Abstract
This research critically evaluates Lululemon Australia's Integrated Marketing Communications (IMC) strategy, specifically focusing on its footwear category. Despite Lululemon's established success in yoga wear, the footwear segment lacks a cohesive IMC approach, evident from its absence in promotional efforts and launch initiatives. The analysis draws on the framework, emphasizing the importance of consistent messaging and comprehensive audience coverage. It highlights discrepancies in targeting and communication alignment, noting a predominant female-centric focus contrary to the intended unisex audience. Overall, the assessment underscores the necessity for Lululemon AU to strengthen its IMC strategy for footwear to effectively resonate with and engage its diverse target demographic.
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