This project focused on revitalizing Lululemon’s Like New program, a resale and circular fashion initiative that lacked visibility in its existing IMC framework. Our team conducted a full audit of Lululemon’s communication channels, identifying a major disconnect between the company’s sustainability goals and how they were communicated across touchpoints. To reposition Like New as a core part of the brand narrative, we proposed an IMC campaign anchored in the slogan: “Rethink. Revive. Rediscover.”

Tactics included influencer-led storytelling on TikTok, in-store resale pop-ups, community yoga swap events, and environmental impact messaging. A KPI framework was developed to track campaign effectiveness, focusing on awareness lift, engagement, conversion, and retention metrics.