lululemon was a fledgling retail chain that had spread solely through word of mouth. Wishing to take their brand farther without losing their core image, we created the lululemon lovers app as a way for brand evangelists to unite and take their store away from home. From basic features such as store locators and clothing galleries to more complex areas for personal goals, the lululemon lovers app would your store in your pocket.

1. copyright 2010 mccann erickson
proprietary and confiden6al

2. Deepen the relationship with existing lululemon lovers
• spread the mission, share the lifestyle, educate and entertain,
and celebrate the apparel
Activate new hives
• unleash the lululemon chromosome, convert new lovers and
grow the tribe
copyright 2010 mccann erickson
proprietary and confiden6al

3. Get Running / RunKeeper
Pret‐a‐Yoga / Yoga Stretch / Yoga Trainer Pro
North Face Snow Report
Utility
NikeWomen Training Club
Yoga Journal iPrac9ce
Women’s Health Hot Body Yoga
Community copyright 2010 mccann erickson
proprietary and confiden6al

4. copyright 2010 mccann erickson
proprietary and confiden6al

5. copyright 2010 mccann erickson
proprietary and confiden6al

6. copyright 2010 mccann erickson
proprietary and confiden6al

7. Welcome Home lululemon lovers!
Automatic geotagging customizes the home screen
for each lululemon lover and displays their local
weather conditions.
copyright 2010 mccann erickson
proprietary and confiden6al

8. Looks We Love!
 App suggests appropriate workout gear based on the local
forecast, gender, and desired activity of each lululemon
lover.
 Loot and other featured items are also showcased for the
upcoming season, which are linked back to the home site,
with the option/incentive to purchase.
copyright 2010 mccann erickson
proprietary and confiden6al

9. The Core Store
Using GPS, lululemon lovers are able to identify a home
store and access all info about that store from their
mobile device.
 Look up in-store classes, events and news feed,
then….
seamlessly integrate it with mobile calendar
so you can plan your fitness week
tweet intended classes
and invite friends via facebook
 Locate running trails and classes of interest in the
area, with reviews from other lululemon lovers
yoga studios
running trails
copyright 2010 mccann erickson
proprietary and confiden6al

10. myPractice
For when the tribe travels… lululemon lovers can
quickly access:
 list of top yoga poses with instructional videos
 monthly video podcasts from Core Store’s yoga
class
 yogi master video of the month
 stream lululemon playlists based on intended
activity level
copyright 2010 mccann erickson
proprietary and confiden6al

11. The Goaltender
 lululemon lovers are able to post daily goals to
facebook & twitter with the hashtag “#lululemon”
 app can pull in a live feed of all tweets with the
hashtag to visualize what other lululemon
lovers are aiming for today
copyright 2010 mccann erickson
proprietary and confiden6al

12. Daily Love!
 Daily words of wisdom & inspiration
 Daily & monthly challenges are sent to each
lululemon lover’s mobile via push notifications
 lululemon lovers can take photos of themselves
completing the daily challenge, then submit via
mobile to lululemon’s Flickr
copyright 2010 mccann erickson
proprietary and confiden6al

13. Share Karma!
 lululemon lovers earn karmaPoints by sharing app,
bringing new friends to class, participation in
daily challenges and posting goals
 all points are monetized into donations for each
Core Store’s charities
copyright 2010 mccann erickson
proprietary and confiden6al

14. copyright 2010 mccann erickson
proprietary and confiden6al