"Consumer tribes" are a relatively new concept, but one that has made a remarkable impact on marketing theory development. This presentation outlines the benefits of marketing to tribes and provides advice, as well as a successful case example, explaining best practices.

1. By: Marsha Druker
January 11, 2012

2.  “A group with deep interpersonal connections
built through shared experiences, rituals and
traditions”
 Occupy space physically. The tribe, or at least
some of its members, can gather and perform
rituals in meeting-places such as places of
worship or public spaces
These spaces are known as “anchoring places”

4.  Humans have a basic need to
connect with others, share
experiences, and develop
relationships
 Involvement with a tribe is an
expression of self-identity
 Belonging to a tribe can be very
helpful in guiding one through
life, as well as increasing
happiness
 Purely Social
 Values + Social
 Cultural + Social
 Business + Social

5.  “Groups of people emotionally connected by
similar consumption values and usage, who
use the social „linking value‟ of products and
services to create a community and express
identity”
 Relatively new concept, but one that has
made a remarkable impact on marketing
theory development

6.  A brand community is formed around
supporting a particular brand or
product
 Brand communities are explicitly
commercial, whereas tribes are not
 Brand communities are concerned
about the relationship between brand
and consumer, whereas tribes focus on
the relationship between consumers

7.  Social influences play a crucial role in
an individual's consumption decisions
 In addition to sharing moral values and
opinions, consumer tribes also share
consumption preferences
 This provides opportunity for
marketers to access a specific market
segment and to create lasting loyalty
through establishing both an emotional
connection as well as a rational reason
for commitment

9.  Lululemon was created to satisfy the
need for the goods that people
require in order to practice yoga:
mats, clothing, water bottles and
etc...
 As the brand grew, so did its ability
to lead the tribe. Lululemon‟s
website now reads more like a yoga
resource than it does a retail store
 There is nothing on the website
about features, benefits or purchase
decisions

12.  The yoga connection is at the very core of lululemon:
 sells high-quality yoga clothing
 pays for employees to take yoga classes
 holds its own classes five days a week at the head office
“At the core, we‟re yoga both literally and figuratively. Yoga is so
good for you. We feel it‟s a gift of health. If we can educate a
customer on the benefits of yoga, we've made them a better
person and the world a better place.” - Eric Petersen, lululemon‟s
marketing director
 In-store bulletin boards feature fliers advertising nearby yoga sessions
 Lululemon employees, “educators,” are always happy to recommend
their favourite instructor or answer any questions!
 Supports local athletic communities by providing a research and
development (clothing, mats, water bottles, etc.) discount to certified
yoga instructors, personal trainers or coaches

13. 1. Alexander, R. (2006). “Lululemon athletica in shape.” Brand Chanel. Retrieved from:
http://www.brandchannel.com/features_profile.asp?pr_id=271. January 10, 2012.
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marketing.” European Journal of Marketing, Vol. 36, No.5& 6, pp. 595–620.
3. Fournier, S. and Lee, L. (2009). “Getting Brand Communities Right,” Harvard Business Review, April, 105-111
4. Godin, S. (2009). “Seth Godin on the tribes we lead.” TED. Retrieved from:
http://www.ted.com/talks/lang/en/seth_godin_on_the_tribes_we_lead.html. January 7, 2012.
5. Ivanauskas, G. (2009). “Seth Godin, tribes and brand communities”, Social Media Citizens. Retrieved from:
http://www.smcitizens.com/2009/05/12/seth-godin-tribes-and-brand-communities/. January 9, 2012.
6. Mitchell, C. and Imrie,B. C. (2011). "Consumer tribes: membership, consumption and building loyalty", Asia
Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 1, pp.39 – 56.
7. Rossi, G. (2008). “Tribes Q&A.” Retrieved from: http://www.slideshare.net/DigitalBranding/tribes-qa-
presentation. January 7, 2012.