Any marketer aspires to having brand ambassadors spread the word about its company and product that attracts other consumers.
For Lululemon Athletica, that lofty aspiration is a reality as the company’s brand ambassador program helps spread brand loyalty.
During the company’s first-quarter earnings conference call on Tuesday, Lululemon Athletica CEO Laurent Potdevin discussed short- and long-term goals as a growth company building a global equity brand across geographies and new categories.
“We continue to make strategic investments in the key elements of our brand operating model: one, our product; two, our guest experience; and three, our brand and community,” Potdevin said, according to Seeking Alpha. “Our design ecosystem is leveraging our product innovation and we’re achieving these by expanding our design organization and through our relentless focus on functional innovation. A key component of this process is the deep relationship and feedback we have built with our ambassador community. Our ambassadors are real-life inspirational leaders in their communities who lead the sweat life to its full extent 365 days a year. They are an integral part of product development process. Our ambassadors sweat in our products and then give us valuable feedback to assist our Whitespace R&D group. They truly love being a part of our early product feedback cycle and we are always looking at new ways to deepen this aspect of our relationship with them.”
Lululemon Athletica enjoyed 6% same-store sales growth in the first quarter due, in part, to a whopping 31% rise in the company’s ecommerce channel.
“We saw continued momentum in our women’s pants business,” Potdevin added. “Our earlier work to reinvigorate this key category continues to pay off. As an example, our Wunder Under franchise is performing extremely well, especially with the addition of new styles over last year. These strong positive signals bode very well for the re-launch of our pant wall expected in Q3. And our tank line is evolving as well, with the introduction of higher support constructions, more diverse coverage options and a wider selection of fits. These initial new offerings are hitting our stores in late Q2 and into Q3 and we look forward to creating the same level of excitement and energy with our tanks as we did with our bottoms. These efforts will continue to inform the full re-launch of the tank wall in the first half of 2016.”