Lululemon is known for giving out high-quality reusable bags when people make a purchase at their stores. It’s a small part of the Lululemon shopping experience with a major marketing impact.
The Lululemon tote
If you’ve ever walked around downtown Vancouver on a weekday morning, the chances are you’ve seen someone walking around with this bag. What’s interesting is I can almost guarantee you that what’s in the bag isn’t a brand new Lululemon item.
So why are people using it? It’s simple, actually. First, its quality is fantastic, especially for a company who hands out tens of thousands of bags globally each day. For most people including myself, they’re used to carry lunches. Second, it’s a nice bag! It’s not too colourful and yet the variations in text peak your interest. And most importantly, there’s the brand recognition.
This is where Lululemon excelling. By providing high-quality, nice-looking reusable bags with every purchase, their chances of getting free advertising increases significantly. People around the world – not just in Vancouver – are proudly walking around with their reusable tote.
If you’ve ever paid close attention to their marketing, you’ll notice that Lululemon simply doesn’t advertise – a rarity amongst such massive companies. No TV commercials, billboards or sponsored social media posts. Are they using their marketing budget on the high-quality reusable bags? Perhaps… and it’s an extremely wise move.
People who purchase and wear Lululemon are a member of their cult. They’re proud to be associated with Lululemon because of the values attached to the brand. Any opportunity to show off their membership in the community will be taken – even something as simple as using their reusable bag to carry a lunch.
People who carry a company’s reusable bag arguably make a greater marketing impact than companies forcing ads on you. They’re willingly choosing to do so, which shows people they come across that they’re proud to be associated with the brand – a ultimate goal for marketing departments.