The Research Process

Research methods used: 
  • Store visit
  • Secondary research
  • Competitive audit
Research process: 
Tasked with improving the wellbeing of lululemon customers through the in-store experience, we took a trip to the local store to see what they're doing now. Wellbeing is at the core of what lululemon does. They hold yoga classes in the stores, partner with community fitness ambassadors, and treat employees to perks like massages and goal-setting workshops.
We came to realize that there's not much that lululemon isn't already doing to improve wellbeing. We needed to find a whitespace that lululemon wasn't already in. 
When looking at what lululemon and their competitors are focusing on, we realized that all of the emphasis is on working harder and pushing further. That's outdated thinking that only leads to burnout and injury. If lululemon wants to positively impact the body, mind, and community, then the biggest area of opportunity lies in rest and recovery. 
Recovery is something that often gets ignored. Athletes of all levels feel guilty about letting off the gas and taking time to let the body heal. However, adding active and passive forms of recovery into a fitness routine actually leads to improved performance and a lower risk of injury.

Brand Experience

Active recovery: 
  • Foam rolling
  • Yoga
  • Light resistance training
Passive recovery: 
  • Meditation
  • Massage therapy
  • Sleep
Lululemon's mission is to empower people to reach their full potential. By creating a balance between hard work and recovery, Lululemon can better assist customers in maximizing their potential and wellbeing.