Presence for Lululemon Athletica

Clara Wu
Simran Dadlani
Domenic Violante
MEANINGFUL CONSUMPTION
part one: trend forecasting + opportunities

TABLE OF CONTENTS
What is Meaningful Consumption?...................
Trend Forecasting: Notable Trends.................4
Trend Forecasting: Selected Trends................6
Health-Aid........................................................................7
Definition..............................................................................8
Signals.................................................................................9
Questions...........................................................................10
Implications........................................................................13
Custo“me”cation............................................................14
Definition............................................................................15
Signals...............................................................................16
Questions...........................................................................17
Implications........................................................................20
Symmunication..............................................................21
Definition............................................................................22
Signals...............................................................................23
Questions...........................................................................24
Implications........................................................................27
Summary........................................................28
Next Steps......................................................29
Chosen Frameworks........................................30
Lululemon Athletica..........................................32
Description......................................................................33
SWOT Analysis................................................................36
Health-Aid & Lululemon Athletica: Inital Concept...........41
Questions...........................................................................43
Persona..............................................................................49
Air Canada.......................................................51
Description................................................................................52
SWOT Analysis.........................................................................55
Custo“me”cation & Air Canada: Inital Concept.................60
Questions...........................................................................62
Persona..............................................................................68
Loblaws............................................................70
Description................................................................................71
SWOT Analysis.........................................................................72
Symmunication & Loblaws: Inital Concept......................77
Questions.............................................................................79
Persona................................................................................85
Conclusion.......................................................87
Bibliography.....................................................89

WHAT IS
MEANINGFUL CONSUMPTION?
Utilizing a resource to make yourself or others gain more value out of
life by allowing ethics and emotions to
influence your decisions.

LOCAL TRADE
Supporting their own economy by shop-
ping locally to encourage the communities’
prosperity and reduce their ecological
footprint.
INTERCONNECTIVITY
A purposeful interaction taking place in
real time with other beings through
technology to facilitate connection.
TOTAL TRANSPARENCY
Consumers want to contribute to brands
that go beyond the product to create
positive impact as brands now contribute
towards their personal identity.
UTILITECH
Smart technology that gathers personal
and useful information to gain
self-achievement.
CUSTOM”ME”ZATION
Products where decisions are made
by the consumer and as a result hold
sentimental value.
SENTIMOTIONAL
The user is driven by their memory and
emotion with the objective of reliving the
past.
SKILLSHOP
Wanting to advance your skillset be it
for work or passion to move closer to
self-actualization.
HEALTH-CONSCIOUS
People are becoming more conscious
about what they put in their bodies.
EMPERTISING
Involving consumers in marketing by
emphasizing their relationship with the
product or service.
TOURCATION
Travellers want to get educated through the
authentic side of places rather than landmarks
to experience the true culture.

HEALTH-AID
Local Trade + Health Conscious

People are becoming more concerned about the food they consume
and are now looking to buy local and organic to ensure the freshest
and most ecological way to stay healthy and aware.

• Juice Bars
• Farmer’s Markets, Co-op’s
• BUNZ Trading Zone
• ‘Artisan’ menus: hand-crafted,
typically in smaller batches and made with
high quality ingredients.
• MEC
• Urban Farming - in condos
• Restaurants and Supermarkets
labelling local produce
• Sales of Organic and natural
grown products products have
enjoyed a 24 and 28 percent
increase over the past year
SIGNALS

• Shifting the economy of franchised grocery stores.
• The enthusiasm presented by consumers has led suppli-
ers, grocers and restaurants to change and adapt by adding
locally produced goods to their offerings year-round.
• Restaurants are also subject to the trend - some even
growing herbs and vegetables on site.
• Hyper-local foods, which refers to food grown in house,
such as restaurant gardens.
Where is it occuring?

• Fresher, healthier, tastier and easier on the environment than
the shipped equivalents profound influence (chosen for their
high yield and durability) on the nation’s food systems.
• “Interest in local food is largely driven by concerns about food
quality, health and nutrition, food safety, local economies and
farmers, and the environment.”
(Canada’s Growing Appetite for Local Food pg8)
• “Along with fuelling consumer support for local food, the po-
tential health benefits of local food have motivated governments
and non-governmental organizations to promote it.”
• “...beyond just buying fresh fruits and vegetables from local
farms; now they are purchasing local beef, seafood, and even
beer and wine.” - The Balance
Why is it happening?

