Lulus introduces a new campaign highlighting the contributions of female team members, timed with International Women’s Day and Employee Appreciation Day.
Lulus, a Northern California-based fashion brand, is launching a new campaign titled “We Are Lulus,” which emphasizes the contributions of its team members. Coinciding with International Women’s Day on Saturday and Employee Appreciation Day on Friday, this initiative aims to highlight the women who play essential roles within the company.
Crystal Landsem, Lulus’ chief executive officer, discussed the campaign’s purpose, stating, “The heart of this campaign is the incredible women who bring Lulus to life — both behind the scenes and in our community.” Speaking to Women’s Wear Daily, she continued, “‘We Are Lulus’ pulls back the curtain to celebrate the merchandisers, marketers and others who make our brand what it is, reinforcing that Lulus is truly a brand by women, for women.”
The campaign will have a digital-first approach, focusing on college campuses in Austin, Columbus, Ohio, and San Diego. This follows Lulus’ previous national campaign, which was concentrated in major metropolitan areas such as Los Angeles, New York, Chicago, and Nashville. Landsem noted that “phase two” of the campaign will focus on vacation-ready styles, while the final phase will highlight the brand’s significant wedding category.
In an effort to further bolster brand visibility, Lulus will collaborate with influencers including Sierra Capri, Teala Dunn, Isabella Ferreira, Brooke Hyland, Chloe Lukasiak, Becca Tilley, Jenn Trann, and Greta Wilson. Landsem remarked that these influencers “each of whom brings confidence, individuality, and a strong sense of personal style to their communities,” will help elevate the campaign’s message.
While Lulus does not currently have plans to expand its brick-and-mortar stores, it is committed to enhancing its partnerships with department stores like Von Maur, Dillard’s, and Nordstrom, as well as initiatives in rental and resale through platforms like Nuuly and Poshmark. Landsem explained, “These collaborations complement our DTC strategy by introducing Lulus to new customers in a way that aligns with our brand.”
As the company looks forward, maintaining a balance across various sales channels remains a priority. Landsem highlighted that the brand has seen improved gross margins and profitability in the third quarter, attributing this success to effective merchandising strategies and operational efficiency. “As we look ahead, our focus remains on delivering high-quality, trend-driven fashion while staying agile in an evolving retail landscape,” she stated.
Source: Noah Wire Services
