How Healthism Can Change the Consumerism in China's Retail Industry A Study on the Lululemon Ad Campaigns and Branding in China

Abstract

With the rapid expansion of the Chinese consumer market, more and more Western brands are bringing their unique ideologies and concepts to the Chinese market and trying to change the Chinese consumers consumption concepts. Healthism is a typical example. As a representative brand of healthism in the western world, Lululemon has launched a series of promotional activities on healthism in the China market. This article will explore the impact of Lululemon on China's retail consumer industry through healthism advertising through in-depth interviews, and study how Lululemons branding in China can be understood in the context of a new market cultural dimensions at the post-economic reform China. This paper has explored the entry of Lululemon in China in the context of the consumer society and a challenge to traditional privileged discourses. This paper conclude that the healthism concepts that Lululemon spreads in China can drive consumers accept the healthism ideology and also consume on the healthism related products.