lululemon: Make More of Your Days Off
Summary:
Ask // How can lululemon create healthier communities through its store locations?
Healthier Communities HeroX Challenge Submission
Problem // Athletic apparel retailers are constantly sending the message of pushing yourself a little harder each time you work out.
Insight // Individuals feel guilty about taking a rest day.
Strategy // You have to make more of your days off to make the most of your days on.
Solution // Balance by lululemon - a space dedicated to an often overlooked aspect of fitness: rest.
What I did:
Research // on the brand, category, in-store offerings
New category development // understood the opportunity for lululemon to expand retail presence
Size of market development // for who exercises regularly and would use this space
Current Situation:
lululemon wants to expand the concept of what a store is by going beyond the products, ensuring that individuals leave stores feeling enriched and better than they were when they arrived.
Who we are up against:
Athletic apparel retailers are constantly sending the message of pushing yourself a little harder each time you work out. Disrupt the industry by leaning into a whitespace that no other brand occupies - the concept of rest and recovery.
Key Finding:
Rest and recovery are important aspects for reaching one’s full potential; however, people feel they need permission to take a rest day. Individuals feel guilty about taking a rest day.
Strategy:
Make more of your days off to make the most of your days on.
balance by lululemon
balance by lululemon is a space dedicated to an often overlooked aspect of fitness: rest. The space incorporates both passive and active methods of recovery to help address the needs of a wide range of guests. Together, we will change the perception of rest and educate communities on the role rest plays in becoming the best version of yourself.
Fuel Space
Refueling with the proper vitamins and nutrients is a crucial element to recovery.
Movement Zone
Grab a mat and some headphones and do a self-guided meditation. .
Retail Capsule
On-site educators can help you find the best product for your recovery goals.
App Integration
A new section in the lululemon app will help users make the most out of their recovery days with specialized rest guides, events at their local balance by lululemon location, and rewards to keep them coming back.
Rest Guides
Rest guides are tailored to fit users needs based on their level of activity and types of workouts. Rest guides provide a structured routine to help maximize your rest days. Videos are available to demonstrate each movement and stretch.
The Amazing Team // Nick DeLeon - Strategist, Alana Loveys - Creative Brand Manager, Ynes Bouck - Experience Designer, Connor Noh - Copywriter, Emmaline Terry - Art Director