As head of the marketing team for our athletic business, we first had to identify our target consumer and determine how to attract them to LUME Active. As an athletic brand, we recognized that the majority of our customers would be seeking comfortable clothing while living a holistic and active lifestyle. From this, we developed our customer profile, 'Caroline,' who embodied the typical LUME Active customer. Caroline represented a professional living in Richmond with an average household income of over $150K annually, who values both style and wellness. We also narrowed down specific neighborhoods in Richmond where our target consumer would most likely reside.

Building on this profile, we explored marketing strategies to directly connect with our audience. One example was our 'Flash Your Bib and Score a Discount' campaign, tied to the popular Monument 10K, which would attract local runners and fitness enthusiasts. Additional strategies included social media campaigns highlighting community wellness, in-store events promoting holistic living, and partnerships with local fitness studios to build brand visibility and credibility.