The next wave of strategy - with Nikki Neuburger

Building a $25B brand by staying ahead of culture

As part of our ongoing series “The next wave of strategy”, ReD partner Sandra Cariglio speak to Nikki Neuburger, Chief Brand and Product Activation Officer at Lululemon on how the brand has pioneered a community-based approach to understanding culture. They also delve into experiential retail, how to balance a business’s core while experimenting in new growth areas, and deciding where Lululemon should – and shouldn’t – be playing to win.

Watch the video below.

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THE NEXT WAVE OF STRATEGY

At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two lenses, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.

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“We are starting conversations around our strategy from now through 2030… And what’s been really refreshing is they're not financial conversations right now. They’re genuine brand purpose aspirations.”

“It’s not about winning. It’s not about competing necessarily,  the purpose is really about joy and how moving your body in products that make you feel great, can be joyful.” 

 “I would say Lululemon was probably ahead of its time in terms of experiential retail. We’re giving people multiple reasons to come there. Product is one of them, but connection and community is another one of them.”

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