Luxury fashion brand Lulus recently launched a multi-phased brand campaign earlier in March to enhance its market presence and foster stronger customer loyalty and engagement. Launching during International Women’s Month, the campaign spans three months and will combine captivating storytelling, product-focused messaging, and cultural relevance to reinforce the brand’s reputation as the ultimate destination for women’s dresses.
Lulus CEO Crystal Landsem said, “Lulus is a brand built by women, for women, and everything we do, we do for her—our customer. This campaign reflects a strategic investment in long-term customer engagement, reinforcing our presence in the dress market while building a deeper emotional connection with our audience. We are not just selling dresses; we are creating experiences that drive brand loyalty and lifetime value.”
Patrick Buchanan, Lulus SVP of Brand Marketing added, “At Lulus, we are continuously evolving—it’s essential in today’s crowded marketplace to reach new customers and meet their changing needs. We’re building on the momentum of our last brand campaign, where we saw great success expanding our presence beyond digital channels. This campaign is especially exciting, featuring our Lulus team, the return of customer-facing activations and events, exciting influencer collaborations, and expanded out-of-home marketing. Our past initiatives have proven that a diversified strategy creates a lasting impact, deepens brand affinity, and strengthens our community in powerful ways.”
The campaign leverages a multi-phased approach that aligns with key consumer touchpoints and life moments, where fashion can inspire confidence and celebration. Prime billboard placements will appear in major cities like New York, Los Angeles, and Miami, as well as in key college towns such as Austin, TX, and Columbus, OH. This targeted OOH campaign appears to be geared toward college-aged women, helping to build early brand loyalty. Lulus’ prior OOH efforts demonstrated the effectiveness of reaching audiences offline, driving new customer acquisition and engagement. Additionally, Lulus will feature a look at the women behind the scenes with its “We Are Lulus” initiative.
The brand’s expansion strategy also includes collaborations with major retailers like Nordstrom and Poshmark, and curated collections with popular brands such as Jessica Simpson and Reebok.
Watch this Instagram “We Are Lulus” reel to experience the brand’s celebration of women and its workers who are the driving force behind the name: https://www.instagram.com/lulus/reel/DG7PCE6tkND/