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lululemon athletica rebranding campaign book


How lululemon athletica began... The lululemon athletica clothing brand has garnered masses of consumer loyalists who seek a sense of higher elevation in their physical and spiritual lives. TThe clothing company known as lululemon athletica began as a mere bright idea for founder Chip Wilson. The avid surfer and skateboarder decided to take a yoga class to feel inspired and to gain that sense of euphoria he had been missing from his extreme sports. After the class, Wilson saw how unpleasant his cotton clothing was and his inspiration for yoga clothes took off from there. In November 2000, Wilson opened his first healthconscious, socially forward store in Vancouver, British Columbia. This is due mostly to their popular and stylish yoga pants, but also from the way the brand promotes carefree, healthy living. The mantra of the brand is synonymous with its customer base that is typically yoga instructors or enthusiasts looking to feel great while maintaining their health. The company emphasizes the target message that every individual should live a happy life and to truly value and enjoy time with family and friends. In a sense, the organization is passing along and promoting peace within its customers’ lives, which is always a positive thing for the brand and the world.

Strength

Physical Positivity

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Table of Contents Introduction...........................................................................2 Research.................................................................................6 About lululemon athletica..................................7 Company Analysis.............................................8 Communicaion Audit..................................9 Target Audience..........................................10 Key Tenets....................................................11 Competitive Strategy...................................12 S.W.O.T. Analysis..............................13-14

Creative Development........................................16 Creative Brief..........................................................17 Design Inspiration.....................................................18 Mood Boards.........................................................19-20 Logo Creation................................................................21 Social Media Development.........................................22 New Website.........................................................................23 Print Ads Development.......................................................24

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Style Guide.............................................................................................26 Logo.........................................................................................................27 Fonts.................................................................................................28 Textures.........................................................................................29 Imagery...........................................................................................30 Color Pallete................................................................................31

Final Designs.................................34 Logo.....................................................35 Social Media...............................36 New Website...............................37 Print..................................................38 References...........................39-40

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Research

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About lululemon atheltica The company maintains a good sense of humor when it comes to their brand and clientele and always welcomes feedback to further improve production. This is done through the product ambassadors who were hired by the brand to keep the company current on the latest in trends in fitness. Ambassadors for lululemon are usually yoga and Pilates instructors in the regional area. Lululemon athletica also utilizes feedback from customers through the large complaint chalkboards that are displayed in every store. This allows customers to write suggestions for the company and then their advice is sent to headquarters for further review. Positivity is the overall feel for the lululemon brand as they continue to promote a happy, carefree lifestyle for all to indulge and enjoy.

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Company Analysis

*The lululemon athletica organization stands for maintaining and adding value to a healthy life, mind and body. *The company values its employees to with the highest regard, encourages self-development and recognizes different ideas and perspectives of their stakeholders. *lululemon operates their company under the highest ethical standards available and makes a vital effort in instilling that moral character in all employees and brand ambassadors.

*lululemon’s yoga pants are considered to be a luxury product in today’s retail market. The pricing for the pants range from $75 to $150 for a pair. *The brand is becoming so popular that bootleggers are beginning to make knockoffs of the Vancouver-based company. *Consumers deem the product as a quality, must-have item for all their physical and athletic needs even though its known to be expensive.

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Communication Audit Lululemon athletica does not advertise or promote their brand in traditional ways, which is understandable because that is what makes the brand unique and stand apart from the competition. However, this can be deemed as a gift and a curse because the world knows little to nothing about your company making them look at or opt for the competition. Increasing the exposure of this brand is vital for expansion, so a well though through plan for unique advertising is under way for the yoga retailer.

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Target Audience

The primary audience for the lululemon athletica brand are typically young, affluent, educated women who maintain a healthy lifestyle. Their ages range from 24 to 45 and they typically live in a single to small household, where they are either single or married with a median household income of $45,000 to $150,000 annually.

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Key Findings The research for the lululemon campaign was compiled with clear precision to seek out the goal of expanding the Canadian based company. The organization has seen many milestones over the last decade of business and looks to gain many more with the right strategy. Keeping it’s focus as a grassroots business is noble, but it will be more profitable for the brand to proceed with creating awareness through different methods to gain new consumers in different regions of the world. Lululemon athletica can gain a populous consumer base if they market their awareness in an imperative manner.

The outlook for the lululemon athletica brand analysis has promise. The brand holds a strong market share and unique selling point with their products. The apparel industry has a lot of staying power and lululemon will have no problem capitalizing off of it. As the company stays true to its initial vision of positive vibes and healthy living, more and more stakeholders will likely gravitate towards the evergrowing organization. With a market share of $10.4 billion, lululemon athletica proves that strategically their position in the retail industry is not a coincidence and they have potential to gain more in revenues. As long as consumers continue to value quality over quantity, lululemon athleica will happily ride the wave of success.

