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Strategies to Attract and Retain Male Consumers: A Case Study of Lululemon in the Athletic Apparel Market
- 1 Textile Design, University of Southampton, Southampton England, SO17 1BJ, United Kingdom
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Abstract
The COVID-19 epidemic has transformed the sports brand industry, with a greater emphasis on health and fitness, resulting in increased demand for sports brands such as Lululemon. Lululemon, on the other hand, faces difficulties in acquiring and retaining male customers. Lululemon's gendered image has historically turned off male customers. As a result, the purpose of this case study is to investigate techniques for preserving and improving male consumers' purchasing willingness. Rebranding efforts highlighting positive male experiences, as well as cooperation with male sports figures, are required to address this. Inconsistent product quality control has also affected Lululemon's reputation. Strengthening supply chain management, internal quality control, and consumer feedback mechanisms is essential. Lululemon's lack of male-specific product designs and limited size options are other obstacles. Understanding male preferences and introducing styles that cater to their needs and diverse sizes will attract male consumers. By addressing these challenges, Lululemon can thrive in the male market, strengthen brand loyalty, and drive growth. Practical recommendations will provide insights for Lululemon and other companies seeking to expand in the male market.
Keywords
Lululemon, product design, brand image, male consumers
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Cite this article
Guan,Z. (2023). Strategies to Attract and Retain Male Consumers: A Case Study of Lululemon in the Athletic Apparel Market. Advances in Economics, Management and Political Sciences,50,50-56.
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