MA Projects

Developed LuluPerks, an exclusive loyalty scheme for the Chinese market, complementing Lululemon’s Sweat Collective. Proposed stamp rewards, event participation, and community-driven digital engagement, using the RACE model to strengthen brand resonance, deepen customer loyalty, and secure Lululemon’s leadership in China’s premium athleisure industry.

Analysed Golden Goose’s brand strategy in China, examining Gen Z preferences and expectations. Conducted interviews and applied brand equity frameworks to propose innovative digital storytelling and engagement strategies that strengthen emotional connection, enhance loyalty, and reinforce positioning in the competitive luxury trainer market.

Recommended Alo Yoga invest in a smart mirror integrating AI coaching, influencer-led sessions, and social features. This initiative enhances interactivity, motivation, and accountability whilst reinforcing Alo’s influencer culture. It builds community connections, strengthens digital presence, and captures growth in the connected fitness market.