How prevelant is it?
• It could change the future of farming - urban farming
• Ryerson Urban Farm engages college-age students from food
growing to food marketing
• Seeping its way through the education system
• Healthy food programs at school + healthy vending machines

• We are now looking beyond the
product, curious to know where our food
is from, how it got here, how it was
grown/made.
• Meaningful to consumers as they are
now motivated to prolong their life and
care for their body, motivating them to
be more proactive in other areas such
as exercise. This leads consumers to
what they feel is a ‘fuller’ life that
respects our planet and their body.
• Local food systems can create
economic benefits such as farmer’s
markets, farm stands,
community-supported agriculture
programs, and agri-tourism activities.
IMPLICATIONS

CUSTOM“ME”CATION
Custo“me”zation + Tourcation

By using subjective internet resources to plan out
their trips, travellers are able to tour the unfamiliar
areas of a country with the hope of uncovering an
authentic cultural experience.

• YouTube Vlogs
• 360º Videos
• Anywhere.com
• Airbnb
• EF Tours, S-Trips
• Live Translation: Pilot Earbuds,
Google Translate
• Google Maps
• Snapchat Geo-filter
SIGNALS

• Tourists preparing for their trip - no longer resorting solely to
landmarks/classics
• Disruption in Hotel Industry with Airbnb
• Even followed by locals who want to understand their home better

• Learning experience through travelling to obtain knowledge.
• People learn about hotspots through social media. (Instagram)
• Financially motivated - not wanting to get ripped off. Want to
support local businesses too
• People can ‘experience’ famous landmarks through textbooks or
online so it is no longer a priority when having a limited amount
of time

• Changing the way people learn about that world
• Real experience > learning from books
• People interested to see how cultures have blended rather
than pure history

• Tailoring the way you learn about
the world and its cultures to your
interests through authentic
experiences.
• Creating a society that is curious
to try new things.
• Craving an exclusive experience
that is irreplaceable and your own.
IMPLICATIONS

SYMMUNICATION
Empertising + Total Transparency

The division between consumers and brands is now blurring as “people”
are now the ambassadors of a company rather than celebrities to show the
authenticity of the brand, in the hopes of mutually reaching their
aspirations while making the brand more relatable.

• Andy Pandy
• Frank Body
• Tesla + Elon Musk
• Silent Gold Pet Food
• Betabrand - Crowdfunding
Clothing Company
• Burberry - Art of the Trench
• Emphasis on the experience
consumers may have
SIGNALS

• Instagram posts sharing users’ experience
• Cosmetic industry - different methods of application, feedback
• Online brands and shopping
• Food industry (Wendy’s, McDonald’s)

• Empowers the consumer to take control of their buying decisions
• Companies are playing more into people’s lifestyles, where the brands you
support begin to define who you are
• Tells consumers they have nothing to hide while sending the message that
they care about the needs and wants of their customers
• Consumers want to understand exactly what they are buying and all the
value it can provide

• Important for consumers to know the other side of the brand - interested in the
other areas of the company

• When buyers make purchases,
they want to know their decisions
are good for their family and align
with personal or charitable interests
IMPLICATIONS

People are becoming more
concerned about the food they
consume and are now looking
to buy local and organic to
ensure the freshest and most
ecological way to stay healthy
and aware.
HEALTH-AID
By using subjective internet
resources to plan out their
trip, travellers are able to
tour the unfamiliar areas of a
country with the hope of
uncovering an authentic
cultural experience.
CUSTOM“ME”CATION
The division between consumers and brands is now blurring as “people” are now the
ambassadors of a company rather than celebrities to show the authenticity of the brand, in the
hopes of mutually reaching their aspirations while making the brand more relatable.
SYMMUNICATION
THE
THREE
TRENDS

next steps
CONCEPTUALIZING
OPPORTUNITIES
Moving forward with a firm understanding of the
theme of ‘meaningful consumption’ and three current
trends, we shall be pairing the trends with brands
which we forsee potential to enhance, expand or
redefine their strategy.

SWOT ANALYSIS
A framework that will allow us to identify a brand’s strengths and how to create
opportunities for them. In addition to how our trend can feed into these
opportunities. By recognizing the brand’s weaknesses and external threats we
can conceptualize our opportunity with the hope of overcoming their challenges
and creating space for new forces.

