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@article{184622,
        author = {Sanvi Gupta},
        title = {Role of Digital Marketing for Sports brands like Lululemon and Alo as they penetrate the Indian Market},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {3527-3534},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184622},
        abstract = {Indian sportswear and athleisure market is growing at a fast rate, driven by increasing health consciousness, youthful population and the use of digital. This paper discusses the role of digital marketing in the entry of international brands, Lululemon and Alo into a competitive and diverse Indian market. The quantitative method was used where 100 respondents were surveyed using a structured questionnaire and the outcome of the survey was analyzed using regression and correlation. The evidence shows that the intensity of digital marketing has a significant positive impact on brand awareness and high-quality digital campaigns affect the consumer trust and loyalty strongly. In addition, positive customer base development is associated with effective strategies. Influencer partnerships, social media interactions, and localized storytelling became the major force behind brand resonance. Although there is a restriction in the small sample size and self-reported information, the research highlights the need of digital marketing to global sportswear brands in India. The key strategies of long-term consumer engagement are emphasized on authenticity, personalization and glocalization.},
        keywords = {online marketing, Sportswear companies, Lululemon, Alo Yoga, Indian market, Brand recognition, Customer loyalty, Influencer marketing, Glocalization, Athleisure.},
        month = {September},
        }