Lulus Unveils New Brand Campaign to Expand Market Presence and Deepen Customer Loyalty
Lulus (Nasdaq: LVLU) has announced a new multi-phased brand campaign launching March 7, 2025, aimed at strengthening its position as a premier dress destination. The three-month campaign, starting during International Women's Month, focuses on building brand affinity and customer engagement through emotional storytelling and product-driven messaging.
The 'We Are Lulus' campaign features strategic out-of-home (OOH) advertising including billboards in New York's Times Square and near college campuses in key markets like Austin, Los Angeles, Miami, and Nashville. The initiative builds on last year's successful 'Friends for Life' campaign, which nearly doubled brand recall compared to their 2021 digital efforts.
The company has recently expanded its reach through partnerships with Nuuly, Poshmark, Von Maur, Dillard's, and Nordstrom, while introducing curated collections with brands like Dingo 1969, Hunter, Jessica Simpson, Reebok, and Rolla's Jeans. These collaborations aim to enhance product offerings and strengthen brand visibility across both online and in-store channels.
Lulus (Nasdaq: LVLU) ha annunciato una nuova campagna di marca multi-fase che partirà il 7 marzo 2025, con l'obiettivo di rafforzare la sua posizione come destinazione principale per abiti. La campagna di tre mesi, che inizia durante il Mese Internazionale della Donna, si concentra sulla costruzione di affinità con il marchio e sul coinvolgimento dei clienti attraverso narrazioni emozionali e messaggi orientati ai prodotti.
La campagna 'We Are Lulus' prevede pubblicità strategiche out-of-home (OOH), comprese le affissioni pubblicitarie a Times Square di New York e vicino ai campus universitari in mercati chiave come Austin, Los Angeles, Miami e Nashville. L'iniziativa si basa sulla campagna di successo dell'anno scorso 'Friends for Life', che ha quasi raddoppiato il richiamo del marchio rispetto ai loro sforzi digitali del 2021.
Recentemente, l'azienda ha ampliato la sua portata attraverso partnership con Nuuly, Poshmark, Von Maur, Dillard's e Nordstrom, introducendo collezioni curate con marchi come Dingo 1969, Hunter, Jessica Simpson, Reebok e Rolla's Jeans. Queste collaborazioni mirano a migliorare l'offerta di prodotti e rafforzare la visibilità del marchio sia online che nei negozi fisici.
Lulus (Nasdaq: LVLU) ha anunciado una nueva campaña de marca en múltiples fases que se lanzará el 7 de marzo de 2025, con el objetivo de fortalecer su posición como destino principal para vestidos. La campaña de tres meses, que comienza durante el Mes Internacional de la Mujer, se centra en construir afinidad con la marca y el compromiso del cliente a través de narrativas emocionales y mensajes impulsados por productos.
La campaña 'We Are Lulus' incluye publicidad estratégica out-of-home (OOH), incluyendo vallas publicitarias en Times Square de Nueva York y cerca de campus universitarios en mercados clave como Austin, Los Ángeles, Miami y Nashville. La iniciativa se basa en la exitosa campaña del año pasado 'Friends for Life', que casi duplicó el recuerdo de la marca en comparación con sus esfuerzos digitales de 2021.
Recientemente, la empresa ha ampliado su alcance a través de asociaciones con Nuuly, Poshmark, Von Maur, Dillard's y Nordstrom, mientras introduce colecciones curadas con marcas como Dingo 1969, Hunter, Jessica Simpson, Reebok y Rolla's Jeans. Estas colaboraciones buscan mejorar la oferta de productos y fortalecer la visibilidad de la marca tanto en línea como en las tiendas.
룰루스 (Nasdaq: LVLU)는 2025년 3월 7일에 시작되는 다단계 브랜드 캠페인을 발표했습니다. 이 캠페인은 최고의 드레스 목적지로서의 입지를 강화하는 것을 목표로 하고 있습니다. 국제 여성의 달에 시작되는 3개월 캠페인은 감정적 이야기와 제품 중심의 메시지를 통해 브랜드 친밀감과 고객 참여를 구축하는 데 중점을 둡니다.