STRENGTHS
INTERNALEXTERNAL
HARMFULHELPFUL
OPPORTUNITIES
WEAKNESSES
THREATS

Lululemon is curious at the core, they are constantly thinking about innovation
and social impact. Their ambition is to elevate our world from mediocrity to one
that is great.
MARRIAGE OF SCIENCE + FASHION

“do not use cleaning chemicals on your
kitchen surfaces. someone will inevitably
make a sandwich on your counter”
THE ODD BIT OF THEIR MANIFESTO

“do not use cleaning chemicals on your
kitchen surfaces. someone will inevitably
make a sandwich on your counter”
do not poison the earth that you
will eventually live on
be conscious about what
you’re consuming
be natural do things with
intention
THE ODD BIT OF THEIR MANIFESTO

• We are now looking beyond the product,
curious to know where our food is from,
how it got here, how it was grown/made.
• Meaningful to consumers as they are
now motivated to prolong their life and
care for their body, motivating them to be
more proactive in other areas such as
exercise. This leads consumers to what
they feel is a ‘fuller’ life that respects our
planet and their body.
• Local food systems can create
economic benefits such as farmer’s
markets, farm stands,
community-supported agriculture
programs, and agri-tourism activities.
STRENGTHS

• Expensive (middle-high class customers)
• Hard to expand to a larger audience
because of high prices
• Macro-forces of economy making
consumers more price conscious
• Perceived soley as a women's brand
• Menswear only makes up of 16% of sales
• Strive towards women in their market
WEAKNESSES

• Their goal is to reach 25% of sales for men
• Expand towards a market with lower price
points (students, internationally)
• Product expansion
OPPORTUNITIES

• Tapping into wearable tech or
tech integrated clothing (monitor
heart beat and calorie burns)
• Working with healthy stores
• Offering detox products/lifestyle
• Creating a more holistic lifestyle
brand
• Encouraging being in the
outdoors, providing picnic packs
• Moving Lululemon from a day
brand to a day and night brand
• Social Justice campaign - ‘men in
the kitchen’ cooking healthy foods
that aligns with their brand
HEALTH-AID + =

THREATS
• Competition
• People copying their patterns and sleek design
• More brands that cater for men (Nike, Under Armour)
• Been around longer

Introducing
Health Aid + Lululemon Athletica
LULULIVING

Lululiving is mixing healthy living with partying by hosting regular
events that encourage nutritional consumption which helps the mind
stay aware of what we consume.

• Advertising campaign
• Merchandise
• Healthy foods / drinks
• Handing out recipes
• Collaborations with firms holding similar values and wanting to motivate
their workers
• A big party!
What might the products be?

• Students
• Low-middle income families
• Sustainable oriented people
• Anyone who wants to learn new recipes
• People who want to cook efficiently
What markets might they serve?

• Encourage healthy active living through a meaningful and attractive
way, partying.
• Showing that healthy living is fun, easy and possible in all areas of life
• Socializing with people with similar interests
• Networking for personal and business agendas
How can the identiﬁed
trends help them deliver
more beneﬁts to their users?

How compelling is your case to
management?
• Presents Loblaws as a brand that is conscious about being wasteful of food by
promoting imperfect food - possibility of including near expiry foods
• Form of advertising - producing a platform for people to share how they use
Loblaws products
• Attracting those that avoid Loblaws because of its premium prices
• Extend the potential of programs that are already in place

What elements of your
opportunity can be made now?
• Feasible within this year
• Lululemon already shown interest in food industry with inclusion of smoothie
bars and cafes in certain flagship stores

• Product: healthy smoothie recipes, energizing shots, fresh fruits
• Service: socializing event, collaboration with companies
What market shape might
they take?

A young business student at the University of
Toronto who is eager to be more involved in his
local community as he is from the suburbs. He
wants to explore the area around him and meet
new people. Alongside school, he works hard at
a job trying to save for his spending allowance.
You see, Jeremy’s been trying to get fitter, but
with all his school work and the part-time job,
where is the time? After work at 6, he’s fried.
He read online that meditating can cope with his
stress on his mind. A Lululemon ad recently
appeared on his Instagram feed which struck
some curiosity as to what they were and why it
showed up on his feed?
Jeremy quickly realizes that it was because he
was looking into yoga as a way to relax. He clicks
on the sponsored ad and it leads him to an event
page about Lululiving.
Jeremy scrolls down and plays a video on the
page. The video is playing the Radio’s top
10’s hottest playlist and a bunch of people are
in their fitness gear having fun while drinking
vibrant smoothies. He notices that the
environment is dark but the people are smiling
and jumping with joy.
The video ends with the words “Join Now!”
and Jeremy is eager to see what this event is
about. He learns that LuluLiving is a party
event that runs on Friday nights with a local
DJ. Lululemon serves them fresh smoothies
and fruits with energy ginger shots. He’s
thinking it might be a the perfect opportunity
to network and socialize for his future career.
Being excited about this event, Jeremy enters
his info and is thrilled to go.The next day, he
makes sure to tell all his peers and co-workers
about Lululiving.

