The downward trend for Lululemon’s sales and reputation seemed to stall with its announcement of a line of pants tailored to the male anatomy. The yoga and activewear brand is likely considering additional strategies for reviving its business, and it just might find answers in case studies by students from Savannah College of Art and Design. Challenged by the Young Menswear Association to develop a new product or marketing tactic to help Lululemon regain its footing, these aspiring leaders of the fashion industry each won $5,000 YMA Fashion Scholarships for their ingenuity. Here are the consumers they believe Lululemon should target next.
The style conscious
Jessica Ferreira’s (B.F.A., fashion) solution is to tap the talent of emerging American designers to revive the struggling brand. In her plan, Lululemon partners with the Council of Fashion Designers of America to select designers who can bring luxury to the high-performance athletic gear, thereby attracting a new base of trend-savvy customers. For example, Jessica recommends the designers behind Proenza Schouler, who are known for their prints. Her sketches illustrate how graphic leaf prints could infuse a Lululemon capsule collection with overtones of Zen and nature.
The plus-sized
Annalise Lao (B.F.A., fashion) created ELEVATE, a high-end, exclusive division of Lululemon, to be offered in sizes four to 24. ELEVATE would integrate plus sizes into a regular line, with clothes designed to flatter the body using high energy prints and cuts that resonate with an urban customer base. In an attempt to reach the global traveler and the growing Asian market, ELEVATE would debut in American Airlines lounges across the United States and with its affiliates Cathay Pacific, Malaysia Airlines and Quantas.
The young
Lindsay Cousins (B.F.A., fashion) chose to target new blood. Her brand extension for Lululemon, Urban Spirit, would appeal to a younger customer base. She designed a collection of yoga garments for this modern customer that would be functional for athletes of all kinds and incorporate performance enhancing materials.
The millenial male
Lulu Warrior is Daniela McIntire’s (B.F.A., fashion marketing and management) answer to the question: "How can Lululemon take a bite out of the big dogs Nike and Adidas?" The menswear concept is geared toward the male customer, ages 18 to 35, who enjoys rock climbing in Norway, zip lining in the Puerto Rican rain forest, and skateboarding in Santa Monica, California. A partnership with retailers like Patagonia and REI would further enable Lululemon to capture these discerning and adventurous sports enthusiasts.
The swimmer
Shaina Levin (B.F.A., fashion marketing and management) noticed that Lululemon was ‘landlocked’ in its approach to personal fitness. To build on the brand’s commitment to the well being of its loyal followers, and recognize the many activities that encompass the lifestyles of modern women, she developed Amphibian. Her collection of exclusive swimwear revolves around a concern for sustainability and the values of the Lululemon brand.
The environmentalist
Nikolas Hakanson (B.F.A., fashion marketing and management) created the Green collection, incorporating sustainability into all aspects of the activewear. From fabrics to styling, and production across the supply chain, this concept would allow Lululemon to position itself as a leader in sustainability.
The androgynous
S / He by Vicky Ma (B.F.A., fashion and fashion marketing and management) incorporates unisex styling and versatile fabrics as a way to tap the trend toward androgyny, while also empowering Lululemon to expand their current level of business with men.
If a lack of inclusivity bedeviled Lululemon in the past then, taken together, these fresh ideas should have the brand covered.
Hero image courtesy of Neil Hieatt (M.A., advertising, 2011).
