What is Lulus? Lulus Review

Lulus is an American online women's clothing brand. It is a clothing business site specially designed for young people. Its products include fashion + clothing, shoes and women's accessories, and its brands include emerging designer brands.

About Lulus

Lulus was founded in 1996 and is headquartered in California. Lulus was originally a family-run women's clothing store opened by founder Colleen Winter and her mother in California. In 2008, it became an online retailer selling women's clothing, shoes and accessories, and providing delivery services to 68 countries around the world.

Currently, 20% of Lulus' products are produced in the United States, and the rest are imported. In terms of channels, it is mainly its own official website, and it also distributes goods in offline clothing retailer Nordstrom. Among the products sold on the official website, 85% are its own brands, and the rest are brands with similar styles such as "Free People".

Lulus also takes the online route in its promotion, mainly posting video or graphic advertisements on social media and looking for KOLs to promote the brand. Its official Instagram account has 1.3 million followers. In terms of price, since it targets young women, Lulus' clothing ranges from US$16 to US$300, and the overall style is somewhat similar to the well-known ZARA.

Fashion brands like Lulus actually rely heavily on social media promotion, but now more and more brands are adopting the same path and positioning, and the homogeneity of competition is very serious. The methods of merchants are very similar, such as online celebrities bringing goods, celebrity endorsements, and subscription discounts. When the same promotion is constantly swiped in front of consumers, it is difficult to stimulate their desire to buy. A report shows that with the convenience of information acquisition and shopping methods, consumers' loyalty to brands is getting lower and lower.

User Groups

The average age of the core consumer group is 27 years old, and they are mainly white-collar women in big cities. This group of people mainly live in densely populated areas, go to offices to work during the day, and often participate in social activities at night.

Financing

In 2004, Lulus completed an early round of financing led by HIG Growth Partners, which remains an investor in Lulus today.

-In May 2018, Lulus, an American online women's clothing brand, announced that it had received $120 million in financing from venture capital firm IVP and the Canada Pension Plan Investment Board. Lulus is currently preparing for an IPO, but it will not be on the agenda in the short term.