lululemon loungewear SHOP
SCENARIO: lululemon set out to showcase its women’s loungewear through a digital expression. With demand rising for soft textures, relaxed styles, and versatile outfitting, the team set out to build a cohesive way to spotlight our core Lounge franchises.
TASK: Create a unified experience that set out to educate guests on fit, fabric, feel, and wear intent across BeCalm, Scuba, Softstreme™, Steady State, and Big Cozy franchises.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Directors: Gabriel Ricioppo, Xavier Encinas
Art Directors: Sayna Fardaraghi, Zach Leung
Copy: Khalea Underwood
Creative Operations & Production: Jacob Windham, Allison Mariner, Cameron Aspinwall, Tedi Tsuruda, and DAY INT.
Casting: Adrienne Sharpe, Nodira Khasanova
Styling: Emma Sousa, Anaïs Terry, Erin Johnson
Digital: Amber Canyon, Jenna Renfrew, Mark McMorrow, Kayla Huffman, Mila Filipovic, Suzanne Stenason, Connor Rashotte
Social: Abby George, Rachel Samson
Product Design & Education: Anna O’Brien, Laura Levine, Juliana Bergstrom, Katie Garnham, Celia Walters
Merchandising: Arielle Dalle, Jasmine Dhaliwal, Isabelle Ramirez Granados
Retail Experience: Julia Berka, Justin Reiter
Brand: Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
Building A Lounge Ecosystem
The approach centered on building a cohesive Lounge Shop destination supported by an integrated marketing plan. A clear digital hub anchored the experience, while Men’s and Women’s landing pages extended discovery. Email, push notifications, and organic social drove traffic and reinforced franchise education, and in-store digital displays connected the physical and online journey. Across every touchpoint, lifestyle storytelling was paired with clear product differentiation to ensure guests could easily explore, understand, and shop the assortment with confidence.
OUTCOME
From Assortment to Destination
The Lounge Shop became a centralized, easy-to-navigate destination that improved product discovery and clarified franchise distinctions. By balancing inspiration with education, the experience strengthened lululemon’s position in lounge, increased guest confidence, and created a scalable foundation to support seasonal updates and future launches—contributing to sustained category growth.
Learn more here.
