Lululemon is kind of hard to miss. If you’ve been to yoga you’ve seen their gear. If you’ve been to a workout class, your over-energized “unrealistically positive for 7 am on a Tuesday morning in January” instructor is wearing their stuff. Hell, if you’ve watched college football, your team’s coach probably just struck a deal with Lululemon to be his official Khaki sponsor (looking at you, Jim Harbaugh). They have a simple logo, a borderline cult-like following, and are wildly popular for being a top place to work as a brand ambassador. So what makes their brand so enticing? What does it look like to be a Lululemon brand ambassador?
What is a Lululemon Ambassador
Working as a brand ambassador can mean a variety of things for a company, but simply put, that person serves as a walking representation of that brand. By representing them, one acts as a marketing tool, advertising asset, and often salesperson. In this role, one may be asked to wear or use their merchandise, help them run events, do product showcases and post on social media. People can choose to become brand ambassadors for a multitude of reasons. Someone can represent a brand they believe in, receiving merchandise and perks in the process or a campus brand ambassador can work for a brand for extra cash, as well as professional exposure. When agreeing to take a position as an ambassador, that person is not only buying into the image and reputation of the company but are also agreeing to represent and work to advance the mission of that brand.
This position, in the grand scheme of things, is meant to increase sales for a company. This may require a brand ambassador to market to a specific demographic, such as a university or the young professionals of a designated area. Ambassadors are also expected to be active on social media, using their own channels to boost awareness about the brand’s new products or campaigns. For brands, there is massive competition for consumers’ attention, especially in the world of E-commerce and social media. The brand ambassadors tend to be an extension of their own marketing campaigns through social media, word of mouth marketing, event coordinator and more, serving as a vital tool for conversion of sales in today’s market.
If you want to learn more about how brands or companies can use affiliates effectively, please check out more about BrandChamp’s services.
Lululemon is an athletic apparel company founded in 1998 in Canada. Primarily focusing on the production of yoga gear, Lululemon has grown to one of the most popular and well-recognized athletic outfitters in the world. At its inception, it was solely creating yoga gear for women to wear. As the demand for their quality merchandise grew, they began to make gear not only for men as well but for other athletic needs such as running, cycling, training, and more. According to CNBC, the company expects to do over $3.7 billion in revenue sales in 2019.
Lululemon’s popularity stems not only from the quality of its athletic gear but also from its mission and culture. In an era of personal health awareness, body positivity and the emphasis on individual empowerment, Lululemon states its culture is about “our desire to empower people to reach their full potential through providing the right tools and resources, and encouraging a culture of leadership, goal setting and personal responsibility.” In the current social climate, promoting empowerment and the individual has led Lululemon to the top of the consumer charts when it comes to athletic apparel.
The brand is also known for extensive partnerships, which may be a cause for its successful affiliate programs. Their brand is increasingly connected to not only their clients but to the cultural and social climate happening around them. Because of this, the brand has had some extremely successful partnership campaigns. Lululemon works with designers from different backgrounds to create fitness wear that is geared towards different types of activities. For example, they did a partnership with the Wilderness Collective to create clothing made specifically for outdoor activities, such as hiking or rock climbing. More about that specific partnership can be found here.
You can find out more about some examples of partnerships by visiting their media site, which include the United Nations, among a few other lifestyle and charitable brands.
What’s the Lululemon Ambassador program look like?
Lululemon has an extremely popular ambassador program but differs in its usual applicants. While many brands are looking for applicants that are currently in school or have a background or desire to work in marketing, Lululemon is looking for people who are “sweaters”. Yes, like people who physically sweat. And no, I don’t mean sweat like your uncle Mike’s cookout in august sweat. We’re talking about hustlers. People who work hard at what they do, whether it be a business owner, a writer, a student, etc. While this program began with a focus towards those working or involved in the fitness industry, it has since transitioned to anyone who believes in their mantra of community and hard work. Due to this maturation of philosophy, Lululemon has been able to expand out of just fitness gear to more everyday clothing.
