SUMMARY

lululemon is having a hard time keeping their OG target demographic interested. We found that modern dress codes for how women should be presenting themselves in the world are still limiting them with clothing options that are professional, comfortable and showcase their individual style.

Women's dress codes have become more relaxed over time, but they still impose limitations. These codes often force women to choose between looking professional, feeling comfortable, or expressing their personal style. As women in their late 20s and early 30s seek comfort, they sometimes find that brands tailored to younger age groups no longer feel suitable, leading them to search for new options that better reflect their evolving identities.

lululemon is losing loyalty due to consumers NOT being able to see themselves wearing the brand in everyday settings.

Develop a 360-degree marketing strategy for lululemon to win back US women aged 28-34 in 2025

ASK

PROBLEM

RESEARCH TACTICS

We shopped in Lulu and walked around other competitors stores to interact with the brand directly

We started by observing and wandering in lululemon and their competitors to experience first hand how different they all felt as a shopper. Then, we conducted 1:1 interviews with employees and followed up our interviews with social listening via Reddit to understand why their OG target audience no longer felt connected to the brand

Our group field trip to the local lululemon!

INSIGHT

Women feel they have to fit into an identity CREATED by society, instead of society allowing them to be who they really are.

Outdated dress codes force women into a box, making clothes feel more like rules than personal choices. This led us to our insight that many women feel like they have to fit into a mold created by society, instead of being able to express who they truly are.

STRATEGY

Breaking these societal norms sparks social progress by challenging outdated beliefs and creating space for important conversations about these norms.

SOLUTION

Not a lululemon advertising campaign but a movement…

A movement encouraging women to push away from outdated norms and embrace a style that is comfortable, versatile, empowering, and uniquely hers—because fashion should adapt to her, not the other way around.

Social Activation

Out of Homes

Cultural Activations

To fully disrupt a code, you have to be able to find places in culture where rules are enforced and break them all. Our team decided to go after three big places where women have to dress a certain way. We disrupted weddings, sports and entertainment standards to drive this point home even more.

UNDRESS THE DRESS

One of the most powerful cultural norms is that women are expected to wear a dress on their wedding day.

We’re challenging this by offering to pay for a couple’s wedding if the bride agrees to wear lululemon, giving her the chance to feel comfortable from the ceremony to the reception.

To undress the LPGA’s restrictive dress code, we’re partnering with Nelly Korda.

Nelly will compete in leggings during the U.S. Women’s Open.

When she gets a fine, lululemon will stand with her and all women who face unfair sports dress codes.

UNDRESS THE GREEN

UNDRESS THE

RED CARPET

Dressing too casually on the Red Carpet is still a taboo. So we’re having Cynthia Erivo will show up to the premiere of Wicked: For Good on November 21 in an all-green lululemon outfit to prove that we’re unafraid to challenge the code on culture’s biggest stages.

We have street artists portraying pop icons at Times Square, challenging old dress codes and inspiring women to break the norm in a fun and engaging way.

Team Members

Hoang Ho (CW)

Nate Sisack (CW)

Monica Bains (AD)

Mahek Asher (AD)

Juel Downing (XD)

Taryn Spencer (ST)

My Role

Strategic Storytelling

1:1 Qualitative Interviews

Brand and Competition Audit

Social Listening (Reddit)

Brief Writing