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Lululemon Like New

Marketing Research/AD/CD Holly Zeng

Lululemon launched a new program in April 2022, where shoppers can purchase secondhand items online through this program, or earn up to a $25 gift card credit by trading in eligible clothing, both online and in-store.

The goal of the project is to increase awareness among Gen Z and millennial shoppers.

To achieve this, we developed a marketing content strategy that included out-of-home (OOH) advertising, social media videos, and an email campaign, all driven by a process of marketing research, targeting, understanding the consumer journey, and delivering creative executions.

To better understand our target audience, we conducted both qualitative and quantitative research. We used a Google Form questionnaire that generated 62 responses and conducted 6 interviews with Lululemon shoppers. Based on the findings from this research, here are some key insights:

  • Financial gain did not play a major role in Millennials’ decision to donate their pre-loved clothing.
  • Millennials generally do not buy secondhand clothes; instead, they prefer to spend their disposable income on full-price items.
  • Gen Z does own secondhand clothes, and for those who are frequent Lululemon buyers, price is a significant factor in their purchasing decisions.

Through qualitative research, including interviews with 3 Gen Z and 3 Millennial shoppers, we uncovered the following key insights:

For Gen Z:

  • They’re less motivated to participate due to the low gift card credit.
  • They view online secondhand stores as lacking credibility.
  • Affordability is a higher priority than sustainability.

For Millennials:

  • They donate clothes to simplify their lifestyle, not for financial gain.
  • They prefer vintage or jewelry over secondhand sports apparel.
  • Sustainability is important to them.

Compared to Millennials, who are more likely to donate clothes, Gen Z is more inclined to participate in the Like New program as buyers. Therefore, Gen Z will be our primary target audience, with Millennials as the secondary target. We’ve created consumer personas and mapped out the consumer journey for each group, with the key message “Sustainable Style, Sensible Spending” to align with their lifestyles and needs.

Our content strategy will highlight affordability and the positive impact of contributing to the world for Gen Z buyers, while also emphasizing the joy of giving pre-loved clothes a new home.

The executions include out-of-home (OOH) advertising for awareness, social media video ads for the consideration stage, and an email campaign to encourage action and drive conversions. 

Instead of offering up to a $25 gift card credit for trading in clothes, we’re considering offering the option of either a gift card or a Lululemon eco-friendly shipping bag. This may be more appealing, as Millennials tend not to donate for financial gain, but rather for environmental or lifestyle reasons.

Additionally, for Gen Z buyers who value experience, a Lululemon AI specialist can help curate the best apparel for them. Simply upload a photo of yourself on the Lululemon Like New website and see how the clothes will look on you—all from the comfort of your home.