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How much does Lululemon spend on advertising?
The figures for Lululemon's advertising expenses are unknown. While Lululemon is an extremely successful athletic brand, it does not take the conventional route in terms of advertising. The company uses a grass-roots and community based approach to promoting its brand and products.
Lululemon has built a network of ambassadors to promote its brand. As of this year, the company has 47 global ambassadors who are elite professional athletes, and yet are not household names in most cases. They have also built a network of over 1,000 store ambassadors; these are social media influencers that promote their brand.
While top tier competitors in the athletic market, like Nike, spend billions of dollars every year on advertising (in 2022 the sneaker company spent $3.11 billion on advertising and promotions), Lululemon seeks to grow their brand and revenue through word-of-mouth with the help of influencers and ambassadors.
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