Lululemon draws on core brand strengths in response to Coronavirus

Lululemon, the athletic apparel manufacturer, is seeking to rely on its core brand strengths as it responds to the COVID-19 crisis.

Why it matters

Brands have difficult choices to make in the face of COVID-19, not least balancing their short-term needs with long-term brand building. Finding the right balance between meeting immediate requirements while being ready for the recovery is essential.

Takeaways

  • There will be pressure to reduce prices, but marketers need to be sure they do not undermine hard won equity through offering discounts.
  • If marketers can rely on evergreen products, rather than a constant stream of new offerings, to drive revenue, it will help them avoiding having to quickly move through inventory.
  • Health and wellness is a category with...

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