Lululemon Thailand Store Opening

Lululemon was opening its first store in Thailand and needed to build brand presence from scratch, generating local buzz quickly among Thai consumers ahead of and around the launch. Thailand's wellness culture was already strong, with many people valuing fitness highly, but the brand had no local presence, so it had to earn a place in a scene that was thriving without it. Vero's read was that a wellness brand's arrival could ride an existing behaviour rather than create one.

Vero put the launch in the hands of the local wellness scene itself, positioning Lululemon as a symbol of mindful living anchored to its Move, Grow and Connect pillars. The agency recruited and managed 248 lifestyle and wellness influencers, arranged wellness days curated by Lululemon, sent pre-launch kits of curated products for creators to try before the event, and brought Thai celebrities to the inaugural store launch. Creators who experienced the brand first-hand produced more authentic launch content than briefs alone would yield, and a high volume of local creators compressed awareness-building into the launch window.

Riding an established behaviour gave the launch a receptive creator base, while layering celebrities on top of niche wellness creators extended reach beyond the category core. Vero reports 721 posts, 4.6M reach and 5.9M impressions from the 248 influencers engaged. Every figure is self-reported with no independent verification, no engagement, sales or footfall data is disclosed, and the platforms and creator mix are not named. There is also an unresolved date conflict: Vero's page dates the opening to 2021 while Lululemon's own press release dates its first Thailand store to 28 July 2023.