Take a walk along the streets of any major metropolis and ask a passer-by, “what is lululemon?” Odds are that their answer will include “yoga.” Does this mean the brand’s position revolves around its overpriced yoga pants? Absolutely not.
A core philosophy we employ and instill upon each of our clients is that positioning does not happen overnight, nor is it exclusive to the launch period. Every position we develop is aspirational and provides the brand team a roadmap for elevating a product into a brand with a purpose. The lululemon brand represents empowerment and self-improvement, which is even teased through the manifesto printed on each bag, “Do one thing a day that scares you.” This powerful mantra can be interpreted in many ways, yoga being just one. Launching with its roots in yoga allowed the company to gain success with customers who most closely mimicked its values; however, today, over a decade later, and after careful consideration, the brand is expanding its product-line to include running, hiking, and meditation.
Rather than launching with a position to make the best yoga pants on the market, lululemon did what many teams struggle to do: think aspirationally. By clearly articulating where they wanted the brand to go internally, lululemon’s management team was able to make the right decisions to move the brand closer and closer to what they set out to create. That journey has been filled with extreme success both on and off Wall Street and we anticipate more from them for years to come.