I created this PowerPoint for Comm462 and my team and I pitched to the client, Lululemon.
With respect to insights, we underwent research, hearing what employees had to say about the lululemon brand, undergoing in-depth interviews, and researching various blogs and databases.
We delved into the competitive landscape for athletic apparel, what lululemon wants to be, and how consumers and potential consumers currently perceive the brand.
With respect to competition, Lululemon’s competitors focus on how sport is like a war, idolizing heroes that fight for their country. It focuses on competition, as opposed to personal growth.
Conversely, Lululemon positions itself as an aspirational brand that focuses on personal growth and achieving goals.
We compared what Lululemon has to offer and aligned this with what consumers want: quality, versatility in apparel, comfort, technology, and promoting an active lifestyle.
However, we discovered barriers that currently inhibit these consumers’ consideration in purchasing lululemon apparel.
So what are these barriers?
Men think that Lululemon is only for women.
They think their apparel is tight, and by association, is uncomfortable.
And lastly, they think that Lululemon’s apparel is only meant for Yoga.
Through our campaign, we want to whittle away these barriers so that consumers are exposed to the core of Lululemon products and its amazing quality.
We segmented consumers into “yogis and extreme healthnuts, positive stragglers, and negative stragglers”. Stragglers are individuals who are athletic but are not as active or health conscientious as the “yogis and extreme healthnuts”.
Stragglers are those who have been exposed to lululemon, but do not actively endorse the lululemon brand. The positive stragglers are those that are indifferent to lululemon’s stigma, truly understanding the quality of lululemon’s apparel. The negative stragglers, however, are more insecure about the brand and would be embarrassed to wear it in public, yet still acknowledge its quality.
Therefore, with our campaign, we feel that there is much potential in targeting the positive stragglers, as we feel that they can help making lululemon clothing for men a social norm.
We wanted to see how a consumer became a positive or negative straggler. When looking at their first experiences, we realized that positive stragglers were introduced to the brand through other men, while negative stragglers were introduced to the brand by only women, such as a girlfriend or sister.
Therefore, with our campaign, we want to streamline this male word of mouth process to encourage growth in the positive straggler segment.
Targeting positive stragglers is promising. We interviewed people and they admit to purchasing more apparel after having been first exposed to lululemon. Additionally, even though positive stragglers will not actively endorse the lululemon brand, if asked, they WILL rec