Lululemon Brand Extension : Rest & Rise

The primary aim of the marketing development plan is to advance Lululemon’s brand equity, enhance customer engagement and underscore the brand’s alignment with prevailing macro trends. As a prominent leader in the athleisure sector, Lululemon aspires to position itself as a complete lifestyle brand that embodies all dimensions of the wellness lifestyle. Consistent with the brand’s identity, the strategy involves the expansion of the product portfolio to feature a sleepwear line within the Wandermust collection. The expansion is to be complemented by the launch of Lululemon’s official app in the UK market, featuring a new sleep guide service. This move strategically broadens Lululemon’s digital footprint while deepening customer engagement and affirming the brand’s commitment to holistic well-being. The launch of this strategy will be part of an integrated marketing campaign that spans both online and offline channels. This campaign will increase customer engagement and capitalise on untapped digital marketing potential. Promotional activities and elements will be strategically employed to promote the new product and service, fostering a sense of community in line with the brand’s core values and ethos.