I admit it – I have spent more than I should have on Lululemon apparel over the years…but hey, I’m human and I love it. I’m a huge Lululemon fan and prior to moving to Vancouver this summer (from overseas), I would engage in large scale product acquisition whenever I set foot in a North American store or visited their online shop.
I’ve always relied on Lululemon for activewear that’s comfortable, versatile and stylish. I can appreciate and am thankful for the foresight and success they’ve had in building out a global brand that marries activewear with style and comfort.
Recently however, I am confused. Their new “Urbanite” line consisting of collared shirts, tight fitted cargo pants and other pieces like the Savasana Softshell (a wool winter coat priced at US$368) is a large shift away from activewear and while they’ve hit the mark on comfort, it feels like they’ve missed it on style and now, I can’t place the brand in my head. Are they stylish? Are they activewear? I can’t see a stylish corporate warrior wearing the urbanite shirt.
Having worked a fast paced professional life for a number of years, I respect them for being on the forefront of stylish activewear but miffed at where Lululemon is positioning themselves in everyday / casual / corporate attire? Lululemon is competing with the countless designers on Shopbop.com / Net-a-Porter and I believe they can get there. With the associated price points however, you’d expect a higher standard of “style” and while they may have met it, I was hoping to be impressed. I don’t want to buy a collared shirt and almost look good, I want to win over that client, I want to win over that sale! Almost isn’t enough.
Lululemon is known for style and comfort in activewear – have they succeeded on both fronts with their new line?
Photo Source: http://www.lululemon.com