Competitive Edge - Sports & Entertainment Marketing News

Lululemon will debut monthly memberships for clothes, events and classes in a bid for loyal customers

Lululemon is launching a membership program — and it’s about more than workout clothes.

The athletic apparel retailer will debut two tiers of memberships, one free and one paid, in a bid to build a stronger base of loyal customers.

Click here to read the story at cnbc.com.

Discussion Questions:

  1. What is brand loyalty?
  2. Why is brand loyalty important to footwear and apparel brands?
  3. Why do you think Lululemon is launching a membership program?
  4. Based on information from this story, describe the Lululemon membership program.
  5. Why would the program include more than just its workout products?
  6. Why do you think they are offering one paid and one free membership tiers?
  7. In your opinion, will this program be a success for Lululemon? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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