LULULEMON
Lululemon (EMEA) hired me as the first Curator in Europe to create experiences to diversify their community.
Left to my own devices, we created a community strategy that featured astrologers, sex educators, re-wilders, postive-impact entrepreneurs, psychologists, and plant-based chefs.
Experiential Curator*
like a retail Robin Hood
•
like a retail Robin Hood •
What was my highlight?
Of all the events we pulled off, hands down the Jackets + Outwear Day Retreat was my favourite.
The brief was to create an event to launch the Feel At One campaign for their Winter Collection. Laura Childs and I made up the Community Team at the European Flagship store and we thought: why not invite 30 of the coolest positive-impact influencers in London to a wilderness day retreat?
Whether they were a Plant-Powered Doctor from The Rich Roll Podcast or a supermodel turned co-founder of an all-female and non-binary creative agency called Female Narratives – we gathered them. Like two shepherds rounding up the most interesting and eclectic sheep for a day in British pastures.
Laura sourced Elmley Nature Reserve and I brainstormed with the wonderful David Kam. David is a queer, Malaysian creative who plays with the intersections between movement, community, and well-being. He facilitated a day of connection, embrace, vulnerability, and expansion. Leaving every attendee inspired, befriended, and ruminating.
What was I hired to do?
My role was to create events and partnerships that redefined the brand from being a technical athletic apparel company into a lifestyle brand. Lululemon was to become the facilitator of opportunities for personal growth and the celebration of collective diversity.
I was the vision-holder and implementor of Lululemon’s new community strategy which focused on team inclusion and new guest acquisition through the piloting of new collaborations and events.
The Curator role existed in Canada and the USA, however, my role was the first of its kind in Europe.
WHAT DID WE ACHIEVE?
We grew Lululemon’s community, transformed the team and increased revenue
-
Full Ambassador Pipeline
Through countless collaborations and aligned relationship building, we head-hunted a full new pipeline of social-impact ambassadors for all of London.
enabled all stores across the region to hit a KPI of 25% culture ambassadors for future onboarding
-
Personal + Team Development
My personal triumph in this role was how the leadership team of Regent Street transformed. 20 conflict-avoidant individuals became comfortable discussing the following:
personal shadows, anti-racism, leadership privilege, and the implicit bias behind our performance evaluation framework
-
Increased New Guest Acquisition
Through the piloting of unexpected collaborations and events, our new guest attendance and new guest acquisition increased on a store level:
guest attendance up by 28% and new guest acquisition by 57% (Q3 2018 vs. Q3 2019)
EVENT
RECAP
It was truly a corker of a year. Here’s a list of the highlights:
Summer Streets with Psycle, Barry’s, and Graffik Studio
Wellness workshops: breathwork, astrology, vortex energy healing, herbalism, holistic nutrition, yoga nidra, and candle-lit meditation
Breast Cancer Day Retreat
Block Party series: live jazz, life drawing + vino, poetry slam
LNY Rat Race with the London Chinese Community Centre
Sofar Sounds Concert
International Women’s Day
Book launches: Let That Sh*t Go, Man Down, Lunar Living
“Justine is a dynamic thinker and doer with original ideas who is super fun to work with! I've worked with Justine on events at Lululemon in London and became friends with her instantly. She has a playful creative flair, a positive attitude, and a gift for bringing together community.”
Mira Manek, Founder of Chai by Mira
Author, Integrated Health Practitioner: Ayurveda, Breathwork, Happiness
