Projects

Lululemon Advertising Strategy Development

Lululemon is providing an experience of living a healthier lifestyle through their products that accommodate a wide variety of consumers.

Strategy Basics

The Firm

Goal: Help people live longer and healthier lives

Value: Go beyond mediocrity

Resources + Capabilities: Able to innovate technology that lasts

The Environment

Culture of wearing athleisure everywhere and anywhere

The Strategy

Creating a brand that provides consumers with an experience of growth and longevity

Market Position

Industry Leader: Renowned for quality and innovation in the athleisure segment, positioning itself as a lifestyle brand rather than just an apparel retailer

Brand Awareness: Strong engagement through strategic marketing initiatives, ambassador programs, and community events

“The Power to Reimagine Masculinity”

Target Consumer: Justin

Demographics: 50 year old father of two children in college, CMO of a tech company with $150k annual salary, resides in Greenwich, CT

Lifestyle: Equinox member, golfs, Apple Watch daily step tracker, shops at Whole Foods & Under Armour

Psychographics: masculine & head of the family

Objective: Convert 20% of consistent, “macho” Under Armour dad customers, like Justin, to switch and try Lululemon in the next 6 months.

Issue: Dads believe Lululemon will never be a brand for men and prefer more masculine brands, like Under Armour.

Insight: “Lululemon doesn’t have a bro vibe”

Challenge: Transition confident, masculine men like Justin from being consistent Under Armour users to trying Lululemon clothing.

Alo Graphic Design

Created and designed sample ads and posts for Alo, an athletic apparel company known for its wide range of products that aim to maximize customers' yoga performance.

Resource used: Canva

Summer Fridays Graphic Design

Created and designed sample ads and posts for Summer Fridays, a skincare brand that offers clean, vegan and cruelty-free products.

Resources used: Canva