Practical Investigation Proposal Critique

Question 1: Considering the current name, logo and associated controversies - do you believe the Lululemon rebrand should include a change in name?

• Yes, the current name doesn't sound like a sports company. A brand with this many issues could benefit from a complete name change.
• Yes, I think it is slightly unclear what the brand is, it maybe better to move away from the controversies.
• I like the athletica, perhaps remove the lululemon and produce and new visual.
• No, its an interesting and catchy name.
• Yes and no, companies run the risk of losing their brand identity and current consumers when a familiar name is changed, however in this circumstance it would give the company a fresh start to move away from the controversy.
• Yes I think in the case changing the name would greatly benefit and let the company start a new. Customers who are loyal to the brand would stay with the journey.

Question 2: As with Adidas, do you believe a strong associating visual is important in creating a more successful brand? Why?(as opposed to a purely typographic resolution). 

• Yes, more versatile logo, more recognisable from a distance perhaps?
• Yes, especially if they sell clothing etc, more applicable.
• Definitely, effective logos stick in people's heads. 
• Yes, make it simple. strong and effective.
• Yes, it means that a brand can be recognised without type and branding is less limited by size and scale.
• Visual within this particular line of selling, however unless this can be printed on clothing then type it will be your best option.

Question 3: If collateral material was to be produced, do you believe images for an editorial shoot focusing on the sports luxe fashion trend should be shot on location/lifestyle aesthetic or within a studio environment? Why?

• I like the lifestyle aesthetic, however these are much harder to shoot high quality/professional.
• Lifestyle shots can make a brand appear more desirable, but focusing on the garments means people are more informed when buying. Sometimes if people can't see  how a certain thing looks it will put them off buying the product. Finding an industrial/urban looking backdrop would look great and lifestyle-like.

Question 4: Do you prefer the term 'athleisure' or 'sports luxe?'

• Sports luxe sounds more high-end, athleisure more practical.
• Sports luxe.
• Sports luxe sounds more fashion-y whereas athleisure sounds more casual.
• Sports luxe really hammers the idea of a premium brand.
• Sports luxe sounds like sportswear specifically made to a high quality and fashionable.

Feedback findings:

• A change in name for the brand is a necessity in moving past the controversies experienced.
• A visual symbol to accompany the new name will make for a more memorable and successful identity.
• Collateral images should be shot on location within a sport/urban environment.
• Sports Luxe is the preferred terminology for the trends. Athleisure is better for terminology.