INTRODUCTION
In this project, when working in Braamfontein and with The Hotel Bannister specifically, I have decided to design the first (South) African store for fitness brand, Lululemon Athletica. In this report I will discuss the brand briefly, analyse precedents, report on first- and second order meaning (with reference to my findings from the precedent studies) and list criteria necessary to design a successful store for this brand and typology.
DATA COLLECTON AND METHODS
The data collection in this report was obtained from various sources; websites for the brand, architectural websites, written articles, reports etc. I obtained the data in a strategic manner in order not to make design decisions or pre-judgements before having a broad …show more content…
They are a yoga-inspired retail company selling functional and practical athletic apparel to mostly women (Ralph Forgeon, 2014).
INHABITANT
Lululemon employees are referred to as "educators," strategically positioned to ensure a personal connection with each guest is developed. The educators go through extensive in-house training at the start of their employment.
The inhabitants include employees, yoga instructors (evening programme) and users. Lululemon stores tend to involve the community as much as possible. They have community boards present which enable users to be aware of health- or fitness-related events occurring in the surrounding area (fig 13).
INTANGIBLE ASPECTS
The brand sells more than just workout clothes and gear. Their brand encourages loyalty by using ‘grassroots marketing’, creating loyalty among communities and specifically their customers (Chris Carrello, 2009). Beyond selling merchandise, they create an invitation to an idealised and desired healthy lifestyle through building networks within communities with local yoga and fitness instructors, sponsoring and hosting events, posting in-store community boards and appointing local ambassadors within the fitness industry to wear and use their merchandise. …show more content…
Lululemon stores have been promoted as health resource/education centers in addition to a retail company (Lululemon Athletica, 2015).
They add ‘sass’ to the conventional idea of advertising (e.g. “Say no to camel toe” – fig 14). They sometimes have challenges at new store openings where the first few naked customers will receive free Lululemon apparel to dress themselves with.
IMAGE
Lululemon’s image (identity) and their portrayal thereof do not always correlate entirely. When comparing their identity and their portrayal thereof, we can look at Fig 15 and 16 as examples. They portray themselves quite harshly; as a normal sport brand (fig 15). Where, in fact, they have a much more subtle, feminine side to their identity (fig 16).
RECOMMENDATIONS
For future designs of Lululemon stores, I would suggest that consideration is given to the ideas of femininity, nature, yoga, tranquillity and health awareness. This can be done in simple ways; using natural materials, softer colours, contextual, relatable forms and materials and looking at specific user
In this project, when working in Braamfontein and with The Hotel Bannister specifically, I have decided to design the first (South) African store for fitness brand, Lululemon Athletica. In this report I will discuss the brand briefly, analyse precedents, report on first- and second order meaning (with reference to my findings from the precedent studies) and list criteria necessary to design a successful store for this brand and typology.
DATA COLLECTON AND METHODS
The data collection in this report was obtained from various sources; websites for the brand, architectural websites, written articles, reports etc. I obtained the data in a strategic manner in order not to make design decisions or pre-judgements before having a broad …show more content…
They are a yoga-inspired retail company selling functional and practical athletic apparel to mostly women (Ralph Forgeon, 2014).
INHABITANT
Lululemon employees are referred to as "educators," strategically positioned to ensure a personal connection with each guest is developed. The educators go through extensive in-house training at the start of their employment.
The inhabitants include employees, yoga instructors (evening programme) and users. Lululemon stores tend to involve the community as much as possible. They have community boards present which enable users to be aware of health- or fitness-related events occurring in the surrounding area (fig 13).
INTANGIBLE ASPECTS
The brand sells more than just workout clothes and gear. Their brand encourages loyalty by using ‘grassroots marketing’, creating loyalty among communities and specifically their customers (Chris Carrello, 2009). Beyond selling merchandise, they create an invitation to an idealised and desired healthy lifestyle through building networks within communities with local yoga and fitness instructors, sponsoring and hosting events, posting in-store community boards and appointing local ambassadors within the fitness industry to wear and use their merchandise. …show more content…
Lululemon stores have been promoted as health resource/education centers in addition to a retail company (Lululemon Athletica, 2015).
They add ‘sass’ to the conventional idea of advertising (e.g. “Say no to camel toe” – fig 14). They sometimes have challenges at new store openings where the first few naked customers will receive free Lululemon apparel to dress themselves with.
IMAGE
Lululemon’s image (identity) and their portrayal thereof do not always correlate entirely. When comparing their identity and their portrayal thereof, we can look at Fig 15 and 16 as examples. They portray themselves quite harshly; as a normal sport brand (fig 15). Where, in fact, they have a much more subtle, feminine side to their identity (fig 16).
RECOMMENDATIONS
For future designs of Lululemon stores, I would suggest that consideration is given to the ideas of femininity, nature, yoga, tranquillity and health awareness. This can be done in simple ways; using natural materials, softer colours, contextual, relatable forms and materials and looking at specific user