Lululemon’s Belt Bag is getting bigger, sturdier, and harder to dupe
If you’re at the mall, you’ve likely seen middle schoolers walking around in packs with matching belt bags slung across their chests, stuffed with lip gloss and pocket money. If you look closely, you might catch the Lululemon logo glistening on the bottom right hand corner. Lululemon’s Everywhere Belt Bag has become a uniform for a generation of teens and tweens. But even though the bag has…
The Lululemon Everywhere Belt Bag, a popular accessory among teens and tweens, is undergoing a redesign that will make it larger, more functional, and harder to copy. Initially created for store employees to carry items on the floor, the bag unexpectedly gained popularity among customers. Following its success during the pandemic, Lululemon released a retail version in 2018 for $38.
Now, the company is updating the bag in response to customer feedback and to reinforce its branding. The redesigned bag will be about 30% larger than the previous version, with more pockets and a redesigned strap that is flush against the bag and fully removable. It also features a new safety system that prevents the bag from being opened accidentally.
The bag's silhouette will curve to follow the shape of the Lululemon logo, a design move aimed at differentiating it from potential knockoffs. The new bag will come in a range of colors and will cost $6 more than the original. Despite Lululemon's recent struggles, including a 43% drop in stock value, the brand hopes this updated belt bag will reignite interest among young consumers and help the company regain its footing.
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