Welcome to Day 15 of the Best of YAP 2024!

Our team’s taking a little holiday break, but don’t worry—we aren’t going anywhere.

Because over this holiday period, you’ll be treated to one of our fave articles in your inbox each day.

So whether you’re sitting by the fire with a warm cup of cocoa (lookin’ at you, Northern hemi folks), or hitting the beach (for those of us having a summer Christmas), you can catch up on some reading and remind yourself of what a wild year 2024 was.

Catch ya in 2025!

- Charlotte, Editor ♡

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How Lululemon Built a Cult Following

The clean girl aesthetic, white girl wellness starter pack: matcha in hand, New Balances on feet, slicked back bun in hair, Pilates at 6, brunch with the gals at 8.

And of course, the full Lululemon getup.

Hey, I am not a hater. I fall into my own aesthetic categories, too.

I’m just not willing to spend $300 on activewear.

But maybe I’m the anomaly here. Because Lululemon has a cult-like customer base. And, despite controversies, the brand has maintained impenetrable customer loyalty and global impact to this day.

So, how does an athleisure brand achieve world domination?

Well, as marketers, we know that what we buy is not some thing but, instead, an idea that is embodied by that thing.

'Conceptual consumption' is the notion that we consume goals. And it explains why someone would buy a $145 pair of leggings that are 'yoga-inspired.'

Owning those leggings makes them feel like they care about things like self-improvement and healthy living. And those tie directly into their goals.

This is how Lululemon started—as a yoga-inspired athletic apparel brand.

This included specifically yoga-related gear like mats. But it also included items such as bags, jackets, dresses, and even hats.

A veteran of the surfer-snowboard business named Chip Wilson founded the brand in the 90s. Wilson believed he'd found a 'niche in yoga' in which there was an opportunity to offer functional clothing to those dedicated to the practice.

Their first product was of course, yoga pants. These were made from a mix of nylon and Lycra-synthetic elastic fibres that provided the stretch and softness needed to conquer contortions on the mat. The focus was high quality craftsmanship, functionality and comfort.

Yogis were quick to adopt yoga pants, as they offered a far better alternative to simple cotton leggings.

In the 90s, yoga as a cultural phenomenon had yet to take hold.

However, as this began to shift, so did attention toward the brand.

[Keep reading]

-Sophie, Writer