Lids customers are hat loyal but not store loyal.
Research revealed that Lids customers identify with the type of hat they wear: snapback, strapback, and fitted. The new branding reflects each of those "tribes" and creates a space that caters to each.
- Revamped Store Layout
- Tribe Scoreboard 
- Photobooth Fitting Rooms w/ Instagram Filters
- Memberships
- New Packaging
- New Website
New Store Layout:
New Brand Manifesto:
New Storefront:
Photobooth Fitting Room:
Photobooth Instagram Filters:
Web Experience:
Lids Paparazzi:
Hired photographers would hit the streets and ask to photograph Lids' wearers, who would sign their photo and have it featured on the new storefront. 
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