Lululemon to launch first global brand campaign

Vancouver-based athleisure company Lululemon is gearing up to launch its first global brand campaign in its second quarter of 2017.

During an earnings conference call, which took place on Wednesday announcing the company’s Q4 and end of year results, CEO Laurent Potdevin announced the new brand strategy as part of the company’s 2017 priorities to reach its 2020 plan to double revenues to $4 billion and to more than double earnings.

“We have an untapped opportunity to tell the world who we are and what Lululemon stands for,” Potdevin says in the earnings call. “Through this disruptive and innovative campaign, we will strengthen our guest loyalty, while also inspiring millions of new guests to join our growing collective.”

Lululemon has teamed up with an unnamed creative agency for the campaign.

Other 2017 initiatives for the company also includes more innovative fabrics and styles for its product lines for men and women, as well as a focus on athleisure accessories.

For the full-year 2016, Lululemon’s net revenue increased 14 percent to $2.3 billion. Still, Lululemon says it expects first-quarter 2017 comparable sales to fall.

Lululemon to launch first global brand campaign

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