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=About the Company= Lulus is an online-based fashion company founded in the United States, focusing on fast-fashion. The founders of Lulus acknowledged their company as 'affordable luxury' in which they sell on-trend fashion pieces in an affordable price point. Despite the affordability, Lulus co-founders are also concern with the quality of items sold, as well as the service provided. The company sells a wide variety range of fashion items ranging from bohemian blouses to avant-garde gowns, even accessories like shoes and bags. Moreover, Lulus also has a section in their website specifically for bridal, selling wedding dresses, bridesmaid dresses, bridal shower dresses and honeymoon.

Since Lulus is a fast-fashion company, it launches 50 additional items daily to their website, however, it is produced in small batches to minimize the risk of holding too much inventory or inventory surplus. It is stated that Lulus items are 80% imported, with a balance of 20% products made domestically.

Their customers are on average 27 years old women living in urban areas. Lulus is also a workplace to over 700 employees, their warehouses are located Chico, California and there is a new upcoming facility in East Coast on Ohio. In addition, the growing clothing company ships to the United States and 68 other countries including Australia, most European countries and some Asian countries with free shipping over USD150 worth of purchase.

Founders
The founders of Lulus are mother-daughter team, Debra Cannon and Coleen Winter. The co-founder, Coleen Winter mentioned that she wants customers' initial impression is to not be able to believe how worth it purchasing items from Lulus considering its affordability. She also mentioned that she desires Lulus fashion company to be well-known and be seen everywhere in social media.

History
Before transitioning to fully online-based clothing company in 2008, Lulus originally started as a brick-and-mortar store at Chico, California in 1996, selling vintage clothes. The company was then known as Lulu's Fashion Lounge, which the name Lulus is still adapted for the now online store. The name Lulus was inspired by the daughter co-founder's nickname, Coleen Winter.

=Marketing Approach= The company has several different marketing approaches in order to succeed and stand out among other online-based fashion company. One of the most important approaches is that Lulus is heavily data-driven, it launches 50 new items daily in their website with a small amount of stock. The company then monitors the sales for each item and adding amount of stock for whichever item that seems to sell out quickly, showing that these items resonate with Lulus' customers preferences. By monitoring the data, Lulus successfully managed to avoid inventories surplus or holding too much unwanted stock which could lead to further price markdowns, losing profit for the company. Lulus also predicts upcoming trends based on their sales data and becoming ahead of its competitors regarding fashion trends, encouraging investors to invest on the company.

Since Lulus is an online-based company, awareness in the internet is extremely crucial. The company focuses on Search Engine Optimization (SEO) for the purpose of driving traffic and to increase chances of Lulus website appearing on web searches.

The other important marketing approach by Lulus is to spread their brand awareness through social media, relying on social media savvy to promote their brand.

Social Media
As Lulus aspire to be well known in the social media world, its target audience are young women in their mid 20s who are active social media users. Their key platform is Instagram, with 1.3 million followers. Furthermore, the company relies on brand ambassadors and Instagram bloggers to promote their products and brand through social media platforms including Instagram posts and Youtube video.

Endorsement
The process of promoting through brand ambassadors can also be considered as endorsement. When those bloggers on Instagram posts pictures of themselves in Lulus clothing that could influence their thousands or millions of followers about this brand. The items from Lulus are normally gifted or these brand ambassadors receive incentives from Lulus to promote the brand, also known as paid-promote. Fortunately, this method of reaching to potential customers through social media platforms has been successful for Lulus. In fact, Lulus may be ahead of its competitors in this case.

=Customer Service= As in for Lulus customer service, one of their two main goals is to offer fast shipping, which is delivering packages within United States two days at most after the order is placed. The fashion company experienced a crisis mode on November 2018 in which a 'camp fire' wildfire affected their warehouse in Chico, California which led to delayed shipping. However, the company's co-founder stated that Lulus has to keep going despite the crisis mode.

Recently, the website was aided with a better review feature which allows customers to add photos on their reviews and filter the reviews based on size, weight and height measurements.

Customer service matters a lot to Lulus. Therefore, the company offers the personalized shopping experience to their customers by assisting them with their purchase.

The outcome of these services provided has brought positive feedback from customers and increased the overall sales.

Personalized Shopping Experience
Lulus' personalized shopping experience allows customers to contact the experts regarding measurement, garment, and styles. The fit experts of Lulus can be reached via email, phone call or live chat built in Lulus' website. They can help customers on deciding what style flatters most according to the customer's body type.

Bridal
The bridal concierge feature in Lulus website allows bride-to-be or bridesmaids to consult with a stylist for the best option according to their preferences.

=Finance and Growth= The company claims to have a stable growth in terms of their finance and growth, instead of a fad with rapid growth but unstable profitability in long-term. Lulus has a growing rate of 50% every year since it first started.

Investors
Lulus has raised $120 million from IVP, a venture capital firm and Canada Pension Plan Investment Board investment management firm.

Debts and Fund-received
In 2014, Lulus borrowed funds from H.I.G Growth Partners and Abacus Finance Group. The debt has been fully paid off, however the amount borrowed wasn't publicly exposed. Lulus also has a partnership with Monroe Capital, a business development firm, that also lent money to Lulus. Despite all the debts Lulus incurred, the company is highly profitable, reaching hundreds of millions in annual revenue.