Ziyu Xu’s scientific contributions

Nowadays, people are more and more aware of the importance of a healthy lifestyle, and how balancing daily life and exercise has become a problem for people to consider. This leads athleisure to become a new trend that allows people to have clothes that were designed for everyday wear but also fit for exercise. In this social context, the brand Lululemon is at the forefront of this trend, as a company that started by selling yoga products, it uses health ideology as a tool for business success. Can the way they use it be a reference for other brands, or is this a unique method for this brand. This thesis is an analysis of lululemon's marketing strategy, the push of the general environment, and their own product changes and upgrades. Lululemon is active in both online and offline marketing. They have expanded their market, which was originally focused on North America, to Asia and Europe to promote their concept and brand to this world and make more consumers recognize and feel a sense of belonging to the brand.