Women’s Sports Branding in the Perspective of Her Economy: Taking Lululemon as an Example

Ying Liu

2025

Abstract

Against the background of the booming "she economy" and the growing demand for female sports consumption, this paper takes Lululemon as an example and explores the strategy of female sports brand. The key to Lululemon's success in building brand symbols is to accurately position the image of "super girl", satisfy functional and spiritual needs through product differentiation, and strengthen consumers' emotional connection through community marketing strategies such as experience centres, opinion leader cultivation, and online community interactions, so as to enhance brand loyalty and market influence. The study shows that women's sports brands need to adapt to the positioning of "she economy", combine experience marketing with women's consumption psychology, realise the precise connection between product innovation and women's needs, promote the interaction between community marketing and women's social attributes, and integrate online and offline strategies to adapt to women's consumption habits, which provides practical inspiration for the industry's innovation.

Paper Citation

in Harvard Style

Liu Y. (2025). Women’s Sports Branding in the Perspective of Her Economy: Taking Lululemon as an Example. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 113-118. DOI: 10.5220/0013986900004916

in Bibtex Style

@conference{prmc25,
author={Ying Liu},
title={Women’s Sports Branding in the Perspective of Her Economy: Taking Lululemon as an Example},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={113-118},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013986900004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Women’s Sports Branding in the Perspective of Her Economy: Taking Lululemon as an Example
SN - 978-989-758-778-8
AU - Liu Y.
PY - 2025
SP - 113
EP - 118
DO - 10.5220/0013986900004916
PB - SciTePress