Question

Conduct an investigation of social media to examine user-generated content related to Lululemon. a. What are the trending topics on social media related to Lululemon? (Use a free social media aggregator, such as Addictomatic or Twazzup, to investigate.) b. What is the sentiment of the comments related to Lululemon? Compare the sentiment ratio of Lululemon to two of its competitors. What does that mean? c. What other sources of user-generated content can you find on social media? Do consumer perceptions appear to be supportive of sale of Lululemon’s men’s clothing? Explain

Answer 1

Ans) Study tested theories of the discrepancies between Twitter, Facebook and YouTube in brand-related user-generated content. It measures them using data from a 600UGC content analysis for Lululemon retail-clothing brands in seven dimensions resulting from a high priority reading and inductive analysis of the UGC.

User-generated content (UGC) is an important way for the user to express himself and communicate online; it is that which occurs both in the moment of sociality and as an object. UGC comes in many different forms, including blog posts, Tweets, Facebook status updates, YouTube videos or Second Life digital buildings.

Lululemon was founded in 1998 and is a fast-growing yoga clothing designer and retailer with 124 stores in North America (as of January 2010). The marketing approach of Lululemon is very community-based and since its founding, the company has received no negative attention. Lululemon yoga pants have been a must-have option for years at the forefront of the sportswear industry. The company has recently developed a creative means of promoting its business through social media, opting to turn the cameras away from sport models and their customers.

Social media for review of Lululemon user-generated content.

Over the years, marketers have faced the challenge of creating strategies that connect, interactively and provide customer benefit proposals. Recently, advertisers have been masked, i.e., in recent times. Content created by the user. The task of creating marketing content is thorough, enjoyable and appealing to consumers. The development of content together with marketing campaigns is not a single process. After all, the campaigns are not as successful with reduced returns on investment, not even for content creation and marketing. This is why brands have used content created by users to improve their marketing campaigns. The most trustworthy, authentic, and trusted source of content for customers is known as user-generated content and it has a tremendous influence on their actions and decisions. According to a survey, in place of brand-generated content marketing, 85 per cent of surveyed users consider user-generated content more relevant and real.

Lululemon's #thesweatlife campaign asks clients to share images of their activewear from Lululemon. The company is a yoga apparel & activewear manufacturer and was asked to share snaps with the hashtag on Twitter and Instagram by people getting into their garbs. In particular, a segment on Lululemon's website shows user-generated content pulled images from the #thesweatlife campaign magnetizing potential customers and encouraging them to click through. The brand fantastically exploited the broad follower base. In addition, the feed show on the website serves as a visual user analysis of the yoga and activewear that tells people what the products look like in practice. User-generated media is among the most effective ways for building a brand, user engagement, genuine customer feedback and analysis, and more, as shown by the above-mentioned companies that have worked successfully on UGC projects without investing a hefty sum of money. The use of user-generated content to maximize website interaction is what every marketer should do and the best way possible is to use a UGC platform for this!

There are three main reasons why Lululemon was able to compete with the industry quickly.

~Niche focus.

~Culture of innovation.

~Emergence of athleisure as a mainstream trend.

Lululemon is more than a brand to many, it is a lifestyle. The company attracts a wide variety of people from the Lulu sweaters to the yoga pants and the yoga blocks to finding the perfect gym bag. Consumers vary from young to old, and from female to male. Many buy the clothes for purposes of sports while others wear the brand for a sense of belonging. Lululemon aims to build a community with its customers. The philosophy of Lululemon is one which is common to all customers. The message is impactful, whether it was first seen on the iconic reusable lulu bag, quoted by friends and family or seen on the website. The manifesto speaks volumes about how to do so for the optimistic thinker, the risk-taker or the individual who is ready to create a change and make a point. The lululemon is at the heart of the online community as it offers contact information and links to the company's other social media channels. The website, and specifically the blog, is easy to navigate and the messages are straightforward. There's something for everyone with a variety of topics covered. Whether you want to concentrate on goals and dreams or get more knowledge about yoga methods, tips and tricks are your one-stop-shop.