'We Are Lulus' 캠페인은 뉴욕의 타임스 스퀘어와 오스틴, 로스앤젤레스, 마이애미, 내슈빌과 같은 주요 시장의 대학 캠퍼스 근처에 있는 광고판을 포함한 전략적인 옥외 광고 (OOH)를 특징으로 합니다. 이 이니셔티브는 지난해 성공적인 'Friends for Life' 캠페인을 기반으로 하며, 2021년 디지털 노력에 비해 브랜드 회상을 거의 두 배로 늘렸습니다.
회사는 최근 Nuuly, Poshmark, Von Maur, Dillard's 및 Nordstrom와의 파트너십을 통해 도달 범위를 확장했으며, Dingo 1969, Hunter, Jessica Simpson, Reebok 및 Rolla's Jeans와 같은 브랜드와 함께 큐레이션된 컬렉션을 소개하고 있습니다. 이러한 협업은 제품 제공을 개선하고 온라인 및 오프라인 채널 모두에서 브랜드 가시성을 강화하는 것을 목표로 하고 있습니다.
Lulus (Nasdaq: LVLU) a annoncé une nouvelle campagne de marque en plusieurs phases qui sera lancée le 7 mars 2025, visant à renforcer sa position en tant que destination phare pour les robes. La campagne de trois mois, qui commence pendant le Mois International des Femmes, se concentre sur la création d'une affinité avec la marque et l'engagement des clients grâce à des récits émotionnels et des messages axés sur les produits.
La campagne 'We Are Lulus' comprend de la publicité stratégique out-of-home (OOH), y compris des panneaux d'affichage à Times Square à New York et près des campus universitaires dans des marchés clés comme Austin, Los Angeles, Miami et Nashville. L'initiative s'appuie sur la campagne réussie de l'année dernière 'Friends for Life', qui a presque doublé la reconnaissance de la marque par rapport à leurs efforts numériques de 2021.
L'entreprise a récemment élargi sa portée grâce à des partenariats avec Nuuly, Poshmark, Von Maur, Dillard's et Nordstrom, tout en introduisant des collections sélectionnées avec des marques telles que Dingo 1969, Hunter, Jessica Simpson, Reebok et Rolla's Jeans. Ces collaborations visent à améliorer l'offre de produits et à renforcer la visibilité de la marque tant en ligne que dans les magasins physiques.
Lulus (Nasdaq: LVLU) hat eine neue mehrstufige Marken-Kampagne angekündigt, die am 7. März 2025 startet und darauf abzielt, seine Position als führendes Ziel für Kleider zu stärken. Die dreimonatige Kampagne, die während des Internationalen Frauentages beginnt, konzentriert sich darauf, die Markenaffinität und das Kundenengagement durch emotionale Erzählungen und produktorientierte Botschaften aufzubauen.
Die Kampagne 'We Are Lulus' umfasst strategische Außenwerbung (OOH), darunter Plakatwerbung am Times Square in New York und in der Nähe von Universitätscampussen in wichtigen Märkten wie Austin, Los Angeles, Miami und Nashville. Die Initiative baut auf der erfolgreichen Kampagne 'Friends for Life' des letzten Jahres auf, die die Markenbekanntheit im Vergleich zu ihren digitalen Bemühungen im Jahr 2021 fast verdoppelt hat.
Das Unternehmen hat kürzlich seine Reichweite durch Partnerschaften mit Nuuly, Poshmark, Von Maur, Dillard's und Nordstrom erweitert und gleichzeitig kuratierte Kollektionen mit Marken wie Dingo 1969, Hunter, Jessica Simpson, Reebok und Rolla's Jeans eingeführt. Diese Kooperationen zielen darauf ab, das Produktangebot zu verbessern und die Markenpräsenz sowohl online als auch im Einzelhandel zu stärken.