EXPERIENCE TRAVEL
Air Canada wants to connect Canada to the World while building loyalty with their
customers through passion and innovation. They realize that traveling is more than
just about the destination but instead, the personal experience that you have there
and on the way there.
“Your world awaits.”

• One of the dominating airlines
• Loyalty Programs in place - Aero-
plan Card
• Innovative in Technology
• Strong branding, showing their un-
derstanding that travel is an experi-
ence.
• Caters to a large population (a
range from upper to middle class
income)
• Long list of flight routes
• International, transborder,
domestics
STRENGTHS

• High fixed costs
• Bad public media reputation
• Perceived as disorganized and
having poor customer service
• No sustainable initiatives
• Not understood as personal
WEAKNESSES

• Make them feel more exclusive,
more at home despite being in the air
• Life on the plane: A stressless journey
• Making the flight a more significant
part of your travels
OPPORTUNITIES

CUSTO”ME”CATION
+
=
• More holistic experience
• More than just flying but
rather travelling
• Planning your vacation while
on the go
• More meaningful travel loyalty
program - personalized your
savings

THREATS
• Other airlines
• Canadian Airlines - West Jet
• Budget Airlines
• Fuel costs
• Economy
• Currency and bad economy causes users to not
want to fly

Introducing
Custom “me” cation + Air Canada
#ACLOCALS
Introducing
Custom “me” cation + Air Canada
#ACLIVING

A new program where people can tailor their travel experiences through
locals’ suggestions to taste it's true authenticity and culture, enabling them
to get an exclusive itinerary.

• Booths spotted around Airport for participation
• Forms on-flight
• UI/UX for On-flight entertainment screen
• Advertising Campaign
• Social media ("use our hashtag #ACLocals to feature your favourite place in
your city!" Using instagram to show locality)

• Adventurers
• Young Travellers
• Business People
• May have spent less time thinking about the experience they may have
e.g restaurants to go to. Have time to kill between meetings and now do not
have to go searching for what to do - embracing their time there.
What markets might they serve?

• Help tourists find local areas
• Makes them feel like home rather than a tourist
• Curating their own experience from what they’ve researched and
now personal experiences, thanks to AC.
• Supporting local businesses
• Learning true culture over commercial culture
• Exclusive experience

How compelling is your case to
management?
• The brand is already on the right track, showing that AC has recognized travel
is an experience therefore much more than just getting from point A to point B.
However, this is not reflected in the service they provide.
• Embrace the full potential of their branding strategy/identity
• “Tourists carry maps, travellers carry curiosity”
• Relaxed vacation of new experiences rather than famous skyscrapers
and museums

• Needs to design the program and get people to participate through
advertising campaigns and instructions on how to be involved
• May partner with local companies/bloggers etc.

• Service: A new way of planning your trip in the air through interaction
with customers
• Product: Booth, forms, print
they take?

They are in their mid twenties and they both
currently work at a public high school. It is
winter break and they plan to head to New
York City for a short romantic getaway.
The couple plans to get to New York by plane
as it saves time and they decide to get around
the city by subway to hitting all the major hot
spots.
On the day of their flight, they arrive to the
airport, check in their bags, and go through
security. They are walking through the
terminal sipping their coffee when they see a
giant Air Canada booth. Curious, they decide
to walk towards the booth where they see a
giant sign that says “#ACLocals”. As they get
to the booth, they see all these quirky
messages and read through them, pointing
things out to each other.
Turns out they’re all about where they love to
go around the city. They notice the pen and
paper and decide to write about their favourite
place about Toronto. After boarding, they find
their seats and sit down, they find the same
paper in the compartment in front of them.
While they are on the plane to New York City,
they realize that it is going to be busy around
all the major attractions as other families plan
to visit for the holidays but they have always
wanted to go to New York City.
Tim and Jackie relax and interact with the
screen in front them. They notice a section
where it reads ‘#ACLocals’, they click on it
and it leads to another page that is filled with
pictures and captions about New York. They
discover all these new places that locals and
visitors have suggested for them and decide
to re-plan their trip, weaving these unheard of
places into their cliche New York trip.
At the end of the page, they enter their emails
to send their itinerary or download the app on
their phone.
Upon arrival, they go to one of the hot spots
that the local’s recommended for brunch.
They have an amazing meal and memorable
experience and feel they must write about it
on the way back.

