Brand Strategy

Brand strategist Cydney Shapiro examines lululemon's GANNI collaboration, its dance-led campaign and Brooklyn activation, drawing parallels with Gap's recent brand comeback and considering how fashion, movement and community can rebuild consumer excitement.

As artificial intelligence makes marketing content faster and easier to produce, retailers face a growing challenge: standing out from competitors. Linda Farha explores why authentic brand stories, human expertise and consistent messaging are becoming increasingly valuable in retail marketing.

Lululemon's Canadian revenue fell 11% in Q2 as traffic and product challenges intensified, with the retailer warning of deeper declines ahead.