These prints represent the first hot-market print strategy for lululemon athletica. The hot market had grown substantially in Australia, and the challenge was working with both an opposite season and a market already saturated with established competitors. The guest in Australia is an active and stylish consumer, with a life that is heavily influenced by the ocean. Her gear has to represent both her active lifestyle, and the unique challenges she faces on an Australian climate.
The Winter 2014 strategy included wow prints to carry the story, a few supportive multi-coloured geo prints to bring in colour, and some textured prints as easy textures that she could easily pair back to her neutrals.
Our original inspiration included the beauty of Australia’s proximity to reefs, the ocean, and beautiful but dangerous fauna. It needed to be very colourful as it was landing in Australia’s high summer, and relevant to the market.
The below print is made of a close-up of butterfly wings but could easily be mistaken for snake skin. The juxtaposition of beauty and danger is often prominent in Australia’s wildlife.