Lululemon and Segmentation

Since the pandemic began almost a year ago, my style has changed quite drastically. I used to wear carefully curated outfits and would never leave the house without mascara. Once the world shut down, everything changed. If you were to ask me the first word that comes to mind describing my initial quarantine style, it would be "troll." But I've come around and have succumbed to athleisure, which has been led by brands like Lululemon.

Using Lululemon as an example, let's consider their segmentation.  

Demographic: With leggings costing north of $100, their primary customer's income level will be higher than average. They target both men and women, but it would be safe to guess that more women purchase their products. They also only market to adults at this time.

Geographic: From a geographic standpoint, they have an incredible reach. They ship internationally to dozens of countries.

Behavioral: Lululemon wants to segment people who incorporate wellness into their lifestyle and regularly wear athletic or athleisure apparel. Since the pandemic, this could also include people working from home that want to enjoy not having to dress up for work but still have to feel put together. (Like myself.)

Psychographic: Initially, Lululemon was most known for its flattering yoga apparel. They've since expanded into numerous "activities," including yoga, dancing, golfing, hiking, swimming, tennis, running, biking, working out, traveling, and my personal favorite - "casual." These are people who want to be comfortable but still look good. Some people may choose the premium-priced brand because of their values and stances on social impact and sustainability.

Do I fit this segmentation? I sure do! A segmentation success, indeed.

If you enjoyed this post, check out my analysis of Nordstrom’s website here.