APAC


By Danielle Long, Acting APAC Editor

January 23, 2023 | 7 min read

Lululemon has launched an e-commerce platform on Lazada as the athletic wear brand moves to expand its presence across Asia Pacific.

Lululemon APAC

Lululemon launches first official branded store on LazMall as it seeks to grow brand in southeast asia

The launch, which sees Lululemon open its flagship store on Lazmall, the e-commerce giant’s dedicated brand area, marks the brand’s first e-commerce partnership in Asia.

It’s part of a broader brand strategy to boost growth throughout the Asia Pacific region, which Lululemon has earmarked as a key driver in its plan to double its global business to $12.5bn by 2026.

Nathan Chang, vice president of  brand marketing & community for Lululemon APAC told The Drum, “Asia Pacific is a strategic growth driver for Lululemon. We will continue to expand our store presence, invest in our communities and the guest experience in the coming year.

Nathan Chang Lululemon

“We’ll continue to explore ways to build confidence and empower people through our products, as well as through creating positive experiences for our guests and communities.”

The athletic apparel brand, which operates in nine markets across APAC including Australia, Hong Kong, Japan, Korea, Macau, Malaysia, New Zealand, Singapore and Taiwan, said the Lazada partnership was the first step in its strategy to reach new audiences.

“We are excited for more opportunities to build deeper and meaningful connections with Southeast Asia’s consumers through Lazada and are exploring new ways to engage with them, such as interactive livestreaming on the platform. This first e-commerce partnership in Asia marks a major step forward in our Power of Three x2 growth strategy in Asia,” says Chang.

Lululemon’s power of 3 x2 strategy aims to double the company’s revenues by focusing on product innovation, guest experiences and market expansion.

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“As Lululemon continues with its Power of Three x2 growth strategy, [the brand] has been focusing on ensuring local relevance and deepening connection while introducing the brand to more communities around the world across both physical and digital.

"This partnership with Lazada could serve more consumers across Southeast Asia with direct access to Lululemon’s product innovations, helping our brand to further drive its digital expansion. This venture is also part ofLlululemon’s ambition to reach and inspire more digital communities through creating a bigger marketplace.”

The Lazada partnership is key to the brand’s focus on establishing a presence within markets, while also ensuring relevance to that market, says Chang.

“Our deep connection with guests allows us to tailor our products so they reflect their needs and lifestyles. One example of this is our Asia Fit product line, which we developed with Asian guests in mind, creating a customized fit, with the same functionality and design.”

However, it’s not just about ensuring the products fit; it’s also about ensuring the brand occupies an authentic space within its markets. This positioning has grown with the brand, which began as a yoga wear company before expanding into a global activewear giant. A key component to the brand’s success has been its positioning as a lifestyle brand for active people who want to belong to a like-minded community.

Chang says, “Lululemon is a brand that stands for community with connection firmly at our core. We create ongoing relationships with our guests in all local markets that go well beyond a transaction.

“Through our DTC vertical model, we empower our stores and educators to determine the right way to engage and connect with guests in their local communities. This is how we develop deep relationships and understand our guests’ passions and needs, including how they like to sweat, helping us to remain locally relevant while growing our global community.

“We remain focused on ensuring local relevance and deepening connection as we continue to introduce the brand to more communities around the world,” says Chang.

The brand invests in creating what it calls “world-class experiences” which are available both in-store and via its digital platforms.

“As an example,” says Chang, “to help our new Lazada users understand more about Lululemon’s innovation philosophy Science of Feel, Lululemon Educators hosted LazLive livestreams on the Lazada platform in Malaysia and Singapore in January, sharing insights about the fabrics, features, fit and function of Lululemon products available on the platform.”

Lululemon has also launched a campaign, 'Progress Your Way', which aims to engage customers in a health or fitness journey for the new year to make 2023 “their best, most successful year yet”. As part of the campaign, Lazada customers could receive discounts and special product offers.

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As Lazada Group’s executive vice president of regional strategic accounts, Pierre Beckers, said, “As lifestyles normalize this new year, wellness continues to be a focus with people seeking connection through activities and meaningful experiences. Consumer's demand for athletic gear will continue to grow, coinciding with the increased appetite for online shopping that has taken root over the last few years.”

“We are thrilled to be the partner of choice for Lululemon as they expand their digital footprint into Southeast Asia.”

Lululemon Lazada Brand Strategy

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