Research on Brand Marketing Strategy in the Era of Sensual ConsumptionTaking lululemon as an Example

Taking the era of emotional consumption as the background, this study deeply explores the emotional marketing strategy of the sports brand lululemon, focusing on how the brand conducts marketing through emotional resonance, community operation and DTC mode, aiming to reveal how the brand can transform emotional demand into actual consumption behavior through precise marketing strategies, and to analyze the effectiveness and limitations of these strategies in practical application. This study adopts the literature analysis method to organize and summarize the current relevant information, and combines online and offline case collection to comprehensively analyze the brand's marketing strategy and psychological drivers of consumer. The study results show that lululemon successfully realizes the interchange between consumer behavior and lifestyle identity through the above marketing model, and satisfies customers' needs for functional and emotional aspects. However, the brand is controversial in terms of product quality and cost-effectiveness and faces competition from emerging brands. In the future, enterprises should pay more attention to the balance between emotional and functional values and maintain their existing strengths and features to optimize their marketing strategies.