THE COMMUNITY CENTRE
Loblaws wants to exceed the consumer’s expectations and for them to live life well.
They want to make a positive difference in their community by sourcing with integrity
and respecting the environment.

• Stores located all across Canada
• One of the biggest retailers in Canada
• Known for high quality food
• Luxurious ambiance - warm lighting
and hues
• Unique ‘Natural Imperfect’ program:
oddly shaped produce being sold to
consumers for a lower price
• Range of services (cooking classes,
gym, hot food)
• Strong brand identity
• Innovative experiences and pay
attention to customers
• Convenient locations
• Family friendly
STRENGTHS

• Perceived as premium price - expensive
• Same product, higher price than
other stores
• Only available in Canada, although
they’re a huge company and are
discussin expansion.
WEAKNESSES

• Farmer’s markets
• Further enhancing the grocery experience
• Expand their services
• Introducing more sustainable packaging
OPPORTUNITIES

=
SYMMUNICATION
+
• Hosting Community barbecues to
fundraise
• “Ubereats” concept using Loblaws
produce/hot meals
• Recipes in store, ‘what do you want
to eat today?’
• Being transparent about their
food waste
• Transparent with their hot food
• How are they ethically raising and
treating their meat?
• Positive advertising for ugly food,
showing that they don‘t waste
• “Mama’s Food” - Homemade
recipes
• Recipe stall featuring real recipes
from real people - buy the products
from Loblaws

• Other grocery stores (Whole Foods, Longo’s)
• Increasing prices in the economy
• Increase regulation on foods
THREATS

Introducing
Symmunication + Loblaws
NATURALLY IMPERFECT:
MEAL KITS

A collaboration between Loblaws Naturally Imperfect program with am-
bassadors that are chosen locally to share their recipes with the Loblaws’
consumers. This allows consumers to be aware of produce that are “ugly”
and integrating the community to create a positive consumption.

• Lower-priced kits that include deformed produce. Kits are used to make Mama
Home recipes posted by real people
• Apps, Kiosk or Stand, Packaging

• High value of lower cost food being from a store viewed as offering
premium food
• Ready and easy meals
• Creating a sense of community

• “Naturally Imperfect” program already exists
• Designing the system
• Advertising the platform - instructionals
• QR codes, YouTube
• Designing packaging for Meal Kits
• Deciding workflow for how the Meal Kits are prepared

• Service: Organization of videos, UX/UI design, interaction design
• Product: Meal Kit packages, content, advertising, kiosk
they take?

He is a recent graduate and has moved
across the country to pursue his career.
Charlie’s parents are extremely
supportive and helped him move but
had to go back to their own hometown
as that is where his siblings currently
live.
A few weeks later, he realizes that he is
extremely homesick and misses his
mother’s cooking. He decides to go his
local grocery store to purchase
groceries to replicate it.
As he walks through the produce aisle,
he stumbles upon a kiosk with an iPad.
He goes up to the device and notices a
bunch of pre-packaged bundles. He
swipes through the iPad and sees a list
of recipes and learns more about the
Loblaws “Naturally Imperfect” initiative.
Charlie selects a recipe similar to one of
his mom’s. A video of a middle-aged
lady play, she explains the ingredients
of Kit #2 and starts cooking it.
He feels an emotional connection and
decides to purchase Kit #2 for himself.
He learns that you can scan the QR
code and retrieve the recipe on his
smart phone.
Charlie gets home and prepares the
meal. Everything in the food-kit is
packaged to perfect portions and
although some of the produce is oddly
shaped, it is fresh. He reminisces home
as he eats the meal.

Lululemon Athletica, Air Canada and Loblaws: three major Canadian
companies that are striving leaders in their respective sectors. Through our
research, it is evident that they can all benefit significantly from the trends identified.
Lululemon Athletica can empower its healthy lifestyle from day to night through
Health-Aid.
Air Canada can benefit from Custo“me”cation to allow their customers to enhance
their travelling experience through an exclusive and authentic itinerary.
And lastly, Loblaws is using Symmunication to promote a positive message behind
their produce to make an impact in the community by using local ambassadors to
create genuine meals.
The three companies can increase their provision of meaningful consumption by
utilizing these trends to help users gain more value out of life motivated by focusing
on ethics and emotions.
TO CONCLUDE

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