lululemon Brand Muse

Refined lululemon’s women brand direction through strategic customer profiling and updated brand filters.

OBJECTIVES

Re-develop lululemon’s customer and muse profiles to ensure relevancy and authenticity.  Leverage this new brand muse, filters and voice into weekly product campaigns and larger brand initiatives.

WORK

·      customer profiles

·      brand muse

·      brand filters

·      weekly product campaigns

RESULTS

The brand muse strategy was leveraged to create new brand voice and visual direction that was implemented through a global brand book roll out across the company. The brand book and muse was leveraged to support decision-making across all decentralized stores, ambassador and events teams, and the brand marketing team. This resulted in an updated look & feel for the weekly product marketing campaigns.