Consumers check out athletic apparel at a Lululemon store in Shanghai in October. CHINA DAILY
Athletic apparel, footwear and accessories company Lululemon launched its Spring Festival collection alongside a short film on Tuesday to celebrate the Year of the Snake, aiming to connect further with local cultures and consumers while leveraging traditional themes.
The collection features designs inspired by zodiac symbolism and ancient floral art, merging tradition with modernity, according to the company.
The short film, titled Back to Spring, has a diverse cast, including singer-songwriter Chris Lee, 62-year-old table tennis champion Ni Xialian, and actor Ken Wu, and is set against the stunning landscapes of Chongqing and Yunnan in southwestern China.
Directed by Fan Qing with a score by Paris-based musician Ding Ke, Back to Spring uses cinematic storytelling to portray life as a marathon filled with challenges and moments of joy, encouraging viewers to embrace the essence of spring at any stage of life.
Lynn Cheah, senior vice-president of brand marketing for Lululemon China, said: "Many have likened life to a marathon. Perhaps what keeps us going is to rediscover that initial state of mind filled with hope, optimism and curiosity."
Lululemon has launched a podcast series on the Xiaoyuzhou platform featuring creators and cast members sharing their short film stories. Ding Ke's music from the film is now available on global music platforms.
Industry experts said Lululemon's efforts to resonate with local consumers through emotionally engaging campaigns and unique activities have differentiated it from other apparel and sportswear brands.
Adam Zhang, founder of Key-Solution Sports Consulting Co, said, "Lululemon's themed activities bond consumers emotionally and resonate well with the current consumption mood."
Spring Festival, with its traditions of new beginnings and wearing new clothes, is deeply symbolic for Chinese culture, said Zhang.
"Incorporating Chinese cultural elements and festive themes into products is an effective way for brands like Lululemon to foster closeness and build meaningful connections with consumers," he said.
Zhang said for a sports brand, however, this is precisely the time to advocate values that resonate with the needs and aspirations of consumers.
"A truly influential brand doesn't merely adapt to the times; it actively inspires and drives positive change," he said.
Lululemon has prioritized wellness and wellbeing in its marketing campaign, hosting activities during World Mental Health Day in October. In Shanghai, events along the West Bund attracted 15,000 participants across the mainland.
Lululemon CEO Calvin McDonald said these activities are intended to increase brand awareness which remains low but is growing, bring new guests into the brand and increase engagement and loyalty with existing guests.
McDonald said during an earnings call on Dec 6 that the Chinese mainland market has become a key growth driver.
In the third quarter of 2024, revenue in the region surged by 39 percent year-on-year, marking the third consecutive quarter of over 30 percent revenue growth, compared with that of the previous year. The mainland market has seen comparable sales increasing 24 percent in the quarter.
With 138 stores currently, the Chinese mainland is set to become Lululemon's second-largest global market by 2026, said the company.
On the growth trajectory of Lululemon in China, analyst Zhang said the brand's appeal lies in its high-quality, uniquely designed products that prioritize comfort. Moreover, the brand excels in community-driven marketing and lifestyle integration, creating strong connections with its consumers.
These aspects offer valuable insights for local brands, demonstrating how to foster deeper relationships and align with consumer lifestyles authentically, he said.
