Effectiveness of the Organization’s Online Consumer Behaviors and Social Media Marketing Strategy
Year: 2025
Type: article
Abstract: Due to its long-term growth strategy and e-commerce operations, Lululemon is well-positioned to capitalize on the positive trends in the fashion industry. With its increased expenditures in e-commerce, Lululemon hopes to meet the increasing demand for online purchasing and guarantee a satisfying experience. It has been making investments in expanding fulfillment capabilities, creating global omni functionality, and constructing sites. Gen Z has characterized direct mobile marketing as entertaining and engaging, and they are likely to sign up for push notifications to receive the most recent updates on their preferred businesses. In this study, we looked at the factors that contribute to Lululemon's appeal to Generation Z and its rapid growth in the clothing market. In contrast to other well-known and reliable companies like Nike and Alo, Lululemon is also attempting to build that fan base at the same time. We attempted to examine Lululemon's digital platform strategy aimed at satisfying customer expectations and assess the company's CSR and sustainability initiatives by performing a meta-analysis among these brands with Lululemon. We also looked at how social media can be used as a key marketing tool to influence customer behavior and foster brand loyalty in the yoga and athletic apparel industries, given Lululemon's remarkable success in advertising and brand-building.
Authors: Xinyue Qiu, Fangzhou Zheng, Kaiyue Zhu, Jiayang Li
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414256373
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