'But in the 2010s, a cohort of entrepreneurs from outside of the industry hypothesised that collecting the right data, and crunching the numbers the right way, could take the guesswork out of design.' (Sherman, 2021)

'I am here to be unashamedly, unapologetically & authentically me'

'Use our brand and our voice to advocate for change'

• Inclusion, Diversity, Equity, and Action
• Support employees through with opportunities
• Support the wellbeing of the people who make their product

• Provide tool and support mental, physical, and social wellbeing.

• Makiing sure their products and actions avoid environmental harm and contribute to restoring a healthy planet
• Innovate sustainable materials.
• Create circularity through new guest models.
• Act on climate change and renewable energy.
• Use less water and better chemistry
•  Make waste obsolete

• Personal responsibility, entrepreneurship, honesty, courage, connection, fun, and inclusion.

• 95% of posts are of women aged 20-40 years, mainly Caucasian. 
• Doing a physical activity e.g walking, yoga poses.
• Posting a workout for people to follow and tagging LLL
• 97% of images are of people in very good shape
• A number of mums with buggy's or pregnant women

• 90% of the images that include people are women e.g. out of the first 69 images, 10 were of men
• Variety of ethnicity's
• Age range of people shown are approx 25-50 years, majority being nearer 30 years.
• Varying shapes and sizes of people shown in images, majority are in good shape
• Lifestyle images of people doing varying physical activities
• Scenic images of London/UK
• Some images of cute puppies/kittens
• Inspirational quotes, posts on activism and inclusivity

• Over 1500 instagrammers /influencers either in the fitness industry or fitness enthusiasts.
• Aged approx 20-40 years
• Fairly diverse ethnicity's but majority Caucasian 
• Seems to be 50/50 men and women

• The current target market is men and women in the upper middle class between the ages of 18 and 35 with a fitness mindset
•  Many consumers are currently located near metropolitan cities
•  Secondary locations that Lululemon puts focus on is upscale suburban communities
• Their consumers occupations are all very different and come together to share the same love and passion for fitness 
•  A characteristic of millennials is that they have been found to be more materialistic when it comes to buying products. Targeting this range of people Lululemon is targeting people who are drawn to high quality products with a larger price tag from a brand name. 
•  Lululemon targets people who are both busy in their work life and personal life who still strive to make time for fitness and a healthy living lifestyle 
•  Lululemon targets people are further inspired by community and the sense it brings to them supported by the lifestyle Lululemon strives to create.
•  With owning Lululemon products consumers are also able to show to society their level of wealth  
• Principal competitors, Nike, Adidas, Under Armour, Zella, Athleta

'We’re also committed to evolving elastane—an important component in our stretch product—toward renewable sources.'

Over the pandemic, Boohoo and Asos boomed with their digital first models and savvy marketing tactics well placed to capture the wallets of shoppers stuck at home. 
(O'Connor, 2021)

Contemporary womenswear brands: Banana Republic and Athleta look to calming, restorative colours as similar brands rethink workwear in 2021. (WGSN, 2021)

'Athleta updates its activewear range in softly textured rib fabrics, micro cheetah prints and tonal space dyes in restorative colours.' (WGSN, 2021)

 I wanted the collection to be very versatile, where you can put a blazer over the sports bra or coat over the sweatsuit (Harpers Bazaar, 2021) 

• Flexibile work from home lifestyle/business casual but comfort driven
• Roomy silhouettes and soft neutral palette
• Trouser designed for hybrid wear - office appropriate pattern but pull-on waistband

• Continuation of the at-home fitness boom
• Activewear interwoven into emerging hybrid lifestyles
• 'Slounge' and 'Future Commuter'
• Matching sets to upsell separates
• Consumers want a head to toe look
• Eye catching colour or print
• Key items: premium legging, knit top, sports bra, sweatshirt, tapered jogger

• Neutrals
• The cardigan
• The any occasion dress
• The staple black dress
• Summer blues
• The midi skirt

• Headline
• Campaign images / lifestyle images / e-comm model shots / bestselling products 
• Curated to match the tag line 
• Call to action to shop the collection 

• Inserted the base images.

• Innovative and fun brand
• Fitness orientated female customers
• Strong omni-channel presence in North America 
• Still have guests shopping in-store and online

• People aged 25-29 years and 30-34 years are among the few groups that make up the highest number in the population (Millennial generation).
• The proportion of the entire UK population is currently 50.60% female and will stay the majority gender until at least 2026 (50.51%). (GlobalData, 2021)

• Created neon logo signs on the walls and store front.
• Inserting various images for the digital screens.

• Inserted window lettering and trying to create a glass effect for window
• Removed shapes that didn't work

• Trying to create a suitable reflection on the glass without compromising the display behind

• Adjusted the window reflection
• Replaced the digital screen imagery
• Corrected drop shadows

This is a place where millennials and Gen Z diverge. Whereas a millennial is looking more for that kind of showcaser status—“Look at me wearing this brand item”—a Gen Z is looking more for this item that shows that they’re different, they’re unique. (06:12:00)