One of my favorite brands, lululemon, recently launched a redesign of their website. Rather than issuing some boring, pedantic press release to announce the site, lululemon did something completely different in a very fun, unexpected manner.
The interview was complete with fun questions like “where did you grow up?” and “if you could have dinner with any three websites, decommissioned or current, which ones would they be?”
Some answers were just to be fun and quirky (check out the song lululemon.com just released) while other answers were fun and helped educate the reader about the site features (like live customer service chat).
As a lululemon fan, I loved checking out the site and its aspirational images that made me feel like I could conquer the world.
As a branding professional, I was impressed that lululemon once again made the most of every consumer touch point as a way to express their brand in a relevant, on-character manner. Even something as simple as announcing the evolution of the website was done in a way that uniquely ties back to their mission statement of “creating components for people to live longer, healthier, more fun lives.”
They also lead by example in carrying out their vision statement of “elevating the world from mediocrity to greatness.” How? By forgoing the expected press release and issuing this clever, viral and fun announcement that perfectly complements their equity and consumer communication approach.
Kudos lululemon. I have known and loved your apparel. Now, I know and love your site.