How Lululemon’s Tapping Into Profitable YouTube Market With Joe Wicks

  • Canadian activewear model Lululemon has revealed British health coach Joe Wicks as its new international ambassador. The deal kicks off with a content material sequence hosted on The Physique Coach’s 2.76 million subscriber-strong YouTube channel 
  • “We share a imaginative and prescient to ignite communities and encourage a technology to rejoice well being in all types, from bodily to psychological wellbeing,” stated Michelle Davies, Lululemon’s VP of International Sports activities Advertising and marketing & Partnerships 
  • The collaboration follows promising Q1 outcomes that noticed Lululemon’s complete income enhance by 88% to $1.2 billion, up from $652 million final yr 

VANCOUVER, Canada — Activewear large Lululemon revealed British health coach and lockdown YouTube sensation Joe Wicks as its new international ambassador this month, in a bid to strengthen its experiential retail presence on-line. 

The NASDAQ-listed firm has develop into globally famend for experiential retail, often internet hosting complimentary yoga courses, working golf equipment and workshops in its flagship shops, serving to construct a loyal following throughout North America and Europe. 

The pandemic pressured the corporate to shift this expertise on-line, which, partially, led to Lululemon buying at-home health pioneer Mirror for $500 million final June. 

Now, this newest partnership — which kicks off with an unique content material sequence hosted on Joe Wick’s 2.76 million subscriber-strong YouTube channel, with in-person occasions to comply with — is indicative of how the model plans to develop gross sales each on and offline within the wake of COVID-19. 

Learn Extra: Lululemon To Purchase At-House Health Pioneer Mirror For $500M

The way forward for experiential retail
The collaboration comes after promising Q1 outcomes that noticed brick-and-mortar gross sales rebound and complete income enhance by 88% to $1.2 billion, based on Gareth Pope, Lululemon’s Common Supervisor for EMEA, up from $652 million final yr. 

Nevertheless, the Canadian retailer is now trying to take a two-pronged method to its experiential retail mannequin, which is able to probably type the template that manufacturers throughout the sector comply with. 

“The pandemic has led to a major shift in the best way our visitors store,” Pope informed Welltodo. “E-commerce has gone from power to power. Alongside this shift in buying behaviours, we’ve met demand to create a extra dynamic buying expertise by taking experiential retail on-line.” 


Picture: Mirror

Final yr, Lululemon launched a digital “sweatlife” neighborhood known as Group Carries On, permitting visitors to remain related with the model and fellow buyers throughout retailer closures. 

But, regardless of the success of e-commerce, Pope acknowledged the intrinsic function Lululemon’s shops have performed in constructing its loyal neighborhood — and the success of its Mirror enterprise will probably hinge on a robust bodily retail presence. 

“We pleasure ourselves on the expertise we offer our visitors,” Pope stated. “When it’s secure to take action, we are going to resume these occasions as we all know how essential they’re, not solely to our model goal but additionally to our visitors’ wellbeing.” 

Hybrid method
As lockdown restrictions step by step ease, Lululemon plans to undertake a “hybrid method”, Pope stated, with new improvements corresponding to “omnichannel retail” — having the ability to purchase on-line and gather in-store — additional enhancing the client expertise. 

“We anticipate the experiential components of our bodily retail format to return, in time — together with courses and occasions that assist folks’s bodily and psychological wellbeing, and new improvements in omnichannel as visitors blur the traces between bodily and digital retail,” he stated. 

Pope added that in his function as a world ambassador, Joe Wicks would assist drive the model’s community-led method, bringing new and current visitors into the fold. 

Commenting on the partnership, Joe Wicks stated: “I’m completely buzzing about changing into Lululemon’s new international ambassador. I’ve lived and educated in a few of their merchandise for years and the standard is simply unbelievable. I’ve at all times liked their give attention to neighborhood and native occasions. 

“I share an ambition with the model to assist have interaction folks in health, no matter their background, age or skill. I’m trying ahead to connecting with their communities, serving to to encourage extra folks to really feel fitter, happier and more healthy.” 

Whereas Joe Wicks will assist develop Lululemon’s vary of train attire, current patents for “biosensors” filed by the corporate and reported in Retail Dive recommend the model is exploring methods to develop into much more deeply ingrained within the wellness of its prospects. 

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