For my Consumer Behavior course, I conducted a comprehensive brand analysis of Alo Yoga focused on evaluating its positioning within the premium athleisure market. The project examined the brand’s history, unique selling proposition, perceptual mapping, target audience persona, customer journey, and current market challenges.

Working as part of a team, we analyzed how Alo differentiates itself through influencer marketing, segmented social media channels, experiential activations, loyalty initiatives, and limited product drops. Our goal was to connect consumer behavior theory to real-world brand strategy and identify opportunities for growth.

My primary contributions focused on developing the complete customer journey and analyzing the brand’s current challenges. I structured the journey across awareness, consideration, purchase, retention, and advocacy, identifying key touchpoints at each stage and evaluating how they influence perception, decision-making, and loyalty. I also assessed customer service complaints, product quality concerns, ongoing lawsuits, and competitive pressure from Lululemon to understand their impact on brand equity and consumer trust.

This project strengthened my ability to translate consumer behavior theory into actionable brand strategy and present complex insights with clarity and confidence. I intentionally designed presentation slides that reflected Alo’s minimalist, elevated aesthetic to maintain brand consistency throughout our delivery. During the presentation, I facilitated audience engagement by asking targeted, thought-provoking questions that encouraged active class participation. Most importantly, this experience reinforced my confidence in leading rigorous analyses, presenting under pressure, and embracing challenges that push me beyond my comfort zone.