SCIENCE OF FEEL
ROLE: CONCEPT DEVELOPER
BRIEF: DISRUPT THE INDUSTRY-STANDARD DESIGN PROCESS IN A UNIQUELY LULULEMON-WAY.
SUMMARY: AS CONCEPT DEVELOPER WITHIN LULULEMON’S WHITESPACE ORGANIZATION, I WAS PART OF A SMALL, FORWARD-THINKING TEAM TASKED WITH REINVENTING THE INDUSTRY’S APPROACH TO PRODUCT CREATION. TOGETHER, WE PIONEERED A FEEL-FIRST DESIGN STRATEGY—UNCOVERING THE SENSES THAT DRIVE PERCEPTION (AND PURCHASING) - UNLIKE CATEGORY BRAND POSITIONING. THIS LED TO A NEW VALUE PROPOSITION BUILT ON MATERIAL INNOVATION AND VERTICALLY-INTEGRATED DEVELOPMENT—DELIVERING UNPRECEDENTED SENSORY EXPERIENCES EXCLUSIVE TO LULULEMON.​
IMPACT:
- NOW THE STANDARD DESIGN PROCESS UTILIZED ACROSS LULULEMON.
- LED TO THE CREATION OF SEVERAL BRAND FRANCHISES INCLUDING THE MULTI-BILLION DOLLAR ALIGN FRANCHISE (A NAKED SENSATION).
- CATALYST FOR 'FEEL' BRAND CAMPAIGNS.
