About the Publication

MagazineB is an ad-free monthly publicationthat dedicates each issue to one well-balanced brand unearthed from around theglobe. The magazine introduces the brand’s hidden stories, as well as itssensibility and culture, and is an easy but also serious read for anyone withan interest in brands.

Magazine B 是一份无广告月刊，每一期都致力从世界范围内挖掘一个结构合理的品牌。这份杂志将介绍这个品牌背后隐藏的故事，介绍品牌的鉴赏力和文化，对于对品牌感兴趣的读者而言，这本杂志能够提供既简单又严肃的阅读体验。

About the Issue

Welcometo the 75th edition of B.

I remember a conversation I had with myfriend about a couple of years ago, instigated by the question: “What does itmean to live well?” The conversation soon circled around the topic of wealth,or plausible indicators of a wealthy life, yet neither of us could agree withthe notion that fashion, cars, watches, or smart gadgets were the factors thatdetermined the quality of one’s life. In the end, we concluded that the timeshave changed—that now, our bodies determine our standards of living, not ourpossessions. It goes without saying that it’s not about weight or muscle mass.It’s more about how much time and money we can afford to spend on taking careof our bodies. If how a person spends excess resources and time determinestheir lifestyle, today’s society recommends that we invest in the health of ourbodies and minds rather than in our cynical tastes. Preferences and styles canbe imitated to a certain degree after a few quick glances, whereas a healthylife is impossible to fake, which is why it may just be the ultimate form ofluxury.

我记得数年前，我和我的朋友曾有过一次交谈，交谈由一个问题引起：幸福生活意味着什么？很快这次对话就围绕着财富或貌似代表了富裕生活的指标展开，但我们都并不认同时装、豪车、名表或智能设备能够决定一个人的生活质量。最后，我们得出结论，时代已然改变——现在，是我们的身体而非我们的财产决定生活的水准。不言而喻，我们讨论的与体重或肌肉质量无关，更重要的是我们能够耗费多少时间与金钱来照顾我们的身体。如果一个人如何花费多余的资源和时间决定了他们的生活方式，当今社会所推崇的是我们对身心健康而非吹毛求疵的品味的投资。人们的偏好和风格可以在短时间内被模仿到一定程度，但健康无法伪装，这就是为什么健康可能要成为奢侈品的**形式。

After a recent business trip to LosAngeles, I’ve been able to add more weight to this argument. I had noticed somesigns a couple of years back, but this time, the wellness business sector ofthe trend-sensitive city seemed fully ripe. The most sophisticated and stylishof people were found in front of healthy cafés, juice bars, and fitness studiosinstead of areas packed with fancy boutiques or high-end restaurants.Sports-related stores were the most effervescent scenes of them all. The retailstore of the Canadian sportswear brand Lululemon, the brand of this month andalso the epicenter of the worldwide wellness boom, was particularly bustlingwith people. The customers, dressed in vibrant-colored, dynamic-patterned trainingoutfits, seemed to have mastered a way of expressing themselves through nothingmore than a holistic health and a bright attitude—explicitly the kind ofculture Lululemon seeks to propagate.

最近一次去洛杉矶出差回来，我能够为这个论点增添一些实质性内容。数年以前，我在洛杉矶只能察觉一些蛛丝马迹，而这次，在这座对潮流异常敏感的城市中，健康营养行业似乎已经完全成熟。最有品味和***的人群都蜂拥在健康咖啡厅、果汁店和健身中心而不再是高级时装店或高级餐厅聚集的区域。售卖运动相关产品的商店在其中显得最有人气。加拿大运动服装品牌露露柠檬 (Lululemon)——本月品牌，同时也是全球健康风潮的中心——它的零售店所聚集的人流特别多。这个品牌的顾客们，穿着活力四射、颜色鲜艳、精神充沛的标准训练服，似乎已经学会了以健康活力、积极活跃的整体形象表现自己，而这种态度显然就是露露柠檬一直宣传的文化。

While Lululemon may be unfamiliar tosome, it’s hard not to notice the brand once you learn of its massive growthand impact on the market. As of 2018, Lululemon ranked fifth among sportswearbrands in terms of revenue following behind big global brands like Nike,Adidas, and Puma, and in 2015, it was reportedly the world’s top fashion retailbrand with sales per square foot amounting to USD 1,541. How did aVancouver-based brand once catering only to the yoga community encroach on theworld market to eventually threaten the decades-long hold of major sportspowerhouses?

即便露露柠檬这个名字对某些人而言尚不熟悉，但你一旦了解一个品牌的迅速壮大和它对市场带来的影响，你就很难对它视而不见。截至2018年，露露柠檬的营收在全球运动品牌排行第五，仅次于几个像是耐克（Nike）、阿迪达斯（Adidas）和PUMA（彪马）这样的国际品牌。而在2015年，据报道，露露柠檬成为全球**时装零售品牌，每平方英尺的销售额高达1541美元。这个来自温哥华、曾经只迎合瑜伽群体品味的品牌，如今是如何能够霸占世界市场，最终威胁到几个运动品牌巨头数十年的地位？

I’d say that one of Lululemon’s successfactors is the brand’s stance, completely oblique to the traditional attitudeof sportsmanship—the incitement, the combativeness. Most global sports brandsdeploy emphatic tones that stimulate challenge and achievement. In other words,their principles rooted in “professionalism” govern everything from theirmarketing to design to communication methods. Rooted in yoga, on the otherhand, Lululemon’s orientation looks toward “personality,” toward individualcharacteristics. The brand tells you that you don’t have to look like anyoneelse or be intimidated by your goals. It hopes that physical discipline willsettle in among the various aspects that make up your life but recognizes thateveryone has a different way of achieving that. Lululemon’s apparel can be wornas sportswear, casualwear, and office wear, and such versatility is a result ofthe brand’s philosophy of respecting the user’s freedom.