So in short, many of Lululemon ambassadors come from a fitness or health background, but the company is looking for motivated individuals who are loyal customers of Lululemon as well as looking to join a networking community and build long-term relationships with other like-minded fitness ambassadors who are passionate about health.
- Represent the brand and company values throughout one’s community
- Use social media push new initiatives and products
- Participate in Lululemon promotional and marketing events
- Host community events, often relating to fitness
- Drive traffic to the stores in your local area
Lululemon Ambassador Benefits/Perks
Most typical brand ambassador positions with Lululemon are not paid but are offered a variety of perks
- Free Lululemon merchandise
- Store discounts
- Discounts for friends/family
- Free and discount fitness classes
- Business coaching and personal development courses
- Social media promotion from Lululemon
How to apply
Often times, Lululemon will seek out social media influencers and those in the fitness industry to join their team. However, if you are interested in joining, the best way to apply to become an ambassador for Lululemon is to find a local store and speak to someone in person about your interest.
Let’s talk to Lululemon!
We got the chance to speak to a long-time Lululemon employee, Lindsey from Columbus, OH on not only her experience working with Lululemon but how her company utilizes the brand ambassador program and what someone who is interested in a position can expect.
Q: In a few words, how would you describe the culture at Lululemon?
Lindsey: “Sweaty, collective, developmental, strategic”
Q: How does Lululemon benefit their Brand Ambassadors?
Lindsey: “They’re walking, visual and verbal advertisements of the company, how the clothing reacts in their specific realm of activity (think: this is the best pants for spinning because I’m a spin instructor, or these are the best bras for CrossFit, because I’m a CrossFit coach or these XYZ are the best for long runs because I’m a marathon runner, etc). Ambassadors are also are given some pretty cool perks, including allowing friends to use an extended discount during holiday time, which drives traffic into doors and that means more money for the store, more opportunity to capture emails, more chances to educate new people on the brand and product”
Q: What does a normal day look like for a Lululemon Brand Ambassador?
Lindsey: “Ambassadors are movers or shakers in their community. They wake up and literally kick ass in whatever they do. Typically, they’re in the fitness industry, so they’re probably starting their morning off with a large cup of coffee, headed to their studio of choice, ready to teach a class, train a client, or get their own workout in. Lululemon values the natural impact that their ambassadors have on the lives of people who surround them, and their willingness to create and support a community of people dedicated (or at least interested) in living a life in pursuit of sweaty moments. “
What can other ambassador programs learn from Lululemon?
It’s clear that Lululemon runs an efficient and successful ambassador program. But, so do a lot of brands. So what can another company learn from them?
Well, two things stick out. Exclusivity and support.
In this sense, the exclusivity factor is a positive one. Lululemon is looking for people are the right fit. They are looking for the “sweaters” of their communities. The workout warriors, the entrepreneurs, the artists, the storytellers, etc. It was even mentioned in our interview above, that the company will often locate its ambassadors themselves. Lululemon is looking for people who not only fit their brand but feel the company can also grow the personal brand for whomever they seek out.
The company then gives support to their ambassadors. It’s clear by their social media that Lululemon gives not only encouragement and exposure, but also the gear, classes, and even business promotion for anyone that is involved in their program.
Because of this support, Lululemon has walking advertisements all over every city it’s active in. This can often allow them to spend less on traditional marketing and more time and resources investing in commodities that continue to give back.
The takeaway another company can take from this program is the importance of the people that it’s investing in to represent the brand. The success of Lululemon relies heavily on the people who are using their products, investing in those that represent and carry the brand in the way it was intended.
Is Lululemon’s brand ambassador program right for you?
Lululemon’s ambassador program is as much about joining the culture and community as it is about the actual job responsibilities itself. While there is certainly an emphasis on those thriving in the fitness industry, there are opportunities for all professionals with a variety of backgrounds. Because the ambassador role for Lululemon weighs heavily on social media influence, the company will often seek out the ambassadors themselves, rather than wait for people to apply.
Regardless of this, if you’re in the fitness industry, looking to join a community of “sweaters”, consider yourself a savvy social media user and are passionate about the Lululemon brand, this ambassador program could be an ideal fit.
For information on other programs available, BrandChamp can help guide you through the process!