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Lulus goes behind the scenes for his latest campaign. The Northern California brand places its fashion teams at the front and the center.
With the title “We Are Lulus”, the second campaign of the digital first luxury brand celebrates its team members from all business areas that are integrated to the Women’s Day on Saturday and by chance on Friday with the day of appreciation of the employees.
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“The heart of this campaign are the incredible women who bring Lulus to life – both behind the scenes and in our community,” said Crystal Landsem, the company Chief Executive Officer, compared to the WWD. “” We are Lulus “withdraws the curtain to celebrate the Merchandiser, marketers and others who make our brand what it is and to reinforce that Lulus is really a brand of women for women.”
The campaign that is aimed at the College Campus in Austin; Columbus, Ohio; And San Diego-according to Lulus ‘first major national campaign that was geared towards cities like Los Angeles, New York, Chicago and Nashville, a “phase two” is also included, in which “the spirit of the adventure with a headlight for the holiday style” and a “final phase” and a “final phase” emerges “one of the cult categories of lulus’ emphasized.
Lulus will also work with influencers in the campaign, including Sierra Capri, Teala Dunn, Isabella Ferreira, Brooke Hyland, Chloe Lukasiak, Becca Tilley, Jenn Trann and Greta Wilson, “Each of them brings trust, individuality and a strong sense of personal style to their style.
While Lulus is currently not planning to expand its inpatient presence, the brand concentrated for largely direct to consumers on partnerships with department stores such as Maur, Dillard and Nordstrom as well as Nuuly and resolded Poshmark.
“These collaborations complement our DTC strategy by introducing Lulus new customers in a way that matches our brand,” said Landsem. “Our goal is to meet customers where you make sense for both you and for us as a brand. When we look ahead, our focus remains on the maintenance of a thoughtful balance over the channels and ensures that we continue to scale efficiently and at the same time strengthen our connection with the Lulus customer. “
Lulus refused to disclose income, but said Landsem that the brand “improvements in gross bars and profitability recorded in the third quarter”, “the strength of reflecting [its] Merchandising strategy and operational efficiency. “” If we look ahead, our focus remains on the provision of high -quality, trend -driven fashion and remains agile in a developing retail landscape, “said Landsem.
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