A custom cross-fit offering where customers can enter the store and get personally customized training wear to fit all of their sports.
3. Opportunity: Which pillar of well-being, and which aspect of that particular pillar, are being addressed by the idea? In what way does it influence a pillar? What type of individual and community would benefit from the idea?
Body - flexibility, fit and community. The customer may participate in 1-5 different activities, some in the same day, but can never co-ordinate their wardrobe to match. Through custom fit and tailored options, offer technical solutions to the individual. A tailored offer, that fits the customer's body, not a fit model's and one which is shaped to fit all of their activities. Individuality creates inclusivity. The inclusion of several store feature's to support this.
4. Innovation: Why is your idea unique, novel, and/or impactful? What will the future look like if we’re successful in bringing your idea to life? How does the proposed solution differ from existing solutions addressing human well-being?
Technical clothing is typically useful for only some workouts and people. With gaps in the market for the 35+ athlete, those with a disability, who may have specific needs which, are not catered for by the high-street, the gym-goer who still in 2020 can't get heat molded shoe support, all need one place. To create a community, you have to look to each person in it and make them count. When you offer technical, hypo-allergenic, altered fit, customized solutions, then everyone can participate.
5. Action Plan: Please justify and briefly describe the major steps needed to make this idea a reality. Does the technology and understanding exist now? Is it likely to exist in the next 3-5 years?
A 'You' lab where your fitness levels aren't being tested but the fit, suitability and sustainability of the products are.
The lab would be a conceptual space throughout the store, rather than one physical space within it. Several different physical features and spaces would support the overall concept in-store, with a focus on product development.
An introduction of tailoring specialists in-store, this will ensure alterations and the perfect fit once a product arrives.
Fitting labs for shoes, so that shoes can be shaped for individual support. Physically the fitting labs would be like fitting rooms. Upon entering each one, you would have the equipment, a sofa and a 360 floor mirror. The shoe lab would have different terrain strips for the customer to test the shoe for comfort, fit and usability. The shoe labs would be individual, so that customers felt that they could spend time, testing and wearing their new custom-fit shoes without being out in the main store area.
Computers with software, located in the main store area with an accessories rack. The computer's software allows and advises on technical fabric solutions for all of the consumer's fitness needs. Can they design one top that will offer the breathability to run with wrist support for gymnastics or a boxing session built into the sleeve? The combinations of fabrics, clothing and accessories are designed online. Can the customer get a shoe, that holds both in the gym and has add on spikes they can then use later to transform the shoe, to make it suitable for a sport such as golf? An introduction of an accessory range that can build into exisiting Lululemon wardrobes, which transforms products and makes them work for the individual. Physical accessories and demonstrations can be available in-store so that customers can test mixing and matching products and add-ons before creating their own combinations, via the online ordering system.
Support- Can an order system be created for women's under-garment products specifically? It has been proven that ill-supported underwear can contribute to both the shape and long-term health of women's breasts. Instead of offering a range of products, can Lululemon make the support bra for individual bodies and have fitting specialists available for booking? A huge concern across the market for women with ill-fitting, none supporting bra ranges which, are known to contribute as risk- factors for breast cancer needs a solution. By supporting women with custom-fit and custom support underwear, LuluLemon can ensure customer well-being, support the community and offer a training bra beyond any other brand offering.
Dynamy - The inclusive and custom product range offers flex fitness clothing for those with disabilities. In flagships, a dynamy court could promote fitness activities, hold guest speaker events and create the space for consumers to product test before purchase.
Expectation- Styles that can flex up for expectant mothers and can be loosened or tightened throughout term, this could be introduced as a range drop and have its own racks. in Flagships a specific department with video screen walls and staff with specific maternity and fitness knowledge can be available to offer advice and pick out suitable fitness products.
Transparency - Live garment testing delivered through in-store experience, the consumer can wash, mix solutions with fabrics, stand, jump, tear and throw mud at proto-types, to see how they stand-up to expectations - this could be a wall with several counters.
Live Garment Journey - Before pressing order, the customer can see the journey of garment production and decide whether it's production meets values. They can select which factory their garment is created in, with a menu of pricing offers to suit their individual need. This tears down barriers of pricing strategies for the brand and lets the consumer decide on a price that works for them - this would be integrated into software but there would also a visual video demonstration, physically on the store wall as well.
If Lulu Lemon can increase flexibility and lose conformity then there's going to be increased transactional, mindful and engaged interaction with the brand.
The 'You' design allows customers to create their own future so that both LuluLemon and the consumer can build products and customer experience that will outlast the next 3-5 years and instead, look toward a lifetime. The store features support the values of 'You,' by making the space accessible to all, yet creating a personalized customer journey.