Research on KOL Marketing Strategies of Sportswear Brands from the Perspective of Female Consumers: Taking Lululemon as an Example

Ziyi Miao

doi:10.47297/wspciWSP2516-252729.20261002

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Research on KOL Marketing Strategies of Sportswear Brands from the Perspective of Female Consumers: Taking Lululemon as an Example

Volume 10, Issue 2

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Research on KOL Marketing Strategies of Sportswear Brands from the Perspective of Female Consumers: Taking Lululemon as an Example
Research on KOL Marketing Strategies of Sportswear Brands from the Perspective of Female Consumers: Taking Lululemon as an Example
School of Foreign Languages, Tianjin University of Science and Technology, Tianjin 300457, China
Vol. 10, Issue 2, Pages: 140-145(2026)
Published：30 April 2026
DOI：10.47297/wspciWSP2516-252729.20261002
Accepted：

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Miao Ziyi.Research on KOL Marketing Strategies of Sportswear Brands from the Perspective of Female Consumers: Taking Lululemon as an Example[J].Creativity and Innovation,2026,10(02):140-145.
DOI：

Miao Ziyi.Research on KOL Marketing Strategies of Sportswear Brands from the Perspective of Female Consumers: Taking Lululemon as an Example[J].Creativity and Innovation,2026,10(02):140-145. DOI： 10.47297/wspciWSP2516-252729.20261002.

摘要

Abstract

In an era when the "she economy" is deeply integrated with social media

the women's sportswear market is experiencing rapid growth

and KOL marketing has become a core means for brands to reach their target customer groups. This paper takes the high-end women's sportswear brand Lululemon as the research object

starting from the perspective of female consumers

using literature research methods

questionnaire survey methods

case analysis methods and in-depth interview methods

combined with theories such as feminist marketing and community economy

explores the implementation status

influence mechanism and existing problems of KOL marketing strategies in women's sportswear brands. Based on the research results

this paper presents targeted suggestions for optimizing KOL marketing strategies

providing theoretical references and practical guidance for the precise marketing of women's sportswear brands.

关键词

Keywords

references

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