Lululemon’s Belt Bag is getting bigger, sturdier, and harder to dupe

Lululemon’s accidental hit bag is getting a subtle redesign. The stakes are high for a brand trying to hold on to its youngest consumers.

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 become iconic, Lululemon has decided to redesign it, adding a range of features that will make it more functional and harder for competitors to copy. Through this update, Lululemon wants to........

© Fast Company