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Competitive Strategy These three competitors for the lululemon athletica brand compete through their apparel technology. All three brands make a conscious effort in producing quality athletic wearwith the most advanced technological breakthroughs for apparel. Under Armor’s best seller for women is their sport’s bra. The best sellers for Nike and Adidas compete with their advertisements and product placement in various forms of media. This is something lululemon athletica has not considered trying, but in the long run could be beneficial for the brand. *lululemon clothing sales perform either next to or above that of its competition. *The quality behind the construction of the garment is what makes it so attractive to consumers along with the materials that are used during the construction process. *lululemon’s yoga pants are better than the competition due to the research and diligence that goes it to the final product. *The presentation of the the brand’s clothing in stores also adds to the value and experience that is taken away by the consumer.

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S.W.O.T. Analysis

The intended outcome for the S.W.O.T. Analysis is for the strengths and opportunities for the brand to either meet or exceed expectations and for the weaknesses and threats to be thoroughly avoided and repaired. lululemon wants to maintain the integrity of their garments while still producing more apparel items to meet the demand and consumer needs. With this analysis lululemon hopes to unveil a strong positioning strategy that will make the brand more visible and recognizable to the general public with proper and creative advertising.

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S.W.O.T. Analysis

Strengths

Weaknesses

*Sell 95 percent of clothing at full price

*Not enough stores

*Quality clothing and materials

*Low inventory, high demand

*Global business

*Low reach, not well known

*Power pricing

*Low media visibility

*Low inventory levels create high demands *Sales team interact with customers for data research

*High pricing *Limited color palette for best selling item

*Put more emphasis on environmental causes *To expand the brand with Men’s and Boy’s

*Competitions ad campaigns with athletes

*ASPIRE sub-brand line of yoga attire

*Shifting attention from 2011 murder

*Work with Olympic athletes for campaign

*Competitors creating better apparel technology

*Strong market gains, company valued at $10.4 billion

*If there is a future recession, could hurt profits

*Expand color palette for apparel items

*Products being bootlegged at lower prices

*Create a possible sponsorship/partnership

Opportunities

Threats

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Creative Development

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Creative Brief Unique Selling Point The unique selling position for lululemon athletica would have to be the amount of merchandise found in their stores. In order to create demand for their products, the brand has decided to keep inventory levels low. This encourages their customers to purchase what ever item they have at that very moment. lululemon athletica also does not restock items very frequently and manages to change the store visual layout every 6 to 12 weeks. This positioning makes the brand unique because it makes the clothing seem like a novelty item due to its scarcity to consumers and all consumers want to feel special.

Key Tenets *Strength *Positivity *Physical

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Design Inspiration

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Mood Board

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Mood Board

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Logo Creation Preliminary Sketches

Early Designs

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Social Media Development Preliminary Sketches

Social Media is a major asset for the media mix that will be produced for lululemon ahtletica. Facebook, Instagram, Twitter, Pinterest and all other social media outlets will play a large role in getting the word out about awareness of lululemon to the target demographic, who are constantly linked into the internet daily.

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New Website Initial Design

Desired Design

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Print Ad Development Initial Design

Desired Design

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Style Guide Divider Pages

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Style Guide

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Logo Through my research, I was forced to look beyond the normal and really think about how I wanted to present the lululemon athletica brand/logo design to the world. My research taught me that it is vital to keep five principles in mind when designing: simplicity, versatility, memorability, appropriateness, and timelessness. I think I have achieved all five principles with the logo that I have created and it perpetuates balance and symmetry, which ties back to yoga, as it is the company’s key activity.

The connection the new logo for lululemon athletica makes is seen through it’s symbolism. I used the very basic “plus“ sign or positive sign and then I inserted the letter “L” on the opposing ends of the symbol to tie in the alliteration that I spoke of in earlier posts. I think that alliteration is the easiest way to remember things and I felt that using the letters in the logo design was necessary because a big part of a successful logo design is memorability, and this definitely helps.

The logo is appropriate for the company and their mission and cause. The positive symbol hopefully evokes positivity and hope for a brighter tomorrow. I know the founder, Chip Wilson, wants all their customers to leave the stores with merchandise and happiness, so what better way to do that than to put it on the clothing. “Freedom and positivity” are the running theme for this campaign and I just wanted to stay on the right track when it came to the overall theme. At first I got a little caught up in all the competition and how they all designed their logos. All the logos were strong and striking and very masculine, whereas lululemon athletica’s core consumer is female, so I regrouped and redirected my focus to create this logo, which fits the company quite well.

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Fonts Key Fonts

Stone Sans Sem ITC TT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Oriya Sangam MN ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Textures

The textures for the brand campaign needed to remain earthy and calming , much like the brand’s core activity, yoga. So textures like crunchy, desert and beachy sand were an easy choice.

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Imagery

Fun with circles and benday dots were incorporated into the book to add a bit of fun with the colors and to lighten the mood which is very heavy witht eh black and white imagery. Circles were meant to represent completion or wholeness which is something that mean yoga enthusiats strive for when partaking in their everyday practice. This use of this woman (featured below) in different yoga poses is featured throughout the book and on the front and back covers.

