Research on Self-identity and Consumer Behavior of Generation Z women: a CRM Perspective Based on the Lululemon Case

DOI

10.2991/978-94-6239-758-3_34How to use a DOI?

Keywords

Generation Z women; self-identity; consumer behavior; Customer Relationship Management (CRM); Lululemon; brand loyalty; community marketing; Maslow’s Hierarchy of Needs

Abstract

As Generation Z emerges as the largest and most influential consumer demographic globally, understanding the intersection of their self-identity construction and consumption behavior has become critical for brand strategy. This study examines how Lululemon, a Canadian premium sportswear brand, leverages Customer Relationship Management (CRM) strategies to meet the evolving needs of Generation Z female consumers. Drawing on Social Identity Theory, Self-Determination Theory, and Maslow’s Hierarchy of Needs, the paper analyzes how Generation Z women’s pursuit of self-identity — driven by community belonging and intrinsic motivation — shapes their consumption patterns in a progressive manner, from basic functional needs to higher-order self-actualization needs. Through a case analysis of Lululemon, this study explores the brand’s multidimensional CRM approach, encompassing market segmentation, service culture, loyalty programs, data-driven personalization, and community-centered operations. The findings reveal that Lululemon’s success lies in its ability to transcend traditional product-function marketing by transforming sportswear into a cultural symbol of independence, health, and female empowerment, thereby achieving deep emotional resonance with Generation Z women. The study further examines how Generation Z female consumers’ feedback has prompted brand adjustments in product innovation, value communication, and digital experience optimization. This research contributes to the understanding of identity-driven consumption in the digital era and offers practical implications for brands seeking to build sustainable customer relationships with Generation Z women through values-based CRM strategies.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yubing Huang
AU  - Xiaolu Chen
AU  - She Lyu
PY  - 2026
DA  - 2026/09/08
TI  - Research on Self-identity and Consumer Behavior of Generation Z women: a CRM Perspective Based on the Lululemon Case
BT  - Proceedings of the 2026 7th International Conference on Management Science and Engineering Management (ICMSEM 2026)
PB  - Atlantis Press
SP  - 346
EP  - 355
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-758-3_34
DO  - 10.2991/978-94-6239-758-3_34
ID  - Huang2026
ER  -