LULULEMON
Wellness — 2025, TOKYO, JAPAN
lululemon partnered with Studio Beyond to conduct a deep dive into the evolving loungewear category, with a focus on how comfort-led apparel is being redefined across global cities. The objective was to uncover cultural behaviors, unmet needs, and product opportunities—particularly how consumers adapt comfort wear for both in-home and publicly appropriate contexts. Tokyo was a priority market due to its distinct cultural codes around polish, modesty, and everyday presentation. I was engaged as Tokyo-based Research Partner and Cultural Strategist, responsible for leading on-the-ground research and translating local consumer behavior into actionable insights for a global product and strategy team.
Services
Culture development and capability
Building brand and strategic briefing methodology
Team workshop design and facilitation
Interventions
I acted as a cultural bridge between Japanese consumers and lululemon’s global stakeholders—capturing nuance, subtext, and real-world behavior that would not surface through desk research or translated studies alone
Led in-market qualitative research in Paris and Tokyo
Facilitated consumer triads exploring comfort, silhouettes, styling, and daily rituals
Conducted 1:1 ambassador interviews in real-life lounge and active settings
Executed ethnographic market observations across key urban environments
Led fabric feel tests and prototype feedback sessions
Collected post-session in-home wear testing feedback via voice notes and imagery
Synthesized findings into market-specific insights, patterns, and cultural nuances
Identified key unmet needs across fit, fabric, function, and styling
Contributed strategic recommendations to inform global product and lifestyle direction.