Lululemon: Integrated Marketing Strategy for Like New
ABOUT
This project examines Lululemon’s "Like New" resale program, which encourages sustainability by allowing customers to trade in and purchase secondhand Lululemon gear. Despite its potential, low awareness and engagement have limited the program’s success. Our team conducted an Integrated Marketing Communications (IMC) analysis to develop a strategy that increases visibility, drives participation, and reinforces Lululemon’s commitment to circular fashion.
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Our research revealed that while many consumers are unaware of "Like New," those who know about it love it. Additionally, sustainability-conscious shoppers, particularly Gen Z and Millennials, represent a key growth segment. Competitors such as Patagonia and Athleta have successfully positioned their resale programs, providing benchmarks for Lululemon to enhance its strategy.
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Based on these insights, we proposed an omnichannel IMC strategy, including the "Built to Last" campaign, which leverages SEO, influencer partnerships, targeted digital advertising, and in-store activations to boost awareness. We also recommended email marketing, social media engagement, and experiential trade-in events to drive participation and reinforce sustainability messaging.
This project highlights the power of strategic marketing communications in bridging the gap between premium branding and eco-conscious consumer demand, ultimately strengthening Lululemon’s customer loyalty while expanding the impact of "Like New."