Article
Lululemon brews unique approach for luring male shoppers
Lululemon obviously believes the way to building a bigger male consumer base is all about crafting the right beer.
August 4, 2015 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Some mommas once said the way to a man’s heart is through his stomach. In the case of Lululemon and its goal to build out its male consumer base the strategy is clear: The way to a male shopper’s wallet is through his beer mug.
The pricey high-end activewear brand is launching its own brewery offering in Canada as a way to advance its status in the male fashion market, according to CBCreport.
A Lululemon tweet spoke directly of the effort last week: “Beer, it’s the new yoga pant.” The fashion retailer has launched Curiosity Lager that it’s crafting with Stanley Park Brewing. The lager is scheduled to hit store shelves in mid August and will be sold in a limited run of less than 100,000 cans.
The marketing move has more than a few industry watchers perplexed but apparently it seems to make sense for the brewery company.
"Just because you’re a yogi, doesn’t mean you won’t have an occasion for beer, and we’re certainly interested in talking to that crowd,” Doug Devlin, director of marketing for Vancouver brewery Stanley Park Brewing, told CBC. “I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd. It’s a nice way for each of us to take what it is we do to a new consumer.”
But as one retail industry watcher told Retail Customer Experience, the beer, which by the way will include chinook and lemon drop hops, is one of those "what the heck?" retail promotions.
"Sorry this makes no sense on any level. Who are their users? Women and minority of men. What made them successful? Getting to know the local yoga instructors prior to opening and taking professional photographs of them to place on their interior walls. In addition, free classes when the store closed. And awesome goal-oriented employee training," said Bob Phibbs, the Retail Doctor, who described the marketing move as likely a "ploy" for the "shock-obsessed media."
"What planet does this come from? Like a minority Presidential candidate doing anything they can to get coverage — even if it has nothing to do with their platform, this seems wrong-headed on every level. While the beer might sell — and I doubt it with their That Girl logo on a product aiming for fit men, how does that translate into anything but WTH were they thinking?" said Phibbs.
Lululemon isn’t just known for pricey clothing. As a retail brand it’s got a unique merchandising approach as it focuses on creating a limited number of clothing pieces and once stock is gone, the item comes off the SKU list. It’s not the first time Lululemon’s making headlines outside the scope of fashion news. Just two years ago its chief, former CEO Chip Wilson, became an Internet target after stating some female bodies aren’t made for yoga pants and “Just don’t work.”
About Judy Mottl
Related Media
Subscribe
Get the latest news and resources from Retail Customer Experience.