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Colors Color Palette

PANTONE 361 C PANTONE 1365 C PANTONE 2617 C

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Final Designs

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Logo Final Design

Tagline

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Social Media

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New Website

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Print Ads

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References (2013). [Print Photo]. Retrieved from http://frugivoremag.com/cms/wp-content/uploads/2011/09/women_on_beach_yoga_black_and_white1.gif (2013). [Print Photo]. Retrieved from http://img.bnqt.com/CMS/bnqt/network/bnqt.com/media/editor/ photos/0001-267af6c2-50c0f1c4-992b-e875eaca.jpg (2013). [Print Photo]. Retrieved from http://bizeebee.com/blog/wp-content/uploads/2011/01/black_ white_yoga_pose_bizeebee-275x300.png (2013). [Print Photo]. Retrieved from http://2.bp.blogspot.com/_K9KagfgPLIY/TFr_MpA01qI/ AAAAAAAAFsw/LVZ5UXl20mY/s1600/Scannen0003.jpg (2013). [Print Photo]. Retrieved from http://img.bnqt.com/CMS/bnqt/network/bnqt.com/media/editor/ photos/0001-267af6c2-50c0f18e-eae6-febaa716.jpg (2013). [Print Photo]. Retrieved from https://lh6.ggpht.com/TlsROMUkvVuZ_SJJUOCsK695bKMLTd0R mc4L4LiivS41SulO4nrGHgtdYEliMsAowCYD48I=s170 (2013). [Print Photo]. Retrieved from https://lh3.ggpht.com/_Nfwf_V8f0HJm9eFbJUWFG-AF95PdtdMQBQrc7s-SxEglXcv-QHw3Ej4VCmerTImpGeoqw=s139 (2013). [Print Photo]. Retrieved from https://lh5.ggpht.com/vM0yVqRabna8fUcqWfn-xOIvxPO67_VJ9zWrEUC-NQkHSZjAZnmj-VDosHyqt2ZxqsB5GQ=s128 (2013). [Print Photo]. Retrieved from https://lh6.ggpht.com/NfJdK5EQNsJgtMCosLLV60AhVMFuXK7A2mH_ZD1HqVCxiCTQwkSXaVW3w7W6GZ3xh1eFg=s108 (2013). [Print Photo]. Retrieved from https://lh5.ggpht.com/LRwVjBhgvEqy2aHh_x3JskxD90Gp7R9eDZrcQhh38QKk4ru9Pu-5cAnlF8-mCHGYUPQ6fQ=s103 (2013). [Print Photo]. Retrieved from https://lh3.ggpht.com/TkYn-XzZhZ0Q9FS2Juj2c5ychvtixpSc5UV8bZPEhlzdfP_XMIH7pHXI9Wy3C3HyXa5Ussw=s127 (2013). [Print Photo]. Retrieved from https://lh3.ggpht.com/935vmYlZOS0fuwAaHo1nuuyCgx5xhmRvqP kXJm5Bb30Rp1eIirRlaOBcNvPi9PnBWU9_Tg=s128 (2013). [Print Photo]. Retrieved from https://lh5.ggpht.com/QHk6FMjeIpbf9RunZJJoxRcDQSlqwv9tspIPEYfSx5JW-FnV_WizQQQvRoWzSb88j2qiADI=s143 (2013). [Print Photo]. Retrieved from https://lh5.ggpht.com/ByeWl0-eqiTkbzbt6E2ZO2f7WIFNXtSoP0BGm2i3MF126hD-LcrpHC5WBdMpkAQzIENs=s85


References (2011). Why lululemon could have further upside. Seeking Alpha, Retrieved June 10th 2012 from http://seekingalpha.com/article/283967-why-lululemon-could-have-further-upside Colbert, C. (2012). Lululemon is focused on more than just om. Bizmology, Retrieved June 10th, 2012 from http://bizmology.hoovers.com/2012/04/11/lululemon-is focused-on-more-than-just-om/ Curtis, D., Hendee, L., Mahoney, E., Weidman, J., & Yuskevish, A. (2011). Lululemon athletica stretches itself for continued growth. Thunderbird Student Voices , Retrieved June 10th, 2012 from http://knowledgenetwork.thunderbird.edu/students/2011/08/20/lululemon-athletica-stretches-itselffor-continued-growth/ Hummel, C. (2012). Will counterfeits squelch these sportswear companies growth?. The Motley Fool, Retrieved June 10th, 2012 from http://beta.fool.com/callamarie/2012/06/07/will-counterfeitssquelch-these-sportswear-compani/5413/ Krashinsky, S. (2012). Lululemon ad pokes fun at customers - and goes viral. The Global Mail, Retrieved June 17th, 2012 from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/ lululemon-ad-pokes-fun-at-customers---and-goes-viral/article543195/ Lacy, J. (2010). Lululemon’s ground-level business strategy. Retrieved June 17th, 2012 from http://www. oregonbusiness.com/the-latest/4195-lululemons-strategy lululemon athletica: our company history. (2012). Retrieved June 10th, 2012 from http://www.lululemon. com/about/history lululemon athletica. (2012). Retrieved on June 2nd, 2012 from http://investor.lululemon.com/releases.cfm



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