For earned media in August, Lululemon is still a few points (-3) off its trailing 12-month media rating average of 67, but after the -11 point decline coming off of July, staving off any further loss in media visibility is a good thing. Besides store openings and excellent media coverage surrounding the brand’s marque half-marathon event in Vancouver, BC, coverage took a decidedly financial and stock trading direction in August.
The metrics on Lululemon show the brand holding steady at 64 points, no change over July media performance. Media momentum is up slightly at +7 percent. Sentiment is solidly positive and well ahead of the sector sentiment averages of 86/14. Year-over-year media rating growth is off -11%, but a quick look at the trailing 4-year rating curve shows the brand is settling into a 65/70 rating position.
Even with a soft rating performance in August, the brand fared well in the sector rankings, moving up +3 rank positions versus competing athletic apparel brands. There was no change over the prior year on the ranking side.
Lululemon has plenty to worry about these days in the form of Under Armour, who is on a media roll — up +4 points at a media rating high of 82 for the #3 rank position. Known more for outfitting men, Under Armour is launching a massive advertising and marketing campaign aimed squarely at Lululemon’s core business. UA is leveraging supermodels like Gisele Bündchen, currently the highest paid and more athletic of today’s crop of fashion models along with pure athletes like Lindsey Vonn. There’s also a campaign underway using super athletic ballerina Misty Copeland designed to bridge both dance, yoga, and athletics.
Time for the communications and branding team at Lululemon to up their media game in the highly competitive Athletic & Outdoor Apparel Brands sector. We’ll be tracking you!