Iowa Book launches Lululemon Hawkeye-gear, drawing students to the campus’s main bookstore.
Iowa Book was prepared for a crowd on Feb. 6 for the collaboration’s launch. Signs directed shoppers to the Lululemon collection, and additional employees were brought in to help with the clothing drop. A DJ played music for a swarm of patrons. At least 100 made their way to the store on the morning of the event, most carrying Lululemon shopping bags.
The drop came after much anticipation with the bookstore teasing the promotion on its Instagram account since January, highlighting the opportunity for the first 100 students to receive a free belt bag with each purchase. By 10 a.m., the employees at the register confirmed that they were about out of belt bags.
The collaboration offered many popular Lululemon items, such as the Define Jacket. What made the items special for students was the inclusion of University of Iowa logos and branding on popular Lululemon styles.
UI third-year student Maya Siltman was excited about the collaboration and arrived at the bookstore at 7:30 a.m. She said the line for the items was long, reaching outside the bookstore. Siltman bought an Align Tank Top and three sweatshirts from the collaboration.
“One, I love the University of Iowa, and two, I love Lululemon, obviously,” Siltman said.
She said she decided to attend the drop because she saw that they were giving away free items. Siltman got a beanie and a belt bag for free with her purchase. These items normally would be around $90 combined, according to Lululemon’s website.
Dunkin’ Donuts, which connects to Iowa Book, experienced increased foot traffic with Dunkin’ employees handing out free refreshments to shoppers, such as hot chocolate.
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Molly Voss, a first-year UI student, arrived at the bookstore at 8 a.m. after seeing a post on Instagram. She said she was surprised at the length of the line, which stretched all the way around the corner to Get Fresh, but made the decision to remain in line anyways.
“I feel like once we were in the line, I was like ‘Oh my gosh, we’re only number 70 in line!’” Voss said.
Items such as the Scuba Sweatshirts, Define Jackets, and Align Tank Tops were among the most popular with people attending the event. The success of the collab follows many other college campuses in the U.S. such as the University of North Carolina, the University of Missouri, and the University of Hawaii.
Carlee Wilkins, a third-year UI student, said she loves Lululemon and decided to attend the event after seeing the sign in the window of the bookstore a few days earlier. However she was conflicted about the brand because the items are comfortable, but frequently too expensive.
“I think their quality is really nice, it’s just really expensive, and sometimes I just can’t afford it because I’m a broke college kid,” Wilkins said.
UI first-year students Alana Perreault and Faith Korger both purchased “scuba” sweatshirts with the UI logo embroidered on the front and received free belt bags with their purchases. Perreault said she thinks Lululemon is good quality, but expensive.
“I think Lululemon is a place where you get statement pieces in your closet, not like ‘Oh I really need a white tank top,’” Perreault said.
Doug Shelnutt, Iowa Book manager, worked during the event to supervise the shoppers and assist them with any needs, along with the many other employees working that day. Shelnutt said he is passionate about providing students with products they use and have interest in.
“We’re thrilled to bring Lululemon to the University of Iowa, giving students access to a brand they love right here at Iowa Book,” Shelnutt said. “It’s an exciting addition to our retail offerings, and we can’t wait for everyone to experience it.”