At the Lab, ninja is definitely in (but only in-store, not online) | Lululemon
Column: The Perceptive Consumer

Kyle Chayka: Lululemon Lab is cultivating exclusivity in an era of omnipresence.

For round two of his “Perceptive Consumer” column, Kyle Chayka argues: Omnichannel seems to be top of mind for all manner of retailers, both old and new. But at Lululemon Lab, in-store exclusives are the order of the day. (875 words)

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The 'placeless' Apolis Community Center in Soho | Apolis
Column: The Perceptive Consumer

Kyle Chayka: Apolis, Monocle, and the branding of the ‘Placeless Aesthetic’.

Mobility and rootlessness have become aspirational touchpoints––waves that some brands, like Apolis and the experimental LOT-2046, are all too happy to ride. (833 words)

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