The Brand Book was made for the opening of the Roppongi flapship store in Tokyo, Japan. It was not just a look book, but to also educate guests about the brand and products that lululemon has to offer.
To create a more personalised read for guests who are not familar with the brand and its products.
To keep those guests who are not familar with the brand and it products informed with some fun and productive content.
To create a more personlised read for the guests and educators, the brand book was designed to allow them to look back to it as a guide for life inspirations or for OOTD (Outfit of the Day).
There are still many people who are not familar with lululemon and their products. Or they simply don't see the difference of the brand from their competitors.
So on top of just creating the usual content for a brand book for the three pillars of the brand through INSPIRE, EDUCATE and CONNECT, I worked closely with the local team, and added some additional personalised details like:
Having tools where guests can use for every day, such as a day full of breathing meditations and a healthy habit tracker
2. PANTS GUIDE
As a guide when choosing which pants to wear for different occasions
3. WELL-BEING TIPS
Some well-being tips from the local ambassador to motivate guests to live well
4. INFOGRAPHIC ON THE BRAND
An infographic round-up information of the brand and its communities
5. SCIENCE OF FEEL
The middle section has a 4-page spread which talks about "Science of Feel" and which pants will work for the guests along with some product and fabric facts
6. STYLE RECOMMENDATIONS
Style recommendations from the local educators at the stores in Japan, as they have great community relationships, so it would make sense for them to give personalised product recommendations
People in Japan are into yoga, and so it will be great for the locals to think of the brand when they do yoga. So a yoga feature session was also added
For the development of how to guide guests to choose a lululemon pant. I have done some interviews with people who have received the family and friends card from me for shopping on discount items at the lululemon stores, and to use an empathy map to get some insights.
From the mapping, the pains for the people who I have interviewed with, they are mainly concerned about the cost and don't know which products suit them. The gains for the people are that there are many quality product selections that are suiting for their life requirements.
People are also generally open to try out the products, but since they don't know the lululemon products well and would like to ask me for recommendations.
The middle section of the brand book has a fun thinking yes/no diagram for the guest to find which pair of pants are perfect for them. The guests can find out which pant work for yoga, and what works for commute or for training. This will keep the guests informed that lululemon is a brand that can cover for all-day comforts. This will also help to solve the issue of not knowing which lululemon product suits them.
Overrall, the brand book is not just a look book but also the guests are more informed on the brand and its products, and the fun thinking sessions have made the reading more personalised.
Some tools were asked to be used in some new store openings in Hong Kong.