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Case Study: How Lululemon GCC Champions Diversity & Innovation
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Lululemon Athletica, a global leader in athletic apparel renowned for its focus on well-being and community, sought to accelerate growth through a strategic Global Capability Center (GCC) in Bengaluru, India. This case study explores how ANSR partnered with Lululemon to establish a high-performing GCC that fosters a unique culture of diversity, innovation, and talent excellence, ultimately propelling the brand towards its ambitious goals.
Challenge: Building a Global Hub with a Local Heart
Lululemon envisioned a dual mission for its India GCC:
- Fueling Global Expansion: The center would house a world-class data science and engineering team to support key functions like merchandise planning, product information management, and AI-powered customer experiences across the entire retail value chain.
- Cultivating a Diverse & Inclusive Hub: Lululemon sought to replicate its core values – work-life balance, diversity, equity, and inclusion (DE&I) – within the GCC. This included building a workforce that reflected the global community it serves, with a particular focus on increasing female representation in leadership positions.
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Our Solution
ANSR provided a comprehensive solution to establish and operationalize Lululemon’s Bengaluru GCC:
Diversity-Driven Talent Acquisition:
- Targeted Sourcing: We leveraged our extensive Global Talent Network (1.5 million professionals) and partnered with women-centric networks like Pride Circle and Aspire for Her to build a diverse talent pool.
- AI-powered Screening: Utilizing our AI fitment engine, we achieved an 80% accuracy rate in candidate selection, focusing on highly skilled individuals.
- Championing Female Participation: Our recruitment team actively fostered increased female participation through flexible interview scheduling and addressing drop-off points.
Compelling Employer Value Proposition (EVP):
We recognized the need for a powerful employer brand in this competitive market. By collaborating with Lululemon’s marketing team, we created an EVP that resonated with top talent:
- Women-friendly Benefits: Lululemon’s generous benefits package, including extended parental leave and LGBTQ+ inclusive health insurance, were highlighted.
- Work-Life Balance & Wellness: The “Sweaty Pursuits” program promoting employee fitness was showcased.
- Inclusive Culture: We emphasized Lululemon’s commitment to DE&I through dedicated website content and employee testimonials.
Business Impact: Aligning Talent & Culture for Global Success
Hired 300 employees
within the first 9 months, on track to reach the target of 1,000 employees in the next 5 years
Strategic partnerships
let to 50% increase in female applicants & a 35% increase in hires with
40% female representation
in the GCC, significantly higher than India’s national average of 21%
30% of leadership roles held by women
including multiple CXO and SVP positions.
20% increase in employee engagement
and a 15% improvement in overall employee well-being
Enhanced operational efficiency
and CSAT by integrating AI across the value chain
