Lululemon is jumping on the cozy trend by opening a homey library space in one of its stores. Here's what it's like to visit.
Lululemon helped pioneer athleisure, but as competition heats up, the brand has been getting creative to attract and retain customers.
One way it's trying to win over more customers is by testing an Amazon Prime-style membership in certain markets. For a $128 annual fee, members are given a free pair of training pants or shorts, access to classes, and free shipping for online orders.
Source: Business Insider
Most recently, Lululemon has teamed up with Penguin Random House to create a mini-library space in its HUB Seventeen community space in its Flatiron store.
HUB Seventeen is a community space that offers events like live music, yoga classes, and talks.
The library space was a lot smaller than expected. It holds over 1,000 books, but everything was, for the most part, confined to one wall.
Source: Guest of a Guest
It had two cozy reading nooks set up with velvet benches and comfortable pillows.
It had a very homey feel to it...
...besides the fact that it was surrounded by shoppers and merchandise.
The space is very fitting for the growing obsession with feeling cozy. Brands like American Eagle, Gap, and Kohl's are all showcasing their coziest merchandise this winter.
Source: Business Insider
"There is no doubt that the casualization trend has taken over the wardrobes of many Americans," NPD Group analyst Maria Rugolo wrote in a company blog post in November. "But this holiday season we will see this trend in all of its furriness."
Source: NPD Group
Even the books in the space were reflective of the trend. Many of the books were focused on self-improvement, yoga, finding joy, and similar subjects.
Even though the space was smaller than expected, it shows Lululemon trying to expand its reach and jump in on the quickly-growing trend of being cozy.
Even though Lululemon is associated with athleisure, the new pop-up library space seems geared much more towards "leisure" and feeling cozy than anything else.
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