Social Listening Blog Post

The brand that I selected was Lululemon. A lot of people say that Lululemon is way too overpriced but that the quality is very good. I am interested in this company because I like the product and spend a lot of my money on the brand. 

The company's value proposition is to sell the best quality lounge and workout clothes to get their consumers moving and sweating (their hashtag is #thesweatlife). 

A few things that people are saying about the brand is that people that do like the brand, love the brand. They cannot get enough of the clothes and new clothes are constantly selling out. People are also complaining about the price of the clothes and how the same joggers are $20 more expensive for women than they are for men. And lastly, someone is mentioning how her package was never delivered even though FedEx says that it was and she is telling others not to order from Lululemon because of this incident. 

The product that this company is trying to sell is lounge and workout wear. Their product does not cater to all different body types. I have tried on many styles that do not fit me and their sizes only go down to a size 0 and up to a size 20 which is not saying much because Lululemon runs two sizes too small. 

The company is trying to do something remarkable to market its brand. They are using celebrities to wear their clothes to get others to want to buy them. Lululemon has also done a great job building brand recognition, A lot of people know what Lululemon is and what the brand's logo means. Lululemon has also been trying to engage customers. With so many activewear brands being available to the market, Lululemon has to do something new for its customers. They now have a Lululemon studio for online workouts that are both live and on-demand. Also, whenever something happens to any of your clothes you can send in the damaged product and lululemon will send you a new one back. They are using these techniques to connect with their customers and build community.

The company responded to two out of the three comments that I included. They did not respond to the comment about the price but they also did not take it down. Many other comments about issues with deliveries or product quality were addressed by Lululemon. They were thanking these people for reaching out and for their concerns and they added that the issue will be resolved via DM (direct message). I feel like it was good that they responded to the comments that they did to show that they are addressing issues that their customers are having and not ignoring them. With the comment relating to price, I think it is good that they did not respond because the company is not going to lower its prices so trying to justify the price will only make consumers upset.

If I was a brand manager I would not respond to comments like Lululemon does because I do think it is odd that they only respond to some, but I would say somewhere on the company's social media that issues in the comments will only be addressed via DM. This way it does not seem like my company is only responding to select comments or taking too long to respond.

I learned from this assignment that companies use all kinds of techniques to connect with their customers and be the best brand in their industry. A connected and heard customer is a happy customer so brands have to do their best to always feel like their consumers are being heard and appreciated.