Lululemon Initiative: Going Green with Red

The Going Green with Red by Lululemon campaign was ideated through secondary research and analysis, as well as interviews and focus groups. Our solution is one that is based on a revamping of the current app with three new features. These features are based off our points of intervention and will focus on providing education and transparency to the consumer to prompt sustainable behavior change on both ends.

The current model operates with three points of loss: returns, donations, and end-of-life.

The new model being proposed attacks each of these points of loss to ensure that every garment can be used to its fullest potential and customers are more satisfied.

Interventions

Each of these interventions will be made available to consumers on the already existing Lululemon app. They will not only allow for the company to shift its behaviors towards sustainability, but bring their loyal customers along for the journey. The campaign, labeled Going Green With Red, references the iconic Lululemon red and their current push to be more sustainable.

Online Fitting-Room

Intervention One

The goal of the virtual-try on program is to reduce returns, utilize new technology, and reduce sizing issues. The online fitting room feature is an online and app based feature which allows users to upload photos and take videos of themselves to get accurate measurements, size recommendations, and the ability to see what the product looks like on them from the comfort of their home. It also acts in collaboration with lululemon's Mirror, which is a physical mirror that allows users to work out directly from their home. The mirror could be programmed to allow an at-home try on of products as well.

Certified Marketplace

Intervention 2

The goal of the take-back marketplace is to prevent clothing disposal and promote circular thinking. The Lululemon online marketplace would operate in a similar way to comparable second-hand marketplaces like Poshmark or threadUp. Customers would be able to both buy and sell their used Lululemon goods, but with one distinction: they could also send in their damaged goods. Lululemon would provide repairs and a guaranteed refurbished certificate to ensure every good bought on the marketplace was fully clean and in near new condition, the biggest concerns for those we talked to in our focus group.

Online and In-Store Repair Workshops

Intervention 3

The goal of the workshops is to educate consumers and promote repairs to strengthen life of clothing. The Online and In-Store workshops provided by Going Green with Red would give consumers a choice between learning up sustainability and repairs from the comfort of their home, or instead coming into the store for a hand-on experience. Both of these initiatives would be centered around teaching customers how to repair their Lululemon apparel themselves, allowing consumers to gain the skills necessary to make behavior change possible.

Alongside the repairs, there would also be a variety of sustainability based videos and workshops on the app, which would allow the customer to gain points through this gamified educational reward program. This would allow for the initiative to continue growing and expanding, while also incentivizing the customer to not only take part, but stick around.

Research and Ideation

Through studying Lululemon’s supply chain, sustainability goals, initiatives, and product life-spans, we conducted analysis, ideated customer personas, and started developing our primary research goals.
Through a survey, consumer in-depth interviews, and a focus group, we conducting first-hand research of current sustainability standing that consumers have and what they value most in a brand. From there, we analyzed and synthesized our data and developed insights.
With use of our synthesized data, we chose competitors to study and started turning our insights into opportunities, which led us to our final solution, Going Green With Red.