Lululemon’s ‘Wellbeing Garden’ blooms in Shanghai

Overview To mark October’s World Mental Health Day, Lululemon is advancing its mission to promote holistic wellbeing. The brand is hosting its fourth annual World Mental Health Day activation in mainland China from October 8 to 13 at the Start Museum in Shanghai’s West Bund. Partnering with Graphic Rewilding, an art project founded by sculptor and event producer Catherine Borowski and painter and music producer Lee Baker, the campaign is themed “The Wellbeing Garden,” a symbolic representation of the “inner garden” that movement can unlock. Netizens’ reaction The weeklong event offers a range of wellness classes led by Lululemon ambassadors and partners in public welfare, encouraging participants to explore the concept of wellbeing through movement and dialogue. Attendees can register for events via a WeChat Mini Program – some classes were fully booked within hours of opening. On social media, the campaign has gained significant traction: the hashtag “The Wellbeing Garden” attracted nearly 40,000 views on Xiaohongshu in just two days, while “Wellbeing for All” amassed over 450 million views on Weibo, sparking organic engagement and user-generated content. Verdict This annual campaign, one of Lululemon’s key marketing efforts in China, has once again proven successful in fostering deep customer engagement. Known for its strong sense of community, Lululemon continues to build on its performance across the mainland by cultivating local networks in every city it enters. The brand reported 34% YoY revenue growth in China in the second quarter, driven by new customers and a diverse product portfolio. Morningstar equity analyst David Swartz emphasized the brand’s growth potential, remarking that “the upside in China for Lululemon is very, very high.” Amid rising wellness consciousness in the Chinese market, Lululemon’s continued investment in its “Wellbeing for All” campaign is strategically aligned with evolving consumer needs. The brand’s 2024 Wellbeing Report, published last month, revealed that mainland China leads the global wellbeing index with a score of 79, far surpassing the global average of 66. This data, coupled with the fact that 77% of respondents in China are prioritizing their wellbeing more this year, validates Lululemon’s community-driven approach. By positioning movement and community engagement at the core of its strategy, Lululemon is set to sustain its growth in this dynamic market, transforming its annual campaign into a long-term driver of customer loyalty and brand strength.

Lululemon’s ‘Wellbeing Garden’ blooms in Shanghai

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Published October 10, 2024

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Lululemon’s ‘Wellbeing Garden’ blooms in Shanghai