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Lululemon stretches marketing focus beyond the yoga realm

June 6, 2017

While yoga enthusiasts remain a prime focus, Lululemon is stretching its marketing bandwidth to lure in other active consumers, such as those who surf.

The retailer's latest marketing strategy, according to an Ad Age report, is all about how yoga plays into other healthy activities and a healthy lifestyle, and is illustrated in the retailer's latest video spot.

"The irony is that it's all about yoga," Duke Stump, executive vice president of brand and community at Lululemon, told Ad Age. "One of our goals was to make it aspirational but both accessible and inclusive so people can see how yoga can be part of their everyday life."

Last year the retailer took in $2.3 billion in revenue, a healthy 14 percent jump from the prior year and enjoyed a 6 percent spike in same-store sales, noted the report.