Lulus is going behind the scenes for its latest campaign. The Northern California brand is putting its fashion team front and center.
Titled “We Are Lulus,” the digital-first attainable luxury brand’s second campaign celebrates its team members from every aspect of the business, pegged to Women’s Day on Saturday and coincidentally timed with Employee Appreciation Day on Friday.
“The heart of this campaign is the incredible women who bring Lulus to life — both behind the scenes and in our community,” Crystal Landsem, the company’s chief executive officer, told WWD. “‘We Are Lulus’ pulls back the curtain to celebrate the merchandisers, marketers and others who make our brand what it is, reinforcing that Lulus is truly a brand by women, for women.”
The campaign, which will target college campuses in Austin; Columbus, Ohio; and San Diego— following Lulus’ first major national campaign that was geared toward cities like Los Angeles, New York, Chicago and Nashville — will also feature a “phase two” that “embraces the spirit of adventure with a spotlight on vacation-ready style” and a “final phase” that highlights “one of Lulus’ most iconic categories: weddings,” Landsem shared.
Lulus will also be partnering with influencers on the campaign, including Sierra Capri, Teala Dunn, Isabella Ferreira, Brooke Hyland, Chloe Lukasiak, Becca Tilley, Jenn Trann, and Greta Wilson, “each of whom brings confidence, individuality, and a strong sense of personal style to their communities,” Landsem said.
While Lulus doesn’t have plans to expand its brick-and-mortar presence at the moment, the largely direct-to-consumer brand has been focused on partnerships with department stores like Von Maur, Dillard’s and Nordstrom, and rental on Nuuly and resale on Poshmark.
“These collaborations complement our DTC strategy by introducing Lulus to new customers in a way that aligns with our brand,” Landsem shared. “Our goal is to meet customers where they are in a way that makes sense for both them and us as a brand. As we look ahead, our focus remains on maintaining a thoughtful balance across channels — ensuring we continue to scale efficiently while strengthening our connection with the Lulus customer.”
Lulus declined to disclose revenue but Landsem shared that the brand “saw improvements in gross margin and profitability in Q3,” “reflecting the strength of [its] merchandising strategy and operational efficiencies.” “As we look ahead, our focus remains on delivering high-quality, trend-driven fashion while staying agile in an evolving retail landscape,” Landsem said.