在我看来，露露柠檬能够成功，其中一个因素是品牌立场，它完全偏离了传统的体育态度——煽动性和对抗性。大多国际运动品牌都采取毅然决然的态度来鼓励挑战和成就。换言之，他们的原则植根于“专业”，“专业”原则支配着从营销到设计到交流方式中的一切。而露露柠檬源自瑜伽，换言之，它的定位着眼于“个性”，着眼于个性特征。这个品牌告诉你的，是你不必跟别人一样，也不必被你的目标吓倒。这个品牌希望体育锻炼能融入你生活的方方面面，并且认同每个人实现目标的方式有所不同。露露柠檬的服装能作为运动服、休闲装和办公室着装。而这种多用性来源于这个品牌尊重顾客自由的理念。

Such philosophy is directly applied totheir product development as well. Among the many expressions that describeLululemon’s products is “naked sensation.” Rather than by style or purpose,Lululemon stores organize and display their signature pants according to thedegree and sensation of tightness.

而这理念也被直接应用到产品开发中。在描述露露柠檬产品的众多词语中，其中一个就是“裸感”。露露柠檬专卖店组织和陈列他们的品牌裤子时，依据的是紧贴的程度和感觉，而不是根据潮流风尚或故意为之。

In fact, instead of specificmeasurements, their research lab concentrates on materializing subjectiveemotions and sensations through design, “rethinking the concept of performancebased on how the customers feel,” as they explain. For example, some may notrequire as tight of support in their body as others. Lululemon, unlike othersports brands, has focused on individual experience and diversity. In a sense,they’ve honed their skills to fully satisfy a specific few rather than toconvert a random mass. What’s more exciting is that they’ve announced theirnext step as analyzing distinct personal movements to provide highly customizedproducts. If the brand’s successful accumulation of cult-like followers throughthe marriage of the yoga spirit and advanced material technology wasn’t enough,this new roadmap definitely makes us anticipate how Lululemon will rewrite itsunique success story.

事实上，露露柠檬的研究实验室并没有特定的测量方法，他们关注的是通过设计，将主观情绪和触觉物化，正如他们所解释的：“基于客户感觉重新思考性能的概念”，他们如此解释。举个例子，有些客户并不像其他人一样要求贴身的支撑感。与其它品牌不同，露露柠檬将重点放在了个人体验和多样性之中。从某种意义上说，他们磨炼自己的技能是为了完全满足特定的一群人而不是迎合随意的大多数。更令人兴奋的是，他们已经宣布了下一步计划是分析差别明显的个人动作，以提供高度符合定制要求的产品。如果这个品牌将瑜伽精神和高级材料科技结合，成功聚集了一群狂热的追随者还不足够，那么露露柠檬这份新的路线图肯定能让我们期待这个品牌如何改写它独特的成功故事。

EunsungPark

Content& Editorial Director

■ Table of contents

02 Intro

09 Editor’s Letter

12 Black Stretchy Pants

The status of Lululemon’s Align Pantas seen through media reviews

16 Opinion

Amanda Casgar, Director of GlobalCulture & Talent Integration, Lululemon

20 Milestones

Three Lululemon locations that servedas turning points for the brand

26 Experiences

How Lululemon designs and utilizesspace to pioneer experiential retailing

32 Opinion

Tom Waller, Senior Vice President ofWhitespace™, Lululemon

46 Essentials

Lululemon’s key products and theircharacteristics born through research and experimentation

52 Dialogue

Interviews with Lululemon’s designerswho add tactile delight to performance to complete the athleisure look

56 The Sweatlife

People who pursue wellness and theirlifestyle items

64 Communities

Community-based wellness businessesadvocating healthy lifestyles and mind-body balance

74 Opinion

Chelsea Jackson Roberts, Global YogaAmbassador, Lululemon

78 Manifesto

Lululemon’s favorite quotes proposehealthy ways of living and thinking

81 Vision & Goals

In-store Vision and Goals sessionshelp establish direction and objectives

84 Mindfulosophy

Stories of people who have achievedphysical health and mental growth by making wellness part of their lives

90 Sensation

98 Brand Story

Lululemon, the market shifteroffering sportswear that blends into everyday life, its growth, and itsprospects

106 People

The corporate culture founded onVision and Goals to encourage personal growth

110 Interview

Michelle Davies, Vice PresidentGlobal Events and Athlete and Influencer Programs; Celeste Burgoyne, ExecutiveVice President, The Americas and Global Guest Innovation; and

Calvin McDonald, CEO

116 Celebration

The annual half-marathon summerfestival in Vancouver gathers Lululemon communities from across the world

118 New Wave

Sportswear brands and wellnessplatforms that might become the next-generation Lululemon

122 Blue Chip

The sportswear industry seen throughstock market trends and consumption patterns

124 Figures

The athleisure market and Lululemon’sgrowth seen through numbers

127 References

129 Outro

Content Images

P 6– Yoga Session

P16 – Opinion

P20 – Milestone

P36 – Inner Space   

P46 – Essentials

P66 – The Sweatlife

P74 – Opinion

P80 – Vision & Goals

P98 – Brand Story

P110 – Interview (Michelle Davies)