From Community-Driven to Value-Anchored: A Study of Lululemon's Sales Model and Pricing Mechanisms

Yuqi Hu

2025

Abstract

The accelerated growth of Lululemon at home and abroad in recent years has garnered significant attention from academics, who have examined the company's transformation from a local brand in Canada to a global enterprise with a market capitalization exceeding $40 billion, while maintaining robust growth. In this paper, we employ process tracing and case study methods to analyze the premium pricing and psychological pricing in its community marketing model and pricing mechanism. We construct a double-loop model of "community value-price anchoring" to demonstrate how user loyalty strengthens pricing power through emotional premiums and how it balances between premium market positioning and user loyalty. The study provides strategic counsel for Lululemon's long-term development on a global scale, along with a theoretical framework and practical inspiration for sportswear brands seeking to differentiate themselves in a homogenized market. Lululemon should focus more on diversity and inclusive design by introducing product lines that fit different body shapes and sizes. Lululemon needs to continue to pay attention to market dynamics and changes in consumer demand, and flexibly adjust its market strategy.

Paper Citation

in Harvard Style

Hu Y. (2025). From Community-Driven to Value-Anchored: A Study of Lululemon's Sales Model and Pricing Mechanisms. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 138-143. DOI: 10.5220/0013840200004719

in Bibtex Style

@conference{iceml25,
author={Yuqi Hu},
title={From Community-Driven to Value-Anchored: A Study of Lululemon's Sales Model and Pricing Mechanisms},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={138-143},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013840200004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - From Community-Driven to Value-Anchored: A Study of Lululemon's Sales Model and Pricing Mechanisms
SN - 978-989-758-775-7
AU - Hu Y.
PY - 2025
SP - 138
EP - 143
DO - 10.5220/0013840200004719
PB - SciTePress