Entering a niche market can be a challenge, especially if you are competing with big brands around the world. This is the case of lululemon, a Canadian brand that specializes in sports-specific products. In the few years that it has gone international, the company has won the hearts of its consumers. How do i do it? We spoke with Antonio AlbarránMarketing & Community Director of Lululemon Mexico, exclusively for Entrepreneur.com and revealed to us what the company has done to continue growing even in the pandemic with sports marketing.
Meeting Antonio and Lululemon
To begin to understand what his strategy has been, it is necessary to understand that he was not born overnight. Therefore, both its loyal consumers and its staff feel a special affection and closeness to the brand, even before it arrived in Mexico.
Antonio Albarrán explains to us that he studied International Trade at the Tec de Monterrey in the State of Mexico, but that fate and professionalization led him to sports marketing. Before Lululemon, he spent seven years at another well-known sports brand.
“I had always liked Lululemon when I went to the United States or Canada. In particular, that she put it as a necessity to want to go and see what’s new in their stores, how they did their activities, how they built a community, ”says the expert.
Something that has stood out and stands out from the company is that get closer to people, through activities that although simple, are inspiring and organic. This in order to get the best of themselves out of people through movement.
Antonio joined the team in Mexico four years ago, while Lululemon arrived in the country in 2017. So, during that time, they have seen a constant development regardless of whether a pandemic has happened. Several stores were even opened at that time of crisis.
Lululemon History
The brand arises in Vancouver, Canadathinking about the need to have specialized products or clothing to do yoga, since it was the activity that became fashionable in 1998. The founders identified that lack, and it was from there that a super large, important and accelerated expansion was generated in everyone.
Later, Lululemon expanded into other sports disciplines. For example, like running, trainingtennis, golf and swimming. Little by little, they have been improving the technology with which they manufacture the products in each specialty and therefore, the loyalty of their consumers.
According to Antonio, although the brand was only in the United States and Canada for much longer, it is now present throughout the world. “From Asia to Europe, it is interesting to see how, regardless of the idiosyncrasy, religion, or profile of each country, Lululemon is arriving organically and without any pretension other than to be what it has been from the beginning”, explains Albarrán.
How to reach Mexican consumers
Lululemon is true to its own brand and values, therefore they have established the same strategy in Mexico. Like Antonio, many of her consumers already knew her from her trips to North America, so the first thing was to reinforce the information that she was already in the Aztec country.
However, “after strengthening its presence and preference, Lululemon’s strength in Mexico is without a doubt the quality of the product,” says the marketing expert. “Regardless of what other brands may have much more extensive product lines, such as footwear, accessories, soccer balls, among others, we have not rushed it,” he explains.
In other words, the brand continues to strengthen its level of quality and approach to people. However, in the United States, Canada and Europe, the first footwear franchise was also launched which, unlike other brands, was developed and designed for women.
“This development was different than what some other brands do. When they literally launch the same shoe silhouette, but they change the sizes, they make them smaller and with ‘feminine colors’. Here what was really done was footwear thinking about the body structure of the woman, how her body moves when running, with the hips and the bust, because the impact of running on a female or male body, well, it is different,” Antonio said.
Quality as a brand differentiator
So, this is an example of products being really thought through before they are marketed. “Another product is the iconic men’s shorts and people, whether they’re training or running, love them because of the utility pockets we have where you can charge a phone right there without it getting in the way.”
On the other hand, Albarrán points out the durability of the products, since in his opinion it is one of the main differentiators against the competition. This is how Lululemon has strengthened in Mexico and worldwide.
“There are brands that are monsters, that have been in the industry for more than 50 years. However, when you see their values in the market they are down and we are up. So it’s interesting to see a brand this honest and community-minded grow. It is not just launching a shoe, a product, but how we are strengthening those yoga communities, training, running and that has definitely made a key differentiator.”
Not influencer marketing, but brand ambassadors
From a few years to date, influencer marketing has been key for brands to position themselves in the mind of the consumer. However, Lululemon has another philosophy or strategy in this regard.
“We have or want to connect and strengthen joint benefit relationships, we do not use influencer marketing. What do I mean by this? Rather, we collaborate with ambassadors or athletes, who are inspiring to the community and who have their own business. Developing by creating your own studio cycling, I will sweep or yoga and we are much more interested in that niche. It is to help these communities, entrepreneurs and new athletes who are just starting out together”, explains Antonio.
Lululemon is currently collaborating with professional athletes around the world, and Mexico is no exception. Here, they are working with two Mexican tennis players; Renata Zarazuawhich has two individual titles and 16 doubles on circuit, and santiago gonzalezconsidered one of the greatest representatives of Mexican tennis in the last decade.
Being faithful to your brand philosophy, the key to staying upright
For Antonio Albarrán, the key to the brand is to have a well-identified niche to which your business belongs, to know who you are talking to and to do it in the most direct and honest way possible. So, it is very important not to get lost in a thousand options. Perhaps you come to believe that you are missing out on amplifying your market, but when you are a niche brand you have to work directly with it.
Another important point is to focus on the essence of your business and how to communicate it. “What the brand does is without any pretension, to be honest and clear with the benefit it wants to give to consumers. Lastly, emphasize being very clear and honest on these two points”, concludes the expert.
“Lululemon is a brand whose values, purpose and goal is to make people detonate their best version of themselves through sports, their mental and physical health. Seek a holistic well-being”.
Mariel Otero Journalist passionate about fashion, the world of beauty and the source of lifestyle. Lover of stories worth telling, series, movies and sagas. Cheesy and closet geek.