The Fanny Pack’s Stylish Comeback

Belt Bag Bonanza

The fanny pack is back and cooler than ever, in the form of Lululemon’s (LULU) Everywhere Belt Bag.

Depending on where you live (read: how many Gen Z or younger Millennial consumers you live near) you may already be familiar with the athleticwear retailer’s popular accessory. Among a certain demographic of trend-attentive, internet-savvy young adults, it’s become practically ubiquitous.

A far cry from the eye-roll-inducing tourist accessory the words “fanny pack” used to bring to mind, Lululemon’s Everywhere Belt Bag features a sleek, social-media-friendly design. It has become a recurring feature of Instagram (META) posts and TikTok videos — and a testament to Lululemon’s persistent reach and grassroots marketing strategy.

The TikTok Effect

Lululemon first introduced the Everywhere Belt Bag in 2018, but the fad didn’t begin until the summer of 2022 when the bag began trending on TikTok. Videos showcased its practical nature and simplicity — along with the power of scarcity as a marketing tactic. Intermittent periods of the product being sold out contributed to the craze.

The belt bag’s popularity is an impressive demonstration of the power of social media as a marketing tool. Unlike competitors such as Nike (NKE) or Adidas (ADDYY), Lululemon has consistently favored word-of-mouth over widespread ad campaigns or celebrity endorsements. Evidently, organic user-generated content is just as capable of shaping consumer behavior.

Designer at a Discount

The Everywhere Belt Bag is undoubtedly a win for the Lululemon brand. But some question the sustainability of growth based on something as fickle as a fad, and suggest the company’s accessory line is reliant on a single product. Still, the resurgence of the fanny pack is a testament to how innovative design and marketing can breathe new life into an old trend.

It surely helps that, while Lululemon is widely known for its pricey yoga pants, the $38 bag may be more in reach for younger consumers who want to sport the famous omega label. Its success has also caught the attention of other brands, with even more affordable dupes now flooding Amazon (AMZN).

For those who feel the fanny pack got a bad rap, are seeking a practical alternative to a purse, or simply want to ride the wave, the Everywhere Belt Bag is waiting to be worn by you. But remember that style is personal, and if you prefer to rock a neon retro waist bag, do you! At the end of the day, one person’s fanny pack is another person’s Everywhere Belt Bag.

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