- Strategic expansion through partnerships with major retailers
- Successful previous campaign doubled brand recall
- Diversification of product offering through brand collaborations
- Enhanced market presence through multi-channel strategy
- None.
Multi-Phased Out-of-Home (OOH) Campaign Celebrates Women, Confidence, and the Power of Dressing for Life’s Moments
LOS ANGELES, March 06, 2025 (GLOBE NEWSWIRE) -- Lulu's Fashion Lounge Holdings, Inc. (“Lulus” or the “Company”) (Nasdaq: LVLU), the attainable luxury brand for women, is unveiling a bold new multi-phased brand campaign designed to strengthen its position as the go-to dress destination. Spanning three months and kicking off during International Women’s Month, the campaign is dedicated to the women of the brand and will drive brand affinity, customer engagement, and long-term loyalty through a compelling mix of emotional storytelling, product-driven messaging, and cultural relevance. The first part of the campaign will launch on March 7, 2025.
“Lulus is a brand built by women, for women, and everything we do, we do for her—our customer,” said Crystal Landsem, Chief Executive Officer at Lulus. “This campaign reflects a strategic investment in long-term customer engagement, reinforcing our presence in the dress market while building a deeper emotional connection with our audience. We are not just selling dresses; we are creating experiences that drive brand loyalty and lifetime value.”
As Lulus continues to expand its market presence, this campaign represents a key investment in brand equity, aligning with the Company’s growth strategy by deepening its relationship with both existing and new customers, enhancing brand perception, and driving incremental demand for Lulus’ signature dress assortment.
“At Lulus, we are continuously evolving—it’s essential in today’s crowded marketplace to reach new customers and meet their changing needs,” said Patrick Buchanan, Senior Vice President, Brand Marketing, Lulus. “We’re building on the momentum of our last brand campaign, where we saw great success expanding our presence beyond digital channels. This campaign is especially exciting, featuring our Lulus team, the return of customer-facing activations and events, exciting influencer collaborations, and expanded out-of-home marketing. Our past initiatives have proven that a diversified strategy creates a lasting impact, deepens brand affinity, and strengthens our community in powerful ways.”
“We Are Lulus” – Celebrating the Women Behind the Brand
As a brand built by women, for women, Lulus is spotlighting the talented team behind the scenes with “We Are Lulus.” The campaign kicks off alongside International Women’s Day and Employee Appreciation Day, giving customers a behind-the-scenes look at the employees highlighting the creativity and dedication that bring Lulus to life.
Multi-Phased Execution: Scaling Engagement
Lulus has built its success on an efficient, data-driven merchandising model that delivers on-trend, high-quality dresses at accessible price points. The campaign expands upon that foundation by reinforcing the brand’s unique positioning in the dress category through a combination of community-driven storytelling and product-first marketing.
Each phase of the campaign will align with key consumer touchpoints and purchase behaviors, focusing on moments in a woman’s life where fashion serves as a catalyst for confidence and celebration. Through a mix of paid, earned, and organic media strategies, Lulus will leverage its engaged customer base, robust digital platform, and strong influencer network to amplify reach and impact. By strategically aligning campaign phases with consumer shopping trends and high-engagement periods, Lulus aims to drive sustained demand, strengthen brand recall, and maximize return on marketing investment.
Expanding Reach Through Out-of-Home & Market Expansion
As part of its multi-channel strategy, Lulus, for the second year in a row, is extending beyond digital with a targeted out-of-home (OOH) advertising initiative. Building on the success of last year’s “Friends for Life” campaign – which nearly doubled brand recall over Lulus’ 2021 digital effort and strengthened brand equity – this year’s “We are Lulus” campaign will feature prime billboard placement in New York’s Time Square, as well as near college campuses in key secondary markets such as Austin, TX, Columbus, OH, Los Angeles, CA, Miami, FL, Nashville, TN, San Diego, CA, Tempe, AZ, and more. By strategically showing up in targeted college cities, Lulus is working to foster early brand loyalty and capture the attention of a high-value demographic at a pivotal stage.
