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New for June 2018! lululemon is one of the greatest apparel success stories of our time. But how did a small Canadian yoga studio turn into a multi-billion dollar powerhouse brand synonymous with fitness?
This 2,000-word academic case study with full footnotes and citations explores the strategy and tactics lululemon took to leverage brand ambassadors for rapid growth. Designed to save small and medium-sized businesses hundreds of hours of trial and error by clearly and concisely illustrating the path to a successful brand ambassador program. Key areas covered in the lululemon case study include:
- Creating a culture of active and engaged retail associates
- How lululemon recruited (and still maintains) brand ambassadors for free
- Leveraging brand ambassadors in social media and advertising campaigns
- Competitive pressures and tactics, and how the company has reacted and evolved
- The future of brand ambassador marketing in a new, digitally-driven form
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