|| Print ||
|Wednesday, September 29, 2010|
By Jacq Lacy
Athletic apparel company Lululemon’s marketing strategy includes cupcakes, camp outs, dances and running clubs. Last week it took the unusual step of organizing an overnight camp-out in upscale Bridgeport Village.
The company relies solely on social events, word of mouth and social media to get customers to its stores. It seems to work. Lululemon’s 2009 revenue grew by 28% over the year before. The company’s gross revenues for 2009 were about $453 million.
Lululemon, which was founded in 2000 in Vancouver, B.C., began business in Oregon five years ago with its Pearl District store. Last week the company demonstrated how its approach works with the opening of its new 3,000-square-foot store at Bridgeport Village in Tigard, a store that sprung from a Lake Oswego showroom that had opened in August 2009. A Bend showroom opened in April.
Lululemon’s strategy is to analyze a community by using a showroom where employees interact with consumers through fitness classes and events. Once the employees understand what consumers in the area want, and think they have a strong customer base, the company moves from a showroom to open a storefront.
The Lululemon vibe is similar to that of a church or a nightclub. The management transforms each retail store into a place where people can relax, be challenged, and achieve goals. For Lululemon, class participants become customers.
“We see ourselves as a community resource instead of a retailer,” said Shannon Kaiser, assistant store manager to the Bridgeport location.
The Lake Oswego showroom advertised events in its online calendar and on its Facebook page. After developing friendships over the past year, a grand opening camp out seemed like the right idea for the Lululemon community. It was the first of its kind in Lululemon history, said Carmen Ip, a regional community relations manager.
More than 35 people, invited online, arrived at the mall last week with tents and sleeping bags ready to get free Lululemon apparel and free yoga classes taught by local instructors. About 10 campers said that friends or family introduced them to the brand.
“We always have a large group for our store openings, mainly because we’ve already developed friendships in the community,” Ip said.
Campers participated in a “rock ’n’ roll yoga” session, received complimentary yoga mats and joined a sunrise yoga session instructed by Annie Mockford of Yesyoga, a Portland yoga studio.
“A lot of people may be intimidated to come into the yoga studio. Somehow it’s a bit easier to go to a free community class. It makes it easier to get that first try,” Mockford said.
Lululemon invites local yoga studios to teach free classes at the store, which introduces people to yoga and creates customers for Lululemon’s athletic clothing.
Those at the grand opening said they liked the practicality and durability of Lululemon, and said the high price tag was worth it.
“[My fiancé] has about 15 other pairs of pants that have gone unused now because she has her Lululemon ones,” Vanden Bos said.
The company operates 130 stores in Canada, Australia and the U.S., each with the freedom to design and implement Facebook pages and events specialized to that store’s community. The company plans to add 15 new stores and 40-45 new showrooms worldwide by the end of this year.
Jacq Lacy is an associate writer for Oregon Business magazine.
|Monday, December 16, 2013|
BY JOE ROJAS-BURKE | OB BLOGGER
Oregon Health & Science University recently formed a partnership with Epic Systems Corp., one of the top makers of electronic medical record software. I talked about the future of "eHealth" with Dr. Aaron Cohen, an associate professor who directs commercial partnerships and collaboration for OHSU’s Informatics Discovery Lab.
|Tuesday, January 21, 2014|
Hood River company MTMCare manages medications for eligible Medicare clients.
|Tuesday, December 24, 2013|
BY MARK BLAINE | OB BLOGGER
The Oregonian's move to a reduced distribution schedule is one more piece of evidence that the future of print newspapers is on a downward trajectory. Print is dying. Right?
|Thursday, January 09, 2014|
BY JESSICA RIDGWAY | OB WEB EDITOR
The proliferation of grocery stores in the inner city reinforces what this Portland shopper already knows: every urban dweller should have a food store within walking distance of their house.
|Wednesday, January 22, 2014|
BY JESSICA RIDGWAY
A merger boosts an ethics and compliance firm.
|Tuesday, February 25, 2014|
BY JESSICA RIDGWAY
Ron Green became president and CEO of Oregon Pacific Bank in August 2013.
|Friday, February 07, 2014|
BY TOM COX | OB BLOGGER
President Obama's State of the Union address held lessons for all leaders.
|The more they change, the more they stay the same|
|The 2014 List: The Top 33 Large Companies to Work, For in Oregon|
|The 2014 List: The Top 34 Medium Companies to Work, For in Oregon|
|The 2014 List: The Top 33 Small Companies to Work, For in Oregon|
|The future of money|
|Rival banana firms to merge|
|Blood test predicts Alzheimer's disease|
|Cerberus Capital to buy Safeway|
|U.S. adds 175,000 jobs|
|Bitcoin creator revealed|
|Staples closing 225 stores|
|EU to offer aid package to Ukraine|
Living in the beautiful Pacific Northwest means enjoying our wonderful surroundings, while remaining aware of the multiple types of natural disaster threats that we face: winter storms, windstorms, floods, landslides, earthquakes, volcanoes and tsunamis.“
Oregon State University's hospitality degree program invests in next-generation leaders.
Allowing individuals to access their own healthcare options has created more difficulty instead of making things easier. There are so many examples that illustrate why agents are more important than ever in helping businesses and individuals determine the healthcare coverage that best fits their need.
Barran Liebman is pleased to welcome Tyler Volm and Damien Munsinger as Associate Attorneys. Both Tyler and Damien represent employers and management in employment law litigation, and provide advice on a full range of employment law matters.
The 2014 World Trademark Review 1000 (“WTR”) recently named Lane Powell as one of the top trademark law firms in Oregon and Washington, and Lane Powell attorneys Kenneth R. Davis II, Parna A. Mehrbani, Frances M. Jagla and Paul D. Swanson as top individuals in the practice.
Capital Pacific Bank, a Portland-based community bank serving businesses, professionals and nonprofit organizations, today announced that it has earned recognition as a Certified B Corporation by B Lab, a nonprofit organization dedicated to building a community of socially responsible businesses. The bank is one of six financial institutions across the country to achieve B Corp status.