Last year’s campaign demonstrated the impact of engaging audiences beyond digital, driving awareness, new customer acquisition, and in-person connections. This year, Lulus is aiming to amplify that success with influencers, in-person events, and offline activations to meet customers where they are – ensuring its message of confidence and attainable luxury reaches women across diverse demographics and locations.
Positioning Lulus for Continued Growth & Category Leadership
This campaign reflects Lulus’ commitment to building a differentiated brand experience, leveraging its strong digital presence, and scalable marketing strategy to drive profitable growth. Recently, the Company announced expanded reach through strategic collaborations with Nuuly, Poshmark, Von Maur, Dillard’s, and Nordstrom, allowing more customers to experience the brand firsthand. Additionally, curated edits with brands like Dingo 1969, Hunter, Jessica Simpson, Reebok, and Rolla’s Jeans further enhance Lulus’ product offering, bringing fresh styles and new category opportunities to its engaged audience. These collaborations reinforce Lulus’ commitment to expanding brand visibility, diversifying its assortment, and meeting customers where they shop, both online and in-store.
As the Company continues to optimize customer acquisition costs and enhance customer lifetime value, these initiatives play a key role in strengthening brand equity and revenue diversification. By integrating authentic storytelling, data-driven product positioning, expanding its strategic collaborations, and a focus on community-building, Lulus is solidifying its place as the leading dress destination—one that resonates deeply with consumers.
For more information on Lulus, please visit: www.lulus.com.
About Lulus
Headquartered in California and serving millions of customers worldwide, Lulus is an attainable luxury fashion brand for women, offering modern, unapologetically feminine designs at accessible prices for every occasion. Our aim is to make every woman feel confident and celebrated, supporting her for all of life's occasions, big or small - from work desk to dream date, cozying up on the couch to the spotlight of her wedding day. Founded in 1996, Lulus delivers fresh styles to consumers daily, using direct consumer feedback and insights to refine product offerings and elevate the customer experience. Lulus’ world class personal stylists, bridal concierge, and customer care team share an unwavering commitment to elevating style and quality and bring exceptional customer service and personalized shopping to customers around the world. Follow @lulus on Instagram and @lulus on TikTok. Lulus is a registered trademark of Lulu’s Fashion Lounge, LLC. All rights reserved.
Forward-Looking Statements
This press release contains “forward-looking statements” within the Private Securities Litigation Reform Act of 1995. All statements other than statements of historical or current fact included in this press release are forward-looking statements, including but not limited to statements regarding our opportunities for category, customer and market expansion, third-party collaborations, growth in the coming quarters and the long-term growth trajectory of our business. These statements are neither promises nor guarantees, but involve known and unknown risks, uncertainties and other important factors that may cause Lulus’ actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements, including, but not limited to, the risk factors discussed in Part I, Item 1A, “Risk Factors” in Lulus’ Annual Report on Form 10-K for the fiscal year ended December 31, 2023, Part II, Item 1A, “Risk Factors” in Lulus’ Quarterly Report on Form 10-Q for the fiscal quarter ended June 30, 2024, Part II, Item 1A, “Risk Factors” in Lulus’ Quarterly Report on Form 10-Q for the quarter ended September 29, 2024, and our other filings with the Securities and Exchange Commission which could cause actual results to differ materially from those indicated by the forward-looking statements made in this press release. Any such forward-looking statements represent management’s estimates as of the date of this press release. While Lulus may elect to update such forward-looking statements at some point in the future, it disclaims any obligation to do so, except as required by law, even if subsequent events cause its views to change.
Contact
Abbygail Reyes
Vice President, Communications
press@lulus.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/5748d7ff-0e01-4830-b5f8-b096b0a8d9d7
FAQ
When does Lulus' new 'We Are Lulus' brand campaign launch in 2025?
Which retail partners has LVLU recently collaborated with?
In which cities will Lulus display its OOH advertising campaign?
What brands are included in Lulus' new curated collections?
